# Why do my emails land in the spam folder?

https://tiklaweb.net/en/knowledgebase/article/why-do-my-emails-land-in-spam

Your emails land in spam because the receiving server cannot be sure the sender is trustworthy.

### Most common causes

1. **Missing SPF, DKIM, DMARC:** the permission to send on behalf of your domain cannot be verified.
2. **Server IP reputation:** spam may have been sent from the same IP address before.
3. **Content:** all-caps headings, excessive emphasis, suspicious links or messages made up only of images.
4. **Sender details:** a sender address that does not match your domain.
5. **Bad list:** invalid or complaining addresses in your recipient list.

### What to do

- Add SPF, DKIM and DMARC records; see our blog post on email security for details.
- Send from an account on your own domain.
- Measure delivery quality with email testing tools.
- Ask recipients to mark the first message as not spam.
- For bulk sending, use a permission-based list and include an unsubscribe link.