Summary
Welcome emails are frequently sent to the spam folder due to a confluence of factors affecting sender reputation, email content, and recipient engagement. Key technical aspects include proper authentication via SPF, DKIM, and DMARC, along with a correctly configured reverse DNS. Mailbox providers, such as Gmail, assess emails based on user reports, engagement metrics, and overall sender reputation. Content issues, like spam trigger words, high image-to-text ratios, and poorly coded HTML, can trigger spam filters. Ensuring recipient engagement through double opt-in and preventing fake addresses are also crucial. Furthermore, maintaining a consistent sending volume and aligning email content with customer expectations enhance deliverability. A 'cold' IP address also negatively affects inboxing.
Key findings
- Reputation Reigns Supreme: Sender reputation, influenced by many factors, is the primary determinant of inbox placement.
- Authentication is Essential: SPF, DKIM, and DMARC are critical for verifying sender identity and preventing spoofing.
- Content Matters: Spam trigger words, image-heavy emails, and poorly coded HTML increase spam likelihood.
- Engagement Signals Intent: Low open and click rates indicate a lack of engagement, negatively impacting deliverability.
- Valid Addresses Only: Sending to outdated or invalid addresses damages sender reputation.
- Expectations Drive Results: Misaligned content can lead to recipients marking emails as spam.
- Warming Up New IPs: Failing to warm up new IP address increases the risk of spam placement.
Key considerations
- Monitor Reputation Metrics: Regularly check domain and IP reputation through tools like Google Postmaster Tools.
- Implement Email Authentication: Set up SPF, DKIM, and DMARC records correctly and keep them updated.
- Optimize Email Content: Review and refine email content to avoid spam triggers and maintain a healthy text-to-image ratio.
- Encourage Engagement: Implement strategies to boost opens and clicks, such as personalized content and compelling subject lines.
- Practice List Hygiene: Clean your email list regularly to remove invalid or inactive addresses.
- Set Clear Expectations: Ensure that the content of welcome emails aligns with user expectations based on signup.
- Warm Up IP Addresses: When using a new IP address, gradually increase your sending volume to establish a positive sending history.
- Analyze Acquisition Sources: Examine how new subscribers are added to ensure they genuinely want to receive emails, look out for fake emails.
- Ensure Volume Consistancy: Make sure email volume is consistent to ensure your emails make it to the inbox.
What email marketers say
10 marketer opinions
Welcome emails often land in spam due to a combination of factors that impact sender reputation and perceived email quality. Poor engagement rates, such as low open and click rates, signal to ISPs that emails are unwanted. Technical issues like lacking proper authentication (SPF, DKIM, DMARC), sending to invalid addresses, or poorly coded HTML can also trigger spam filters. Content-related issues, like spam trigger words or high image-to-text ratios, contribute as well. Mismatched customer expectations between signup and email content can also cause issues. Finally, a cold or un-warmed IP address can impact placement.
Key opinions
- Engagement is Key: Low open and click rates signal to ISPs that your emails are unwanted.
- Authentication Matters: Lack of SPF, DKIM, and DMARC can lead to spam placement.
- Content Counts: Spam trigger words, high image-to-text ratios, and poorly coded HTML can trigger filters.
- Expectation Alignment: Mismatched customer expectations between signup and email content can cause issues.
- IP Reputation: A cold or un-warmed IP address can negatively impact deliverability.
- List Hygiene: Sending emails to invalid and in-active users will negatively impact email deliverability.
Key considerations
- Monitor Engagement: Track open, click, and complaint rates to identify and address deliverability issues.
- Implement Authentication: Set up SPF, DKIM, and DMARC to verify your domain and improve sender reputation.
- Optimize Content: Review email content for spam trigger words, balance image-to-text ratio, and ensure clean HTML coding.
- Manage Expectations: Ensure welcome email content aligns with what users expect based on their signup.
- Warm-Up IP Address: Gradually increase sending volume from a new IP address to build a positive reputation.
- Validate Lists: Clean your mailing list regularly using a validation tool.
Marketer view
Email marketer from Sendinblue Blog shares that common reasons for welcome emails ending up in spam include poor sender reputation, lack of proper authentication (SPF, DKIM, DMARC), high spam complaint rates, and sending to outdated or invalid email addresses. They advise cleaning your email list regularly.
19 Sep 2021 - Sendinblue Blog
Marketer view
Email marketer from Reddit shares that using spam trigger words in the subject line or body of your welcome email can cause it to be flagged as spam. Examples include 'free,' 'guarantee,' or excessive use of exclamation points. He recommends reviewing content for potential triggers.
15 Sep 2022 - Reddit
What the experts say
6 expert opinions
Welcome emails often end up in spam due to a combination of factors related to sender reputation, deliverability issues, and recipient behavior. Problems range from broken reputation impacting all email types to website SEO issues affecting inbox placement. Gaining genuine permission, consistent sending volume, and preventing fake addresses are crucial for improving inbox placement. Mailbox providers identify emails as spam based on deliverability issues, user behavior, and the overall reputation of the sending domain and brand.
Key opinions
- Sender Reputation is Key: Delivery problems often stem from poor sender reputation, affecting inbox placement.
- Recipient Behavior Matters: If recipients treat welcome emails like spam, future emails will likely be filtered.
- Website Reputation Impacts Delivery: Website SEO issues can affect email deliverability, linking overall online presence to email performance.
- Consistent Volume Helps: Maintaining a consistent sending volume is crucial for avoiding spam filters.
- Fake Addresses Hurt: Collecting addresses in a way that invites fake emails harms deliverability.
Key considerations
- Examine Acquisition Sources: Evaluate how new subscribers are added to ensure they genuinely want to receive emails.
- Obtain Genuine Permission: Ensure recipients actively opt-in to receive emails to signal positive engagement.
- Maintain Consistent Sending Volume: Establish a regular email schedule to build trust with mailbox providers.
- Assess Brand Reputation: Ensure the brand has a positive online presence to avoid negative impacts on deliverability.
- Review Website SEO: Optimize the website's SEO to ensure it meets Google's standards and doesn't negatively impact email delivery.
- Prevent Fake Addresses: Implement measures to avoid the collection of invalid or fake email addresses.
Expert view
Expert from Email Geeks explains that spam issues arise from deliverability problems or mailbox providers identifying emails as spam. He suggests examining acquisition sources, ensuring customer promises align with expectations, and assessing the brand's overall reputation.
1 Apr 2023 - Email Geeks
Expert view
Expert from Word to the Wise explains that consistent volume is key to ensure your welcome emails make it to the inbox, and not spam.
21 May 2022 - Word to the Wise
What the documentation says
4 technical articles
Welcome emails end up in spam due to factors assessed by email providers like Gmail, including user reports, engagement, and sender reputation. Essential technical configurations, such as SPF records to specify authorized sending servers, DMARC policies for enhanced authentication and protection against phishing, and reverse DNS records to verify the association between IP addresses and domains, all play crucial roles in improving email deliverability and preventing emails from being marked as spam.
Key findings
- Gmail's Spam Assessment: Gmail uses user reports, engagement metrics, and sender reputation to determine if an email is spam.
- SPF Authentication: SPF records allow domain owners to specify authorized mail servers to prevent spoofing.
- DMARC's Protective Role: DMARC enhances email authentication, protecting against phishing and improving domain reputation.
- Reverse DNS Verification: Reverse DNS records verify the association between sending IP addresses and the domain.
Key considerations
- Monitor User Feedback: Pay attention to user reports and engagement metrics to identify and address deliverability issues.
- Implement SPF Records: Configure SPF records to specify which mail servers are authorized to send emails on behalf of your domain.
- Establish DMARC Policy: Implement a DMARC policy to enhance email authentication and protect against phishing attacks.
- Configure Reverse DNS: Set up reverse DNS records to ensure proper verification between sending IP addresses and your domain.
Technical article
Documentation from RFC explains that SPF (Sender Policy Framework) records are a crucial part of email authentication. They allow domain owners to specify which mail servers are authorized to send emails on their behalf, preventing spoofing and improving deliverability.
19 Jan 2025 - RFC
Technical article
Documentation from Microsoft shares that ensuring that you set up reverse DNS records to match your sending IP addresses to your domain can improve the trust of your emails. Reverse DNS helps verify that the IP address is associated with your domain.
28 Apr 2025 - Microsoft
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