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There can be several reasons why your emails aren’t making it in the inbox because there are various mailbox providers who have developed sophisticated technologies of anti-spam which make it harder for different other spammers to reach the inbox. Unfortunately, even if you are one of the  legitimate senders, this might still affect you.  The problem is, the following security measures are so smart that one small mistake as a sender could leave the majority of your email in the spam folder. So what can you do to keep your email out of the spam folder?


  1. You Weren’t Given Your Customer’s Permission

You may ask for the permission of your customer, if you have not yet taken it. This is one of the golden rules of email marketing. Believe me, people are not very much interested in the special discounts or products you offer if they don’t know you.

If you are someone who is sending emails randomly, you should know that it is very much unethical and ineffective. There are many marketers and business owners that buy an email list, which is a total mistake!

There is nothing that can help you get  benefit from an email list that was purchased from somewhere else. You should create a target audience and do your best possible way to convert them into loyal customers.

So, you should first add someone’s email address if she/he only willingly opts-in to your list.

  1. There is no Unsubscribe Link or Opt-out Link

In order to avoid several spam complaints, you should try to use a double opt-in form. This way, can help you collect real data and provide your valuable services and offers to people who actually are looking forward to it.

Also, do not forget to send a confirmation email to all the new subscribers in order to confirm their email address and establish an agreement on subscribing.

There are some ready-to-use email templates provided by Sendloop, which already consist of different types of opt-out links.

To easily access your opt-out link requests, you may use a tool which is known as GroupMail Subscriber Add-On which provides a way to automatically exclude recipient opts-out.

  1. Your email frequency is off

Are you emailing too frequently?

People get tired and start ignoring your emails. They do not look into your content and stop engaging with your communication, and because of that, internet service providers (ISPs) such as Gmail move your newsletters to the junk folder.

Do you send one email every couple of months or so?

People do not remember you and deliberately try to ignore your emails (maybe even mark them as spam). Or they accidentally miss one or two and lose the chance of seeing your content for several months straight.

As you can see, neither of these options is good for your email deliverability or your ROI. The second one’s problematic for yet another reason.

If you have a big email list that you contact only every couple of months, ISPs might get alerted by the sudden email blasts. Such spikes in activity might cause temporary blocks, higher bounce rates, and more emails going to the junk folder.

4. Your emails are image-heavy (and text-light!)

Email marketing is slightly different from other channels of  marketing. Although images play a major role in it, they cannot dominate your newsletters.

There are many email marketers who make this mistake: they pack their different types of email templates with images, to make them look much more appealing, and spend less time coming up with the sales copy.

5.  Audience Wants HTML Format Emails

There are chances that your segmented audience prefers to get emails in HTML format and your emails do not  follow that specific format!

In that case, you should

  • You should ensure that your HTML code is simple and clean. Try to stay away from complexity.

  • Never send image-only emails with no particular text and of course, compress them for the ideal size.

  • Try to use the fonts that work across platforms, unknown fonts don’t work everywhere.

  • Make sure that your emails are much more mobile responsive.

6. You have a Low Sender Score

Sender score is basically an algorithm that helps you rank every outgoing mail server’s IP address. It is related to the reputation of the sending IP and sending domain.

There are some email metrics that determine the Sender Score as the unsubscribes or spam reports.

It shows your sender reputation on a scale of 0 – 100. Having a low sender score (classified as being below 90) leads to rejection by ISPs causing your emails not to reach the inbox folder. Therefore, the higher your sender score is, the higher the possibility of reaching the targeted inbox folder.

7.  Have a Bad IP Reputation

Depending on your about in your emails. And then deliver on that  promise.When you do that, you’ll see that your unsubscribe, and complaint rates will drop. And as for your chances of leaving the junk folder – they’ll most definitely increase. email sending configuration, you could be sending on a shared IP address.  While this could be the best option for you based on a number of factors, sharing an IP could have drawbacks.  If the IP address you are sending on already has a negative reputation from previous or current senders with bad habits, you have to deal with the consequences of your emails landing in spam.  While there isn’t much you can do on your own to prevent a problem like this, working with a reputable email service provider, like SocketLabs, can certainly help get you on the right track. Email service providers will do all of the necessary leg work to ensure their IP addresses are well maintained and properly warmed to promote the best possible deliverability. If you’re sending more than 100,000 emails per month, you can improve your inbox placement using a dedicated IP address. At SocketLabs, we include a dedicated IP starting in our Professional Plan.

8.  It’s not clear what your subscribers are signing up for

Transparency is key, especially when you’re building an email list. When filling out your signup form, users should be fully aware of what kind of communication they’re going to be receiving in the future.

It’s not alright to advertise one service and send emails about another one unless you’ve specified that in your web form. Or to say that you’re just collecting submissions for a competition and end up using the email database for marketing communication.

Be crystal clear about what you’re going to talk

By: Content Manager Tejarat Marketing

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