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Why emails go to spam

The common causes of spam-folder delivery and how to check each one with usend.

Mailbox providers decide per message and per sender. No single setting guarantees the inbox, but most spam-folder problems come from a short list of causes. Work through them in order.

1. Authentication

Every email from usend is signed with DKIM for your domain and sent with a return path on your domain, so SPF and DMARC align. This only works if the domain is verified. Check that:

  • The domain shows verified and every record is verified (not pending).
  • You send from an address on that domain (or a subdomain of it). Sending from a free-mail address such as @gmail.com through any service fails DMARC.
  • You publish a DMARC record.

Open the raw message in your mailbox ("show original") and confirm dkim=pass, spf=pass and dmarc=pass.

2. Reputation

Providers remember how recipients treated your earlier mail. Complaints, bounces and mail to dead addresses lower it.

3. Content

  • Send both html and text. HTML-only mail scores worse.
  • Avoid a single large image with little text, URL shorteners and links to domains different from your sending domain.
  • Keep the subject honest and specific. All caps, "FREE!!!" and misleading Re: prefixes hurt.
  • Make the from name recognizable and keep it stable.
  • Include a postal address or a clear footer on marketing mail.

4. Tracking

Open and click tracking rewrite links through a tracking host. For transactional mail such as password resets, leave tracking off: it is a small spam signal and breaks single-use links.

5. Unsubscribe

Bulk mail needs a working, one-click unsubscribe. See Unsubscribe links. Gmail and Yahoo expect it from bulk senders.

6. Mixing mail types

Do not send newsletters and password resets from the same address. Marketing complaints then drag down the mail people must receive. Use separate subdomains.

Provider-specific tips

Gmail, Outlook, Yahoo, iCloud.

Still stuck?

Send a test to a mailbox you control at each provider and compare. Check the email's status and events in the dashboard: delivered means the recipient's server accepted it, so any remaining problem is placement, not delivery.