Articles on: Email Marketing

Why are my Emails going to the Spam Folder?

Why are your marketing emails going directly to the spam folder?

Marketing emails are an effective way to engage potential customers and grow your business. However, it can be frustrating when your outgoing emails end up in the spam folder and don't get seen by your target audience. In this article, we'll discuss some of the common reasons why marketing emails may end up in the spam folder and what you can do to prevent it from happening.

Generally speaking, whenever an email goes into the spam folder, it's a decision that's made by the inbox provider. So while there are actions you can take to help ensure that your email content makes it to your intended inbox, the final decision is in the hands of the inbox provider themselves, and each of them manages their spam filters a bit differently, so there's no "one-size-fits-all" solution to avoid the spam folder. That being said, there are

1. Your Content is Considered "Spammy"

One of the most common reasons why marketing emails end up in the spam folder is that the content of the email itself looks like spam to email filters. Some things to avoid include:

Using all caps in your subject line or email body
Using too many exclamation points
Using words like "free," "win," or "buy now" excessively
Including too many links or images
Using overly "salesy" language

Pro Tip: To avoid having your emails marked as spam, focus on creating high-quality, engaging, and personalized content that provides value to your audience.

2. Your Email List is Not Properly Segmented

Your marketing emails may be going to spam is because your email list may not be properly segmented. If you're sending the same message to everyone on your list, including those who have never engaged with your emails before, it's more likely that your emails will be marked as spam. Instead, focus on segmenting your email list based on factors like buying patterns, geographic location, and demographics to ensure that your emails are reaching the right people.

At the most basic level, you should be sending to people who are the most likely to engage with your content!

3. Your Email Sender Reputation is Poor

Your email sender reputation is a metric used by email providers (i.e. Gmail, Yahoo, Outlook) that indicates how trustworthy and legitimate your emails are. If your sender reputation is poor, it's more likely that your emails will be marked as spam. Some factors that can negatively impact your sender reputation include:

High bounce rates
Low engagement rates
High spam complaint rates

To improve your sender reputation, focus on sending high-quality emails that your audience wants to receive, and keep your list clean and up-to-date.

Is ONE's Email Sender Reputation good?

Email sender reputation is a tricky thing to monitor because the email inbox providers don't make that information public. Therefore, we don't have the exact score for each email provider, but we regularly monitor our reputation across a variety of services to make sure to ensure deliverability remains high.

With the ONE Email Platform, we allow merchants to send from:
Our default sending email domain, which is
Your own custom domain that you can setup by adding some DNS records to your website (e.g.

We ensure that we keep our default email sending domain's reputation high by ensuring that bad actors don't abuse the platform by sending emails that have high bounce rates for sustained periods of time or high spam complaint rates.

We send our merchants an email warning whenever our systems start seeing high bounce rates or high spam complaint rates. If merchants do not take actions to rectify their email sending habits, then in the worst case scenario they can be banned from sending emails from our platform. By ensuring that we keep non-compliant senders off of our platform, we can ensure that deliverability remains high for everyone!


In conclusion, if your marketing emails are going directly to the spam folder, it's likely because of one of the reasons outlined above. By focusing on creating high-quality content, properly segmenting your email list, and improving your sender reputation, you can increase the likelihood that your emails will be delivered to your audience's inbox instead of the spam folder.

Updated on: 29/03/2023

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