One of the main problems in email marketing for several companies is the low open rate of emails, which consequently generates a lower return on conversions. The main responsible for these low opening rates is because the emails go directly to the recipients’ spam box. A 2015 study by the company ReturnPath indicated that only 79% of commercial emails arrive at their destination.

This means that only a fifth of emails reach users’ inboxes. That is, only one reason blocks most emails, before the recipient even decides whether to open an email. Stricter spam filters on services like Gmail and Outlook are one of the reasons why this large amount of messages ends up being blocked. That is, even emails sent correctly are at risk of being filtered.

To prevent your emails from ending up in these filters, we’ve listed 12 reasons why your emails end up in the spam box and how to avoid them. Check them out below!

1. You do not have permission to send the email

After adding an email address to your database, you need to ask for authorization to send subsequent emails. Most email marketing services have forms for recipients to authorize the subscription to newsletters. It is also not recommended to include emails you received from business cards, as they also did not give you the digital authorization to receive your newsletters. Ideally, get the contact and send the link for that contact to subscribe.

A good place to do this and ask for authorization is through a chat with your customers via online chat. Install Websites Are Us for free at your store and use it to get more information and register leads.


2. Your IP address was used to send spam

It is possible that, at some point, your computer has been infected and used to send spam via your IP. In other words, even if you are sending emails in a legitimate way, the “tarnished” address ends up hurting your business.

To work around this problem, use services such as MailChimp and ActiveCampaign, as they send emails through their servers and, therefore, have greater digital security against this type of attack. Alternatively, also check out our list of 10 essential email marketing tools for your ecommerce before deciding which service to use.

3. Your opening rate is already low

One of the factors that spam filters take into account is the open rate of emails that you send to the recipient. If your emails are constantly deleted before they are even opened, chances are the filter will simply start sending your emails straight to the spam box. Solve this problem by checking our 30 email marketing tips for ecommerce and improving your open rate.

In addition, to increase your open rate even more, be sure to invest in a professional email marketing solution, such as SendinBlue. They offer a complete platform for tracking your campaigns. It is worth checking out the tool’s resources by visiting the official page.

4. Your subscribers have forgotten about your business

Despite having signed your newsletter, it is possible that your emails are marked as spam. This is because they may have subscribed to your email list, but they forgot about your brand and started to mark your messages as spam. To prevent this from happening, make sure your brand is well positioned in the body of emails and use a font that directly resembles your company.

Also remember to always include your company name in the subject lines of emails. However, it is possible that a customer will still mark you as spam because he no longer wants to receive your messages. Therefore, include a button to remove the signature in an accessible location. Easily allowing them to unsubscribe is less costly than continuing to send messages to their spam boxes.


5. Inactivity in your recipients’ mailbox

Another major cause of the emails ending up in the spam boxes is the lack of activity in the emails on your list. One of the algorithms used by spam filters checks the ratio between active and inactive emails sent by your business.

The more that reason hangs on the inactive side, the more propitious it becomes for your business to start being filtered as spam. To prevent this from happening, periodically clean your list and schedule your email marketing service to automatically clear addresses that appear to be abandoned.

6. The subject of your emails is not clear

Extreme care is required with the subjects of your email. An e-mail that is dubious or that indicates something that does not agree with the body of the e-mail, can even lead to legal proceedings. It can also be one of the reasons why your emails are being filtered. So, remember to always be clear and truthful in the subject lines. Pranks, even for innocent purposes, can cause major problems.

Read too: 28 ways to increase your store visits and conversions

7. Play with the “From” field of emails you send

Similar to item 6, never imply that your emails are coming from another person or organization. Not only does this cause your emails to be sent to spam, but the attitude is considered illegal. So make sure that your emails are always in the name of an employee or your company, or even a combination of the two. Also avoid changing names constantly.

8. Is not uploading meaningful content

If the emails you send to your list are purely promotional in order to close sales, the recipients may stop being interested in opening your emails. Therefore, invest in creating content that encourages your subscriber to open the email and learn about a certain subject within your area. Knowing the balance is essential to avoid getting into the spam box.

spam box

9. Review your subscription processes

In addition to creating an authorization form for sending emails, remember to review this process as if you were a page visitor. Review things like the clarity of the text in relation to the subscription to your newsletter and if you are using logos and the correct images both on the form page and in the emails themselves.

10. Used words commonly used in spammers

Some words were used so much by spammers that they started to increase the alertness of spam filters. Words and terms like “free” or “free”, “congratulations”, “this is not spam” and “great offer” end up receiving new analyzes by the filter algorithms before they are received in the inbox. This is when they are not automatically directed to the spam folder itself.

See too: 10 best CRM tools

11. The HTML code of your emails is not well built

For businesses that only send text emails, this is not a problem. However, if you send emails with html code, pay close attention as poorly constructed code can cause email service filters to rate your messages as spam.

Some practices in building the HTML code for emails include: clean code and as short as possible, use images between 600 to 800 pixels, mix text and image and optimize emails to be viewed on mobile devices.

12. Is using free email

Even if you are just starting your business, don’t use free services for your email marketing. All basic hosting plans on websites allow the creation of corporate emails, and it is not difficult to be able to configure yours. So, before you start putting your email marketing plan into action, make sure you have an email from your company.

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How is your email opening rate?

Email marketing is one of the main ways to give visitors and customers access to all the news and promotions related to your company. Therefore, it is important to be aware of its effectiveness, since poor performance ends up making even its future use difficult. One of the ways to gain new subscribers to your list is to use Websites Are Us’s pre-service forms, one of the many features of our online chat platform!

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