Why do my emails go to spam? 7 tips

spam email

Emails are an essential marketing tool. But it can be frustrating to find that your messages end up in the spam folder, despite your best efforts to stay compliant.  

By mastering the following strategies, you can increase your chances of staying in the inbox rather than slipping unnoticed into the spam folder. 

Stay proactive, adapt to the needs of your audience and maintain an impeccable sender reputation to guarantee the continuous success of your marketing email campaigns

What is the “Spam” ?

The "spam" (or "spam" or "junk") file is a file in your electronic reception box which is specially designed to store unwanted or not requested messages. The anti-spam filters of messaging service providers, such as Gmail, Yahoo, Outlook, etc., analyze emails and try to identify those that seem to be spam.

E-mails considered to be spam can include unlined advertising messages, scams, emails or messages containing unwanted content . Anti-spam filters use various techniques to detect these messages, including the analysis of keywords, verification of the sender IP addresses, the inspection of links and attachments, etc.

It is recommended to check the Spam folder regularly to ensure that legitimate emails have not been accidentally classified as spam. You can also configure your spam filters to improve their accuracy by reporting false positives (legitimate emails misclassified as spam) or false negatives (unwanted emails that pass through the filter).

1 – Understand the Graymail phenomenon

Graymail, that in-between legitimate and unwanted emails, can be a formidable trap. Make sure your emails generate a high level of engagement by monitoring signals like opens, replies, and shares . Inbox providers evaluate the quality of your content through these interactions.

2 – Respect commitment signals 

Reception box suppliers, such as Gmail and Yahoo, are based on engagement signals to determine the legitimacy of emails. Maximize positive signals by creating attractive content . Thus, avoid negative signals, such as spam complaints or low opening rates , to maintain a good reputation as a sender.

Spam 1

3 – Avoid email traps (Honeypots)

Honeypots, these inactive email addresses intended to trap spammers, may be the cause of your deliverability problem. Be careful in how you collect and manage your email lists to avoid sending emails to these addresses. Follow the CAN-SPAM Act to ensure compliance.

In this videos, Steve Toitt shares 7 there good practices to prevent your marketing emails from falling into spam.

4 – Update your list regularly

Regular surveillance of email delivery and cleaning your subscriber list is essential. Remove non -reactive subscribers to maintain a engagement rate and prevent your IP address from being blocked.

Read also: 27 Emailing trends in 2025: Key statistics to know

5 – Practice permission-based marketing

Validate the email addresses and make sure you get an explicit permission before sending emails . marketing goes against the Can-Spam Act and can harm your delivery rate .

6 – Adapt to audience preferences

Understand your audience's preferences and personalize your content accordingly. Relevant and interesting emails increase engagement and the likelihood of staying in the inbox.

7 – Stay informed of developments on spam

Email best practices are constantly evolving. Stay up to date with the latest trends and guidelines to adjust your strategy accordingly. Follow our blog so as not to miss the latest news and advice on the subject.

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