Have you noticed that a majority of your email sends are going to your target audiences’ SPAM or Junk folders?

8 Reasons Your Email Campaigns Are Going to SPAM and How to Fix it

8 Reasons Your Email Campaigns Are Going to SPAM and How to Fix it

This is something you want to correct and address right away, and there could be a number of reasons it’s happening…

Here are some of the most common reasons that email campaigns go to a person’s SPAM or Junk folders.

1. You buy an email list and don’t obtain permission to send emails to the list

This is the number one rule you should know about email marketing, whether you’re new to the field of digital marketing or are seasoned within it.

Without obtaining permission to email a list of senders, you are subject to the CAN-SPAM Act and your business can face penalties up to $16,000.

The Federal Trade Commision identifies the CAN-SPAM Act as “requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations,” but despite its name, it “doesn’t just apply to bulk email.”

The moral of the story is – absolutely never buy email addresses.

Build your email lists the right way through viable lead generation programs that subscribers opt-in to and give permission for you to get in touch with them. Always provide links to your privacy policies in these lead generation campaigns or social media advertising campaigns if the situation calls for it.

If you are unsure what pertains, taking a media law class might be helpful, or if you’re unable, seek out a marketing professional or consultant.

8 Reasons Your Email Campaigns Are Going to SPAM and How to Fix it

8 Reasons Your Email Campaigns Are Going to SPAM and How to Fix it

2. You didn’t include an “unsubscribe” or “opt-out” option within your email blast

If your emails are going to your clients’ SPAM or Junk folders, this might be a result of them forgetting you and not having access to an “unsubscribe” option. If more of your emails are going to SPAM, ensure you haven’t left out an “unsubscribe” or “opt out” option.

Always give your subscribers the option to unsubscribe.

It’s simple to click “SPAM” or “Junk” in email clients rather than searching for an opt-out or unsubscribe option via your website. Always give your audiences the option so that when/if they don’t want to hear from you anymore, you aren’t being blacklisted.

8 Reasons Your Email Campaigns Are Going to SPAM and How to Fix it

8 Reasons Your Email Campaigns Are Going to SPAM and How to Fix it

3. Your IP address or website was hacked and used for SPAM

Many marketing automation tools, such as Act-On Software, have email marketing optimization integrations that help you analyze your campaign’s SPAM score before you send.

If your IP address or website is hacked, running a simple test through your marketing automation system may help you identify a route cause, especially if you’ve developed patterns in the past and your messages have been consistently clean, engaging, and deliverable.

A good marketing automation platform will be an investment, but it should be and is worth the investment, especially to prevent acts like this from occurring.

HostingFacts.com has named these among the best email marketing software to use in 2020:

  • Constant Contact
  • MailChimp
  • Drip
  • AWeber
  • GetResponse
  • and More

If you are looking for more comprehensive software, like a marketing automation tool, you may seek out:

  • Act-On Software
  • ClickDimensions
  • Marketo
  • HubSpot
  • Pardot
  • Salesforce Marketing Cloud
  • Microsoft Dynamics 365 Marketing
  • and More

Marketing Tips

8 Reasons Your Email Campaigns Are Going to SPAM and How to Fix it

8 Reasons Your Email Campaigns Are Going to SPAM and How to Fix it

4. Your email subject lines are coming across phishy

If you are using a sneaky subject line you meant to be clever, it can easily come across as SPAM. For example, if you’re a fragrance company and use a subject line like, “Do you want to smell my perfume?” it can easily come across as SPAM.

Instead, you might try, “Discover the Latest Scents from ‘X’ Brand!”

Other watch-outs include the use of “Urgent” or “RE:” or “FWD:” in your subject lines. If you use any of these, ensure they are what they say they are…

5. You email inconsistently and subscribers have forgotten you

If your marketing is inconsistent and new emails from you feel “random” or out of place, subscribers may forget you and forget why they originally subscribed, then mark you as SPAM instead of unsubscribing.

Don't overwhelm your subscribers with too many emails, but also be sure to email them consistently so that they don't lose track of why your company/brand matters to them. Click To Tweet

Establish purpose and value as much as possible – it’s always possible.

6. Your “from” information is falsified

This rule falls a close second to the first on this list via the CAN-SPAM Act. Do not mislead your contacts with inaccurate “from” addresses. For example, if you made an email that looks like it’s from Brad Pitt, that is illegal. (Unless you’re actually Brad Pitt, of course.)


This is a dramatic example but enforces the point.

Always include a name in your “from” field that users can become familiar with over time. For example, it might always come from your Director of Marketing or Sales Manager. Whoever the consistent point of contact is, make sure they are viable and monitoring their inboxes. Be truthful and be transparent with your audience.

Inauthentic “from” senders are not only uncouth but in violation of the law.


7. Your HTML is not optimal

If your HTML is not optimal, you could be engaging in any of these behaviors that might lead you to be marked as SPAM.

The images within your email body might be too large or small. Typically, your email client or marketing automation software will recommend the optimal size. Pay attention to those recommendations, or seek out a marketing consultant or professional for assistance if you’re struggling to identify these values.

You want your image-to-text ratio to be low. Your emails should not be full of images, but you also don’t want to over-clutter with long paragraphs. There are sometimes exceptions to this, however.

Where a brand like Glossier might benefit from an image-based email or GIF with a custom CTA in the footer and only a few lines of text for select segments of their customer base, your small B2B wouldn’t benefit the same. Know your audience to know what they respond to best.

Learn from your past and present campaigns. A/B test. Keep things short, sweet, simple, to the point, and clean! Click To Tweet

Don’t include too many links either. This can easily come across as SPAM. Stick to 1-3 and see how it goes.

Next, stick to simple, standard fonts. You don’t want to have obscure, illegible text in your emails. This can come across like SPAM too. Fonts like Arial, Calibri, Helvetica, Times New Roman, and Georgia are well-received.

Last, you want to use your marketing automation or email client’s mobile capabilities to ensure it’s optimized for different devices.

In today’s digital marketplace, this is a must. Some marketing automation technology, like Act-On Software, allows you to preview emails as they would appear on mobile via the web client before you send.

By conducting a thorough business analysis, a marketing professional or consultant can help you identify which marketing automation software will be a good choice for your business.

8. Your subject lines and body text is not engaging

Practice your email copyrighting. This will develop over time as you grow within the field. One reason email open rates may drop is simply due to disengaging subject lines.

Analyze emails you get that you think are great and pinpoint components that make them so. Reflect them onto your own campaigns and messaging when/where possible. Click To Tweet

Don’t push your users away or force them to hit “snooze” on your email subject lines. Perfect the art of subject line writing! A/B test this as well.

Try emojis for different segmented lists. See what happens! You will begin to see patterns in engagement rates with different methods. It’s a trial and error process. You’ll find your optimal balance.

One way you can remedy these SPAM mistakes now is to encourage your users to add your domain to their safe senders list! How? Follow the steps in this blog post.

How to WhiteList Email Senders

For more information and help with creating better email campaigns, reach out to Ledgeview’s Marketing Consultants.

We are eager to help you take your strategies to new levels of success.

Contact Us Today

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