Why are my transactional emails going to spam?

Transactional emails are often marked as spam due to a confluence of factors spanning sender reputation, email authentication, content characteristics, and sending practices. A poor IP or domain reputation, often stemming from sharing IPs with spammers, being listed on blocklists, or having a new domain, significantly increases the likelihood of emails being filtered. Inconsistent sending volumes and low subscriber engagement further erode sender reputation. Deficiencies in email authentication, such as misconfigured SPF, DKIM, or DMARC records, signal potential spoofing and harm deliverability. Furthermore, spammy content—including trigger words, excessive imagery, or misleading subject lines—plays a crucial role. The specific ESP being used and its associated deliverability issues, along with the number of transactional emails sent per transaction, can also contribute to spam filtering. Monitoring mailbox provider specific issues can also help improve deliverability.

Transactional emails often end up in spam due to a combination of factors related to sender reputation, email content, and authentication. Poor IP or domain reputation, often stemming from being listed on blocklists, inconsistent sending volumes, or sharing IPs with spammers, significantly impacts deliverability. Email content, particularly the use of spam trigger words, excessive images, and misleading subject lines, can also flag emails as spam. Furthermore, issues with email authentication, such as misconfigured SPF, DKIM, or overly strict DMARC policies, can lead to deliverability problems. Finally, low subscriber engagement and the use of certain email service providers known for deliverability issues can contribute to transactional emails ending up in spam folders.

Transactional emails can end up in spam for several reasons, including the number of emails sent for each transaction, the reputation of the sending domain, and the content of the emails. Consolidating multiple transactional emails into one can reduce the chances of being flagged as spam. Additionally, a new or poorly reputed domain is more likely to have its emails filtered. Finally, the content and subject line of transactional emails must be carefully crafted to avoid spam triggers and maintain clear, concise language.

Transactional emails land in spam due to issues recognized by major email platforms. Gmail, Outlook, and AWS SES documentation emphasize authentication (SPF, DKIM, DMARC), sender reputation, content, and user preferences as critical factors. Misconfigured or missing SPF records, failing DKIM signatures, and neglecting AWS best practices all contribute to deliverability problems. These issues signal potential spoofing or untrustworthy sending practices to mail servers.