Why are my emails landing in Spam?
If your campaigns are sending fine but ending up in spam instead of the inbox, it's almost always one of these:
- Your domain isn't authenticated - This is the #1 cause. Gmail and Outlook won't trust your emails without valid SPF and DKIM records set up in your DNS. If you haven't done this yet, start here, it fixes the issue for most senders. Follow the guide below to see how you can authenticate your sending domain.
- Your list has gone stale - Sending to old or invalid addresses drives up your bounce rate, and a high bounce rate tanks your sender reputation fast. Clean out hard bounces and inactive subscribers before your next send.
- Low engagement - If people aren't opening your emails, mailbox providers notice and start filtering you out. Keep your list focused on people who actually want to hear from you.
- The content looks spammy - All caps, too many links, spam trigger words, or an image with barely any text can all set off filters. Keep it natural and always include an unsubscribe link.
- You're sending too much, too fast - New or inactive domains should ease into volume rather than blasting a full list on day one.
Quick fix: verify your domain first, since that alone resolves most spam issues. Then clean your list and keep an eye on your bounce rate going forward.
Updated on: 31/08/2026
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