How to Stop Your Email Newsletters from Going to Spam

You’ve spent hours crafting the perfect newsletter—great content, engaging subject lines, maybe even a few clever emojis. You hit send, and then… crickets. No clicks. Barely any opens. What went wrong?

Chances are, your emails are landing in spam folders.

In this post, we’ll break down why that happens—and more importantly, how to fix it. You’ll learn 9 essential tips to keep your emails out of spam and safely delivered to your subscribers' inboxes.

What Is Email Deliverability?

Email deliverability refers to whether or not your emails actually make it into your subscribers’ inboxes. High deliverability means your messages are landing where they should. Low deliverability means they’re being filtered into spam or rejected entirely.

While email clients like Gmail, Outlook, and Apple Mail all have their own spam filters, most follow similar principles: they assess your sender reputation, analyse your content, and decide whether your email looks trustworthy—or suspicious.

Why Do Newsletters Go to Spam?

Spam filters exist to protect inboxes from phishing scams, viruses, and irrelevant noise. Unfortunately, even legitimate senders can get caught in the crossfire. If your newsletter looks even a little like spam, it may never reach its audience.

9 Ways to Stop Your Emails Going to Spam

Here’s how to increase your chances of landing in the inbox:

1. Use a Professional Email Marketing Platform

Don’t send newsletters from your personal Gmail or Outlook account. Use a dedicated email marketing service (ESP) like Mailchimp, ConvertKit, or Constant Contact.

These platforms are designed for bulk sending and are built with deliverability in mind. They maintain strong reputations with ISPs and help your emails pass technical checks that matter to spam filters.

2. Set Up SPF and DKIM Records

SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) are authentication tools that verify your emails are really coming from you.

Adding these to your domain’s DNS settings tells email clients you’re legitimate and helps prevent spoofing.

Need help? Just Google:

“SPF DKIM DMARC [your hosting provider]” or “[your email platform]”

3. Warm Up Your Domain

Using a brand-new domain? Avoid sending hundreds or thousands of emails straight away. This raises red flags.

Instead, "warm up" your domain by gradually increasing your sending volume over time. You can do this manually or use services like QuickMail Auto Warmer or Warmup Inbox.

4. Always Include an Unsubscribe Link

A visible unsubscribe link in your email footer does two things:

• It gives people a respectful way to leave your list.
• It reduces the likelihood they’ll mark you as spam (which hurts your reputation).

5. Use a Recognisable Sender Name

Your subscribers should know exactly who an email is from. Use a clear and consistent sender name like:

• “Anna at GreenTree Co.”
• “Simon from BikeFix”

Avoid vague or generic names like “info” or “admin”.

6. Use a Real Reply-To Address

Don’t use [email protected]. Let people reply—and make sure someone reads those replies. Email clients see replies as positive engagement, which boosts your sender reputation.

7. Double-Check Your Links

Broken or suspicious links can trigger spam filters. Test every single link in your email before sending it—especially if you’re copying and pasting from previous campaigns.

8. Avoid Spam Trigger Words

Certain words and phrases can set off spam filters. Examples include:

• “Click here now”
• “Make money fast”
• “Risk-free investment”
• “Congratulations, you’ve won!”

Check out HubSpot’s list of common spam trigger words and steer clear of them.

9. Monitor Your Sender Reputation

Your sender reputation is like a credit score for your email address and IP. If it drops too low, your emails may be blocked or sent to spam.

Tools like:

• MXToolBox
• Google Postmaster Tools

...can help you track your reputation and identify if you’re on any blacklists.

Great content alone isn’t enough—your newsletter needs to be seen. By following the tips above, you can avoid common deliverability pitfalls and build a stronger relationship with your subscribers.

Because let’s face it: there’s nothing more frustrating than writing a brilliant email that no one receives.

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