Email service providers can mark your messages as spam for several reasons: using a public domain to send from, DMARC compliance issues, poor list health, and how you handle internal mail. Understanding these triggers lets you take steps to improve deliverability and make sure your emails actually reach the people you're sending them to.

Sending From a Public Domain

Using free domains like gmail.com or yahoo.com can make it more likely that your messages end up in spam. To improve deliverability, send from a custom domain that matches your branding.

For example, you can set up a Branded Domain within the Business Profile Settings of your account to ensure that system notifications are sent from your own domain.

You can also add a dedicated domain in the Settings > Email Services section so that all your emails are sent from a domain you own.

DMARC

If your sending domain has a DMARC policy but you haven't verified it with your SMTP provider, your messages will likely end up in spam. Check with your SMTP provider to make sure your emails pass DMARC.

Sending Internal Mail

Sending messages within the same domain can cause your internal mail to end up in spam. Your mailbox treats it as spoofing because it receives an email from itself that it didn't send. To avoid this, use a free email like Gmail.com to test your messages, or ask the person who manages your domain to whitelist your SMTP provider's IP address for internal mail.

Strategies for Improving Email Deliverability

List Health & List Collection

Once the technical side is sorted, list health and how you collect addresses are key factors in deliverability. Make sure that:

  1. Everyone on your list has given explicit consent to receive email marketing from you.
  2. You regularly clean your list of unengaged subscribers to maintain a healthy sender reputation.
  3. You implement a double opt-in to prevent bots from signing up.

Consistency in Sending Emails

  1. Avoid sudden changes in how you send emails; consistency helps maintain a good sender reputation.
  2. Use recognisable domains and keep them active.
  3. Send emails to a consistent number of subscribers, avoiding major fluctuations.

Tackling these issues will improve your email campaigns' deliverability and effectiveness, and reduce the risk of being flagged as spam.

Frequently Asked Questions

Q: How often should I clean my subscriber list?

  • Review and clean your list every 3 to 6 months, depending on how often you send and how quickly your list grows.

Q: What if my emails are still going to spam?

  • Review your sending practices, list health, and content quality.

Q: Can I use multiple domains for sending emails?

  • Yes, but make sure they are recognisable and have been active recently to avoid being flagged as spam.