In this article's context it refers to the unique public address of the server over which your emails go. Spam Filters - Decides whether the email should be present in the inbox, promotions tab, spam folder or whether it should be blocked all together. Outlooks, Hotmail, AOL, Apple Mail etc.). Inbox Providers - Companies that provide an Inbox for your emails (Gmail, Yahoo Mail. By ESP I specifically mean email marketing software (like SendX) that helps you send emails at scale. To get the most out of this guide, please familiarise yourself with these abbreviations:ĮSP - Email Service Provider. I would strongly recommend checking out our definitive guide on email deliverability to learn more about how exactly this works. In order to deal with the email SPAM problem, Internet Service Providers (ISPs) and Email Inbox providers (like Gmail, Yahoo Mail, AOL etc.) rely on SPAM filters, Firewalls and Blacklist directories to keep your inbox free of 'Unsolicited” SPAM emails. If your email is landing in SPAM it is highly likely that you are violating more than 1 law across all categories.īefore that, a quick word on how email delivery infrastructure works. Email design doesn’t follow the protocolsĪ lot of factors contribute to the above and here, with this guide, we deconstruct each one of them.7 Broad Classes of Reasons Why Emails go to SPAM So in this guide, we will be covering 7 major categories of why your emails might be going to the spam folder. This will happen if you don’t know what to look at while identifying the cause of your emails going to spam. Sometimes, you might tweak a few things while fixing your spam problems and that might just worsen the situation. If your behavior mimics that of a spammer, you are also tagged as one of them and your emails are sent to the spam folder. So you are left wondering, “why are my emails going to spam instead of the inbox, even though I am not a spammer?” You don’t ask people for credit card details and certainly don’t sell some snake oil.īut the truth is that the spam filters don’t know your intentions and they rely solely on how you follow the rules of email marketing.

If your email open rates are low, it is quite likely that your emails are not making it to the subscriber's inbox but are landing in spam.

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