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This Is Why Your Newsletters Are Going Into Spam Folders

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Every email sender worries about their emails ending up in the spam folder instead of reaching the recipient's inbox. 

Why does this happen though?

All spam filters have one goal: to keep inboxes clean and safe for users. When an email—whether it's personal, a brand's newsletter, or a transactional message—ends up in spam, it usually means something about the email made inbox providers think it was unwanted, potentially risky, or resembling typical spam.

In today's article, we'll look at the usual reasons why even legitimate emails sometimes land in spam folders. Plus, we'll also share tips to help you avoid this issue. So, keep on reading!

Choose a Good Email Marketing Service

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The main job of an email marketing service is to make sure your emails actually end up in your subscribers' inboxes, whether you're sending just one or more.

Hence why we don’t recommend Gmail for mass emails—it’s not built for that. While different email service providers (ESPs) have varying success rates, any of the top ones should have you covered.

Most reputable ESPs focus on delivering helpful content, helping to keep a great reputation, and gaining trust with clients. They often require verification before you can sign up, which can be annoying, but it shows they care about deliverability. So, before you complain, think of it as a sign that they take their job seriously!

Here are some popular and reliable email service providers (ESPs) you can consider:

Klaviyo: Excellent for eCommerce businesses, with advanced segmentation and powerful automation features.

Mailchimp: Super user-friendly with lots of features, including automation and detailed stats.

HubSpot: Offers a full marketing suite with email marketing, CRM, and sales tools.

ConvertKit: Perfect for creators and bloggers, with features designed to help you grow your audience.

Brevo: Combines email marketing, SMS marketing, and a simple CRM in one platform.

Each of these services has its own perks, so pick the one that best fits what you’re looking for.

Gradually Introduce Your Domain

When you start using a new domain and proceed to send a large volume of emails within a short period of time, there's a risk that your emails could end up in spam folders. 

To improve deliverability and prevent this, you need to "warm up" your domain. Warming up involves gradually increasing your email sending volume over time.

Start by sending a small number of emails initially, allowing email providers to become familiar with your domain and improving the chances of your emails reaching recipients' inboxes.

Include a Clear Unsubscribe Link In Your Email 

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Recently, I received an email I wanted to unsubscribe from, but I couldn't find the unsubscribe button. As a result, I had to mark it as spam, which I know can negatively impact their ability to deliver emails. This is something you really want to avoid.

Including a clear unsubscribe link in your emails stops people from marking them as spam. It gives them an easy way to opt out of future messages.

Yes, it can be hard to say goodbye, but providing a clear unsubscribe link in your email shows respect for your recipients' choices. A small step like this makes a big difference in how your emails are perceived by your audience.

Plus, having a working unsubscribe link helps keep your sender reputation positive. It shows you care about what your recipients wish and prevent spam complaints.

Make Sure All Your Links Work

Another reason newsletters end up in spam folders is due to broken links within the email content. 

Sometimes, marketers forget to check links before sending out their emails. If there are broken links, it can trigger spam filters and land your newsletter in the spam folder.

To avoid this, just double-check all your links before you hit send.

Avoid Using Words That Sound Like Spam 

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One big mistake marketers often make is using keywords in their newsletters that spam filters pick up on. These filters are designed to catch emails that use words like “Free,” “Congratulations,” “Limited Time,” “Risk-Free,” and “Act Now”.

Use a Real Reply-to email From Your Domain

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When your audience engages with your newsletters, some may want to reply. If you use a fake address like "," their replies will bounce and trigger email filters.

Instead, use a genuine reply-to address that’s valid on your domain. When you do this, you’re allowing subscribers to respond directly.  The boost in engagement will improve your sender reputation, making sure your emails get through and ensuring all emails land in inboxes.

Key Takeaways

Here are the key takeaways from this article:

  1. Use the right tool for the job. Email service providers are great at getting your emails where they need to go, which means your newsletter is less likely to end up in the spam folder.

  2. Email providers look for human-like behavior to distinguish legitimate senders from spammers. Sending a high volume of identical emails from a new domain is a huge red flag for spam.

  3. If too many people mark your emails as spam, it can hurt your deliverability. Having an unsubscribe option lowers the chances of spam reports and keeps your sender reputation in good shape.

  4. Broken links annoy readers and can get your emails flagged as spam. So, taking a minute to check your links can really save you some trouble.

  5. Using spammy words can get your emails flagged as junk by email filters. So, steering clear of them can help keep your messages out of spam folders.

  6. A real reply-to email means subscribers' responses don't bounce, which builds trust with email providers.

And that's all there is to it for now! If you follow these tips, you'll most likely avoid having your emails end up in spam folders. So, give them a try and see how your email deliverability improves over time!


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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