Getting your emails seen is important. After all, they’re your direct line to customers. So, when they land in the spam folder, it’s a real setback.
A high spam score means email servers see your messages as similar to unwanted or harmful emails, and block them.
Now, you might be asking yourself, “What am I doing wrong?” It’s understandable, as pinpointing the exact cause can be challenging.
This is because spam filters check many things before they give a spam score, like your email’s content, your IP address, and how recipients interact with your messages.
But don’t worry, you can fix this!
Let’s make this easier. I’m going to break down the steps on how to reduce spam score and get your emails back where they belong- in the Inbox.
What’s Hurting Your Email Spam Score?
As an email deliverability expert, who’s got thousands of businesses’ emails to go from Spam to Inbox over the past decade, I’ve seen firsthand how easily a campaign can fail if a professional neglects the fundamentals of deliverability.
Based on my observation, here’s a clear, engaging break down of the factors that can impact your email spam score:
Content (Words, Links, Images):
Think of your email as a carefully crafted message, not a digital billboard. Overly aggressive sales language, excessive use of exclamation points, and suspicious links are immediate red flags. Remember that you’re aiming for genuine engagement, not a hard sell that triggers spam filters.
Sender Reputation (IP Address, Domain)
Your sender reputation is your digital fingerprint. A bad reputation, due to previous spam activity or inconsistent sending practices, directly impacts your ability to reach your customers’ inboxes.
If you need help to maintain a good sender reputation, you can use Free email warmup to send emails from your behalf to its network of users to reply to you and mark them as important so your email deliverability improves over time.
For more insights on maintaining a good sender reputation, consider reviewing some of the email deliverability best practices.
Authentication (SPF, DKIM, DMARC)
Let’s not forget authentication- These are non-negotiable. Missing or improperly configured authentication is like sending emails without a return address – it breeds suspicion.
Engagement (Open Rates, Click-Through Rates)
Think of your engagement metrics – open and click-through rates – as your audience’s feedback. If those numbers are low, or if you’re seeing a lot of spam complaints, it’s a clear signal that something’s not connecting.
List Hygiene
A healthy email list is essential for effective campaigns. Sending emails to outdated or unchecked lists not only wastes resources but also damages your sender reputation. You need to follow some strategies to regularly clean your list which I’ll be talking about in a bit.
Having said that, the health of your email list ensures you’re sending emails based on defined criteria, maximizing engagement with those who genuinely want your communication.
For this, you can use an email deliverability tester to see if your emails are going to Inbox or Spam.
If you still find these technical aspects overwhelming, you need to talk to an email delivery consultant for professional assistance.
How To Reduce Spam Score With Authentication?
Now that you know the problem areas, let’s look at the detailed solutions for each of these problems.
So let’s talk about keeping your emails out of the spam folder. It’s really about showing email providers that you’re a trustworthy sender.
Think of it like this: you need to prove your identity. That’s where authentication comes in. And, SPF, DKIM, and DMARC are your core authentication methods.
You can either do all these technical steps yourself, just to get it wrong to risk the email reputation of your business, or if you’re a business, you can schedule a free call with an email deliverability consultant to do it for you.
Now, let’s break down each of them one by one:
SPF (Sender Policy Framework)
SPF is a DNS-based email authentication protocol that specifies which servers are authorized to send emails on behalf of your domain.
So, when a receiving server gets an email from your domain, it checks your SPF record to see if the sending server is on the approved list.
Why is it important: Prevents spammers from forging your “From” address, reducing phishing and spoofing
DKIM (DomainKeys Identified Mail)
DKIM uses cryptographic keys to sign selected email headers and/or body content, allowing the recipient’s server to verify the email’s authenticity and ensure it hasn’t been tampered with in transit.
Why is it important: Ensures email integrity, guaranteeing that the email content hasn’t been altered.
DMARC (Domain-based Message Authentication, Reporting & Conformance):
DMARC builds upon SPF and DKIM. It tells receiving servers what to do with emails that fail SPF or DKIM checks.
Additionally, DMARC generates XML-based reports, allowing you to monitor and improve your authentication setup.
Why is it important: Provides a policy layer, provides protection against phishing and spoofing by instructing receiving servers on how to handle unauthenticated emails, and provides reporting so that you can see who is attempting to use your domain.
Why use all three?
They work together. SPF says who’s allowed to send, DKIM says the email is real, and DMARC says what to do if something’s wrong. It’s like a security team!
Also, are your emails going to spam? Then you need to check out our detailed blog with all the fixes that can bring your emails from Spam to Inbox.
How To Reduce Spam Score Through Content Changes?
Spam filters scan email content for specific words and phrases that are commonly used in unsolicited messages.
Certain words, like “FREE,” “GUARANTEED,” or “URGENT,” are red flags. So, it’s always wise to avoid using such words!
Use punctuation normally. Avoid lots of !!! or ??? or ALL CAPS. This will only create an impression of aggressive or unprofessional communication, which spam filters often penalize.
Finally to avoid these issues, replace promotional language with clear, value-driven phrasing, and maintain standard punctuation and capitalization. Or even better, you can use a Free email spam checker to avoid your emails going to the spam folder.
How To Reduce Spam Score With A Healthy Email List?
To keep your email list healthy, you can use an email validation API. It helps to verify email addresses business for you so you don’t risk the email reputation and deliverability of your business by sending email to emails that no longer exist.
Now, the other option is that you can use double opt-in forms. This method requires your subscribers to confirm their email address after initially signing up. They receive a confirmation email with a link they must click to officially join your list.
While double opt-in is good for ensuring genuine interest and reducing spam sign-ups, it can be a longer process. Also, depending on your business and target audience, a double opt-in might not always be the most appropriate or efficient method.
For example, if you need to quickly build a large list for a time-sensitive campaign, the extra step could slow down your progress.
You might also find that in some niche markets or with certain demographics, a single opt-in process is more readily accepted.
If you’re still in doubt, you should do a Free email deliverability test to see if your emails are going to Inbox or Spam
Final Words
You entered this guide feeling annoyed because your emails were ending up in spam. Now, you know how to fix that and get your emails back. It’s not just about knowing why emails go to spam; it’s about taking control of your email.
By implementing authentication, refining your content, and prioritizing list health, you’re not just reducing spam scores—you’re building a reliable channel for communication.
Adopt these strategies, and watch your emails become a powerful asset, driving engagement and promoting meaningful connections.
Stop fighting spam, start connecting! Your journey to a clean inbox begins now.
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