6 Reasons Your Emails Are Going to Spam (And How to Fix It)

If you struggle to fix emails going to spam, you’re not alone — and it’s a problem that can seriously hurt your business. When your emails land in spam folders, your audience misses your message entirely. This missed opportunity affects your ability to connect, nurture leads and drive sales.

Worse, it eats into your ROI by wasting time and resources on campaigns that never see the light of day. The good news? You don’t have to stay stuck in the spam folder. With a few tweaks to your email strategy, you can ensure your messages land in inboxes where they belong and start delivering real results.

6 Reasons Your Emails Are Going to Spam

1. Using Spam Trigger Words

Using phrases like “free,” “limited offer” or “win big” in your emails might seem like a great way to grab attention. But these words are often red flags for spam filters. Email providers use advanced algorithms to scan for language patterns commonly associated with spam. Trigger words like these can signal that your email might not be legitimate.

Spam filters don’t just rely on static rules. They’re backed by constantly updated blocklists that adapt to spammers who frequently change their email addresses to bypass detection. Even a well-intentioned email can get flagged if it contains language or formatting similar to what spammers use. To avoid this, focus on clear, professional messaging that adds value without sounding too promotional.

2. Poor Sender Reputation

Your reputation is crucial in whether your emails land in inboxes or get flagged as spam and internet service providers (ISPs) are constantly watching. They look at how often your emails bounce, how many people mark them as spam and how frequently users unsubscribe. If your bounce rate is high, it signals that you’re sending to invalid addresses — a clear sign of a poorly maintained list.

On top of that, spam complaints can quickly ruin your credibility with ISPs. That’s why keeping your email list clean and focused is essential. Regularly remove invalid or inactive addresses, and only send to people who genuinely want to hear from you. A clean list protects your reputation and ensures your emails reach the right audience.

3. Lack of Proper Email Authentication

Missing SPF, DKIM or DMARC records can be a significant reason your marketing emails are going to spam. These authentication protocols are like a digital signature, verifying your emails come from a legitimate source. Without them, email service providers (ESPs) can’t confirm that your email is trustworthy, making it more likely to end up in spam folders. These standards are crucial to the fight against spam and phishing, helping ESPs block malicious emails before they reach inboxes.

SPF verifies that the sender’s IP address is authorized to send on behalf of your domain and DKIM ensures your message hasn’t been tampered with. Meanwhile, DMARC provides instructions to ESPs on handling unauthorized messages. They protect your domain from spoofing and ensure your legitimate emails are delivered. Setting them up is a must for email deliverability and security.

4. High Image-to-Text Ratio

If your emails are packed with images but barely text, you’re setting yourself up for trouble. Spam filters see image-heavy emails as suspicious because spammers often use this tactic to hide harmful content. To avoid getting flagged, aim for a 60:40 text-to-image ratio — enough text for filters to scan while keeping your email visually engaging.

Striking the right balance is key because while images grab attention, the copy delivers your message and drives action. Combining clear, compelling text with eye-catching visuals lets you stay out of the spam folder and keep your audience hooked.

5. Inconsistent Email Engagement

Low open or click-through rates can send a strong signal to spam filters that your emails aren’t valuable or wanted by your audience. Providers use engagement metrics — like how often users open, read or click your emails — to determine whether your messages deserve a spot in the inbox. 

Suppose your audience isn’t interacting with your emails. Filters may assume they’re irrelevant or spammy and push them into junk folders. This is why audience engagement is critical for email deliverability. Crafting compelling subject lines, personalizing content and sending to the right people can boost engagement and improve your chances of consistently reaching inboxes.

6. Not Including an Unsubscribe Option

If you’re not including a clear unsubscribe link in your emails, you’re breaking the law and risking big fines. The CAN-SPAM Act requires every email to have a visible way for recipients to opt-out, and failing to comply can cost you up to $51,744 per violation.

But it’s not just about avoiding penalties — spam filters also see missing unsubscribe links as a red flag, which can send your emails straight to the junk folder. An easy opt-out option keeps you compliant and builds trust with your audience. It shows that you respect their preferences and value their time.

How to Fix Emails Going to Spam

Use a Professional Email Address

Using a custom email domain instead of free services like Gmail instantly makes your business look more professional and credible. Every email you send from a custom domain promotes your brand name, helping you stay top-of-mind with your audience.

On the other hand, free email addresses can seem unprofessional and are more likely to get flagged by spam filters. This happens because they’re often associated with personal use or even spam accounts. Sending emails from a custom domain shows recipients and email providers that your messages are legitimate and trustworthy. This makes it easier to build credibility and land in inboxes where you belong.

Clean and Segment Your Email List

Regularly cleaning your email list and removing inactive subscribers is essential for keeping your campaigns effective and your sender reputation intact. Sending fewer emails reduces the risk of Google flagging you as spam and allows you to focus on segmenting your leads.

Segmentation allows you to target engaged audiences with content relevant to their interests and behaviors, boosting open rates and click-throughs. Focusing on quality over quantity maintains a healthy email list, improves deliverability and creates campaigns that resonate with your audience.

Optimize Subject Lines and Copy

To avoid getting flagged as spam, avoid overused, spammy phrases like “Act Now!” or “Limited Time Offer.” Instead, focus on crafting emails that are clear, professional and engaging. Personalization is one of the best ways to do this — and it works.

In fact, 54% of consumers feel more favorable toward brands that personalize their advertising. Addressing your recipients by name or tailoring your content to their interests can make your emails more relevant and trustworthy. Not only does this build a stronger connection with your audience, but it also boosts your open rates, ensuring your messages get read.

Test and Monitor Email Performance

Before you send out your next email campaign, take the time to run tests — it can save you from costly mistakes. A/B testing is a great way to experiment with different copy and subject lines to see what catches your subscribers’ attention.

Understanding what works lets you create emails that reduce bounce rates and drive better engagement. Once your emails are live, monitor bounce rates, open rates and spam complaints. Tracking these numbers helps you spot issues early, refine your strategy and ensure your emails consistently reach your subscribers’ inboxes.

Simple Steps to Stop Emails Going to Spam

Take action on these tips to ensure your emails land in inboxes and drive real results. Addressing potential issues and optimizing your strategy boosts deliverability, improves engagement and makes the most of your email campaigns.