When sending emails for marketing, no one wants their emails to go to the spam folder. The target is to reach as many clients as you can. According to statistics, over time, the percentage of email messages getting to a recipient's inbox has increased. To be precise, five out of six commercial emails hit the targets. You do not want to be among the ones who miss the goal.

So, why is your email going to the spam folder, and how do you avoid that.

Why your email is stuck in the spam folder

What is causing your emails to be sent to the spam folder? The problem can be either your server or the recipients.

The email deliverability relies on the email requirement settings of the recipients concerning incoming emails and spam filters. As a sender, you should be able to know how to maneuver the set protocols.

How Email Filters work

The filter technology can either block your messages or organize them. It is what will determine how successful your email campaign will be. Email service providers currently place incoming messages in categories. For example, it could be social, commercial, newsletters, etc.

In the same way, spam filters also assign a spam score to a message to determine whether it can go to the inbox folder.

Spam filters have several criteria that determine whether the message should be in the spam folder or inbox. The standards get modifications now and then, and the process is usually discrete. There are various areas to put one's focus on to avoid being in the spam folder.

Types of spam filters

The following are areas where the spam filtering process focuses on:

  • It checks the content for any message containing words that seem like spam or attachments with ill content, etc.

  • It checks the header to detect false information or infective messages

  • It determines whether the sender of the email message is on the blocklist

  • It may check for any spam triggers that the recipient has set. It is called Rule-based or heuristic -- check. The filter will check for specific words or specific subject line or any other thing the recipient has set and term that as either spam or not

  • The other thing is whether you have permission or approval to send the message. At times a request for support Is required

  • The sender may also have set a challenging response such as a password or any form or authorization so that you can get approval

Ways of implementing Spam filters

Here are the two most options used:


Its implementation is generally as a physical server that determines viruses, malware, spam, etc


After an incoming message is verified by the gateway, hosted checks to see its approval by scrutinizing the content for any spam

Avoiding the spam folder

There are three specific ways to make your email spam-proof.

  1. Having an outstanding reputation as a sender. There should be zero complaints about your email, a low spam rate of your messages, etc. Of course, your email address should also be authentic too.

  2. The content of your email message should be free of any spam triggers. So anything you send from the header, the attachment, the body, any multi-media content should have the right message and nothing to trigger spam.

  3. The last thing you should ensure you do is engaging the recipient. Have the right metrics, the correct email branding, formatting, follow-ups, and an unsubscribe link.


Follow the above steps, and you will avoid the spam folder. Also, before you send out your message, you can run an email test to check for spam.