How to Stop Your Emails Going to Spam

Nothing kills an email campaign like the spam folder. If your mail is getting filtered, it's almost always one of a handful of fixable causes. Here's the checklist.

1. Missing or broken authentication

The #1 cause. If SPF, DKIM or DMARC isn't set up — or is misconfigured — providers distrust you. Verify all three with our SPF/DKIM/DMARC guide. A common silent failure is SPF PermError from too many DNS lookups.

2. Poor IP or domain reputation

If you blasted a new IP without warmup, you've likely damaged its reputation. Recovery means slowing down and rebuilding trust with engaged contacts.

3. You're on a blacklist

Check your sending IPs and domains against major RBLs. A listing routes you straight to spam. Delist after fixing the root cause — not before.

4. Bad list hygiene

Sending to old, purchased or unengaged lists spikes bounces and complaints. Remove hard bounces, prune inactives, and never buy lists.

5. Spammy content

• Avoid trigger words ("free money," "act now," excessive caps/exclamation marks).
• Don't send image-only emails — keep a healthy text ratio.
• Always include a plain-text version and a clear unsubscribe link.
• Avoid link shorteners and too many links.

6. Low engagement

If nobody opens or clicks, providers assume your mail is unwanted. Re-engage or sunset dead contacts and focus on people who actually read you.

7. Technical red flags

• Missing rDNS/PTR on the sending IP.
• Mismatched envelope and header domains.
• Sending too fast per ISP — pace with PowerMTA throttling.

Recovering the inbox

Fix the technical issues first, then rebuild reputation slowly with your most engaged segment — exactly like a fresh warmup. Our broader deliverability guide covers the long game.

AutoPMTA flags authentication, blacklist and rDNS problems before they tank your campaigns. View plans.