Why Your Emails Go to Spam (And How to Fix It)

If you're sending emails and no one's opening them, you don't have a marketing problem—you have a deliverability problem.

Email deliverability is the hidden engine behind open rates, conversions, and your brand's reputation. This post breaks down exactly how you can diagnose and fix deliverability issues on your own—and when to bring in experts (like us) for a deep dive audit that will actually move the needle.

What Is Email Deliverability?

Deliverability means your emails land in the inbox—not spam, not promotions, not blocked.

It's impacted by:

• Your DNS setup
• Your IP/domain reputation
• How your emails are built
• List quality and unsubscribe practices

Step-by-Step: How to Check & Fix Your Email Infrastructure

1. SPF, DKIM, and DMARC Records

These DNS records tell inbox providers your email is legit—not spoofed.

SPF

Authorizes your sending servers

DKIM

Digitally signs each message. Set this up through your ESP like Google Workspace or Mailgun.

DMARC

Controls how unauthenticated emails are handled.

Use tools like MXToolbox to verify all 3 are passing.

2. Domain & IP Reputation

Even with perfect records, your emails can get blocked if your domain or IP has been flagged.

• MXToolbox Blacklist Check
• Talos Intelligence
• Google Postmaster Tools

3. Shared vs Dedicated IP

On shared IPs, your reputation is tied to others. If you send over 5,000+ emails/month, get a dedicated IP.

4. Unsubscribe Mechanism & Compliance

All marketing emails must include:

• A visible unsubscribe link
• A physical mailing address
• Optional: "List-Unsubscribe" header

5. Content & Formatting Issues

Avoid all caps, spammy phrases, image-only emails, and broken HTML. Use:

• Mail Tester
• GlockApps

6. List Hygiene & Segmentation

Stop sending to dead or cold leads. Use tools like ZeroBounce, NeverBounce, or Kickbox to clean your list.

7. Bonus: BIMI & Brand Trust

Want your logo to appear next to your emails in Gmail? You'll need:

• Strong DMARC enforcement
• A BIMI DNS record
• SVG logo and Verified Mark Certificate

Email isn't broken—your setup might be. Let's fix it.