Even with SPF and DKIM authentication, low-volume emails often end up in spam due to factors affecting sender reputation and trust. These include low engagement, inconsistent sending patterns, problematic email content, poor list hygiene, and IP-related issues. Mailbox providers consider various signals, including sender reputation, user feedback, content characteristics, and the proper implementation of authentication protocols like DMARC. A new ESP or subdomain, strict DMARC policies, and missing reverse DNS records can also contribute to deliverability problems. Seed listing and IP warm-up are critical for establishing a positive sending reputation, especially for low-volume senders.
10 marketer opinions
Even with SPF and DKIM in place, low-volume emails can still land in spam due to various factors impacting sender reputation. These include low engagement, inconsistent sending patterns, spam complaints, poor list hygiene, using a new or shared IP without proper warm-up, problematic email content (spam trigger words, poor HTML, high image-to-text ratio), missing or misconfigured reverse DNS records, and misleading sender information. Addressing these issues and actively monitoring deliverability metrics are crucial for improving inbox placement.
Marketer view
Email marketer from Stack Overflow suggests that having a missing or misconfigured reverse DNS record could be contributing to emails landing in spam, despite having SPF and DKIM records configured. A correct rDNS record helps to verify the identity of the sending server.
21 Mar 2023 - Stack Overflow
Marketer view
Email marketer from HubSpot shares that inconsistent sending patterns (e.g., sporadic emails) can negatively impact sender reputation. Maintaining a consistent sending schedule helps mailbox providers trust your emails.
10 Jun 2023 - HubSpot
6 expert opinions
Low-volume emails can still land in spam despite SPF and DKIM due to several factors related to sender reputation and ISP trust. Infrequent sending and limited recipient pools contribute to this issue. Newly implemented ESPs and subdomains may initially face deliverability challenges that improve over time with recipient engagement. DMARC policies, if too strict, can also inadvertently filter legitimate emails. Establishing a positive sending reputation through seed listing, consistent sending patterns, and proper IP address warm-up is crucial for improving deliverability.
Expert view
Expert from Word to the Wise explains that seed listing helps to establish a positive sending reputation, especially when starting with low volumes. It involves sending to a small, trusted group of recipients across various ISPs to monitor deliverability and identify potential issues before sending to a larger audience.
19 Mar 2023 - Word to the Wise
Expert view
Expert from Word to the Wise explains the importance of a proper IP address set up. Steve Jones explains that if you're using a dedicated IP address, make sure it's properly warmed up and has a good reputation before sending even low volume emails.
20 Jul 2023 - Word to the Wise
5 technical articles
Even with SPF and DKIM, low-volume emails can still be filtered as spam due to various factors considered by email providers. Gmail, Outlook, and others evaluate sender reputation, email content, user feedback, and the proper implementation of authentication protocols. SPF's limitations in handling forwarded emails necessitate the use of DMARC for comprehensive authentication. Proper IPv6 configuration can also enhance deliverability. Overall, technical configurations, content and reputation interplay to determine email placement.
Technical article
Documentation from Google Support explains that Gmail's spam filters consider many factors, including sender reputation, authentication, email content, and user feedback. Even with authentication, if the content is similar to spam or users frequently mark emails from the sender as spam, Gmail may still filter the emails.
6 May 2024 - Google Support
Technical article
Documentation from Microsoft Support explains that Outlook filters consider the sender's reputation, content, and user complaints. Joining the Smart Network Data Services (SNDS) program can help monitor your IP reputation and identify potential issues.
18 Jun 2024 - Microsoft Support
Are SPF, DKIM, and DMARC as important in B2B as in B2C email marketing?
Are SPF, DKIM, and DMARC records necessary for transactional email servers not used for marketing?
How can I improve email deliverability when emails are going to spam?
How do I troubleshoot and fix SPF and DMARC settings for email deliverability issues?
How do SPF, DKIM, and DMARC affect email deliverability with Cvent?
How do SPF, DKIM, and DMARC email authentication standards work?