Have you ever wondered, “Why are my emails landing in spam?” You’re not alone. In 2024, some major changes were made to email standards across the industry, aimed at reducing spam and protecting users from cyber threats. Although these updates improve security, they’ve made it harder for marketing emails to reach inboxes.

Let’s break down what’s changed, what you should be doing right now, and how you can improve your email deliverability, without having a technical background.

Why Improving Email Deliverability Matters

Getting your emails into the inbox isn’t just about pressing “send.” It also involves ensuring your message arrives in the inbox of your preferred audience and doesn’t get lost in the digital ether. As email service providers such as Gmail, Yahoo, and others tighten their guidelines, distinguishing between spam and legitimate emails has become increasingly nuanced.

Let’s look at some suggestions of what you can do to stay on the right side of spam filters and safeguard your email marketing delivery.

1. Get Your Email Authentication in Order

Needing Email Authentication is the key place to start in troubleshooting email delivery issues. As a result of recent industry changes, you must work with your email provider to get your SPF, DKIM, and DMARC settings in place. These aren’t just technical jargon—they’re crucial for how technology is now verifying the legitimacy of your email. Consider them your sender identification. Without these, mailbox providers will likely mark your emails suspicious or spammy.

  • SPF identifies which servers are permitted to send on your behalf.
  • DKIM guarantees that the message remains untouched during transmission.
  • DMARC integrates everything by instructing receiving systems on what actions to take if something is wrong.

If you haven’t assessed your email authentication setup lately, now is the perfect time.

2. Make Sure You’ve Got Permission

Sending emails without obtaining consent is not only poor practice—it’s a quick way to end up in the spam folder. Always get clear permission before adding anyone to your list. Individuals can receive emails from you via a signup form, a purchase, or an opt-in verification. Without proper consent, you go against SPAM legal compliance. It helps maintain a clean, engaged audience, precisely what inbox providers favor.

3. Keep a Clean List

Because unengaged or outdated email addresses can damage your sender reputation, reviewing your list frequently and removing potential problems is essential. Things to look for include:

  • Bounced emails
  • Unsubscribed users
  • People who haven’t interacted in a while

This simple routine will help reduce your bounce rate and significantly improve your chances of arriving in the inbox. Moreover, it ensures your focus is on individuals who wish to hear from you.

4. Segment Your Audience

Sending the same email to everyone is no longer effective. Instead, divide your lists based on interests, behaviors, or purchasing history. When emails are more pertinent to the recipient, engagement increases—and so does your email deliverability.

Even something as straightforward as differentiating new subscribers from long-time customers can create a significant impact.

5. Watch Your Language

Certain words signal “SPAM!” to email filters. Avoid using excessive all-caps, too many exclamation marks, or terms like “free,” “guaranteed,” or “act now” in your subject lines. These are typical triggers for spam filters, and while using a few won’t harm your email, overdoing it can be detrimental.

Aim for natural, helpful, and genuine communication. If it comes off as overly sales-oriented, it probably is.

6. Check the Blacklists

Periodically, it’s a good idea to verify if your domain or IP address has ended up on an email blacklist. Providers utilize these lists to prevent emails from potentially suspicious sources. If you find yourself on one, it might explain your email challenges.

Free tools (like MXToolbox) can identify your blacklist status. Identifying and addressing this can improve your overall email reputation.

Final Thoughts

Improving email deliverability might feel overwhelming at first, but it is possible for everyone to do. It only takes a few strategic adjustments and a consistent routine to uphold the best practices, and you can drastically improve your email deliverability.

Remain consistent, respect your audience, and stay informed about the ever-changing rules of email marketing deliverability. A little effort today can prevent a lot of frustration in the future.

If you have questions or need assistance checking your settings, please contact us. Sometimes, a new perspective is all that’s required to clarify things.