Why do my emails land in the spam folder?

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.