Why are my emails going to spam? (and how to fix it)

Few things are more frustrating than sending a great email that nobody sees because it landed in spam. The good news: it’s almost always fixable. Here’s why it happens and what to do.

The main reasons emails go to spam

1. Your domain isn’t authenticated. This is the #1 cause. If you haven’t set up DKIM, SPF, and DMARC, inbox providers can’t verify it’s really you, so they play it safe and filter you out. Fix: verify your sending domain.

2. You’re emailing people who didn’t opt in. Bought lists, scraped addresses, or “I’m sure they won’t mind” contacts lead to spam complaints, which is the fastest way to get filtered. Only email people who clearly asked to hear from you.

3. Low engagement. If people don’t open or click your emails, inbox providers assume they’re unwanted and start sending you to spam. A clean, engaged list beats a big, quiet one every time.

4. Spammy content. ALL CAPS subject lines, “FREE!!!”, lots of exclamation marks, one giant image with no text, or shady link shorteners all raise red flags.

5. No clear unsubscribe. If people can’t easily opt out, they hit “mark as spam” instead. TinyCourier adds a required unsubscribe link automatically to prevent exactly this.

Your get-into-the-inbox checklist

• ✅ Authenticate your domain (DKIM, SPF, DMARC).
• ✅ Only email people who opted in. See What is double opt-in.
• ✅ Send from a real, recognizable name and address.
• ✅ Write a clear, honest subject line, no tricks.
• ✅ Balance text and images; don’t send one big image.
• ✅ Keep a clean list, remove people who never engage. See Why emails bounce.
• ✅ Send regularly so people remember you (but don’t overwhelm them).

A quick reality check

If your test email lands in the Promotions tab (in Gmail), that’s not spam, that’s normal for marketing email and totally fine. Spam is the junk folder. Don’t panic about Promotions.

Do these things and your inbox placement will improve, often within a few sends as your reputation recovers.