You’ve crafted the perfect subject line, fine-tuned your series of emails, and hit schedule, only to discover that your emails are going into junk folders. It’s one of the most frustrating (and frightening) parts of email marketing, and a problem that can quietly eat away at your campaign performance without you realising it.
So, you may be wondering, “Why are my emails going to junk?” And more importantly, how can you stop it from happening?
In this blog, we’ll explain what causes deliverability issues and share 10 practical tips to help keep your emails out of the junk folder and in front of the right people.
Why do emails go to junk folders?
Spam filters have become increasingly sophisticated over the years. They look for certain words, behaviours, and technical missteps that may suggest your message isn’t trustworthy. Sometimes, even legitimate senders get caught in the net.
If you’re wondering “Why are my emails going to junk?”, here are some of the most common culprits:
- You’re sending from an unauthenticated or unverified domain
- Your list includes invalid or inactive addresses
- Your emails contain language or formatting that triggers spam filters
- You’re using purchased or outdated data
- You’ve had too many recipients mark your emails as spam
Let’s break down how to fix these problems.
10 tips to stop your emails going to junk
1. Authenticate your email domain
This is step one. Use SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail) and DMARC protocols to verify your domain. Most email platforms will guide you through this. Without it, your emails are far more likely to be flagged as suspicious.
2. Don’t use purchased email lists
If you’re using bought data without proper verification, you’re more likely to hit spam traps or inactive inboxes — a quick way to get your sender reputation downgraded. Always use permission-based email lists, or work with suppliers who own and verify their data (like we do at Integra).
3. Clean your email list regularly
Outdated data is a major factor in emails going into junk folders. Regular list cleansing helps you remove invalid addresses, inactive users, and bounces that can harm your reputation over time. Get someone in to perform a data cleanse regularly.
4. Avoid spammy language
Words like “free,” “guarantee,” “no risk,” and “click here” can trigger spam filters, especially in subject lines. Avoid all caps, too many exclamation marks, or excessive formatting. Write like a person, not a pushy advert.
5. Make unsubscribing easy
It sounds counterintuitive, but including a clear unsubscribe link is not only a legal requirement — it also helps protect your sender reputation. If people can’t opt out easily, they’ll mark your emails as spam instead. Remember, nobody asked you to email them.
6. Don’t send too frequently
Sending too many emails in a short space of time, especially to new contacts, can be seen as spammy behaviour. Start with a steady cadence and increase gradually based on engagement. When people see you as an annoyance, your emails will quickly go unread.
7. Personalise your content
Even basic personalisation — using someone’s name or referencing previous interactions — can boost engagement and reduce spam complaints. Email clients often learn from recipient behaviour, so the more people open and click your emails, the more trustworthy you’ll appear.
8. Use a reputable email platform
Some platforms offer better deliverability tools than others. They manage things like IP warm-up, authentication, and spam score checking behind the scenes. Make sure you’re using one that’s trusted and transparent.
9. Test before you send
Use spam testing tools to scan your email before it goes out. Most platforms let you preview how your message might perform across different clients and whether it’s likely to get flagged.
10. Monitor your sender reputation
Several online tools allow you to check your domain’s sender reputation. If it’s slipping, you’ll need to investigate and correct the problem. Maintaining a positive reputation is key to keeping your emails out of the junk folder.
Why this matters
Deliverability isn’t just a technical issue, it’s a major driver of campaign performance. If your emails are going into junk, they’re not getting read. That means lower open rates, fewer clicks, and lost opportunities. It’s a very disappointing conclusion to all of the hard work that goes into preparing and actualising an email marketing campaign.
By addressing the question of “Why are my emails going to junk?”, you’re not just fixing a nuisance — you’re protecting the return on your investment and ensuring your marketing efforts reach the right audience.
Deal with this ASAP
Email is still one of the most powerful tools in a marketer’s toolkit. It’s a relatively inexpensive form of communication, yet one that people use on a regular basis. That also means that the barriers to entry are low, and that your emails may be competing with thousands, so it’s essential that you get the technical basics right before thinking about honing your message.
By authenticating your domain, cleaning your lists, and avoiding spam triggers, you can significantly reduce the chance of your emails going into junk folders and increase the chance that a potential customer opens your emails.
It might take a bit of extra work behind the scenes, but the payoff is clear: better visibility, higher engagement, and more effective campaigns.
If you’re in the market for a verified, clean and trustworthy email marketing list tailored to your industry and campaign, find out more about our product and how it can help you.