How to fix personal emails going to spam from a custom domain?
Michael Ko
Co-founder & CEO, Suped
Published 3 Aug 2025
Updated 19 Aug 2025
7 min read
It can be incredibly frustrating when you send an email from your personal custom domain, only for it to vanish into the recipient's spam folder. You might think, "I'm just sending a personal email, why does it matter?" But unfortunately, the internet doesn't always distinguish between personal and commercial emails as easily as we do.
The reality is that email providers, such as Gmail and Outlook, employ sophisticated filtering systems to protect their users from unwanted messages. These systems evaluate numerous factors, and if your custom domain email doesn't meet certain criteria, it's quickly flagged as suspicious. This often leads to your important messages ending up in the junk or spam folder, unnoticed.
I've helped many individuals and businesses tackle this exact problem. The good news is that most issues are fixable by addressing a few key areas, even if it feels technical at first. By understanding and implementing the right email authentication protocols, managing your domain's reputation, and being mindful of your email content, you can significantly improve your deliverability and ensure your personal emails reach their intended inbox.
Email authentication is critical (even for personal use)
One of the most common reasons personal emails from a custom domain end up in spam is a lack of proper email authentication. Even for individual use, setting up Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) is no longer optional, especially with new email sender guidelines from major mailbox providers.
SPF helps recipient servers verify that your emails are coming from an authorized server for your domain. It's a DNS TXT record that lists all the IP addresses permitted to send email on behalf of your domain. Without it, receiving servers can't confirm the legitimacy of the sending server, often leading to immediate spam flagging. This is a foundational step for any custom domain. You can learn more about what SPF means in email by visiting our guide.what SPF means in email.
DKIM adds a digital signature to your emails, allowing the receiving server to verify that the email content hasn't been tampered with during transit and that it genuinely originates from your domain. This provides an additional layer of trust. Many email providers, like Google have specific guidelines on how to set up DKIM for emails sent from their services.
DMARC builds upon SPF and DKIM by instructing receiving mail servers what to do if an email fails these authentication checks, such as rejecting, quarantining, or simply monitoring. While it might seem advanced for personal use, a DMARC record (even a basic one set to monitoring mode) can help prevent others from spoofing your domain and provides valuable reports on your email deliverability. Consider using our free DMARC record generator to get started, and explore the benefits of implementing DMARC for your custom domain.
Setting up email authentication
Ensure your DNS records for SPF, DKIM, and DMARC are correctly published and validated. Misconfigurations are a frequent cause of deliverability issues. Many domain hosts and email service providers offer guides on how to set these up.
SPF record: Add a TXT record to your DNS that lists authorized sending IP addresses. Example for Google Workspace users:
DKIM record: Obtain the DKIM public key from your email service provider (e.g., Google) and publish it as a TXT record. It usually looks like a long string of characters.
DMARC record: Start with a "p=none" policy to monitor without affecting delivery, then gradually move to "quarantine" or "reject" as you gain confidence. You can check your DMARC tags for their meanings.
Example SPF record for Google WorkspaceTXT
v=spf1 include:_spf.google.com ~all
Domain and IP reputation matters
Even with perfect authentication, your emails can land in spam if your domain or the IP address you're sending from has a poor reputation. This is where email blocklists (also known as blacklists) come into play. These lists identify domains or IP addresses that have been associated with spamming or malicious activity. If your domain or IP is on one of these lists, many email providers will automatically reject or quarantine your messages.
For custom domains, particularly new ones or those hosted on shared servers, being listed on a blocklist is a common issue. Spammers often abuse shared IP addresses, which can inadvertently affect legitimate senders sharing that same IP. It's crucial to regularly check if your domain or sending IP has been listed. You can learn more about how email blacklists actually work in our in-depth guide.
If you find your domain or IP on a blocklist, the process to get delisted varies by the list operator. Many provide a delisting request form or specific instructions. Act quickly, but also investigate the root cause to prevent re-listing. Sometimes, simply waiting a few days can help if the listing was temporary or minor. For continuous oversight, consider using a blocklist monitoring service to stay informed.
Preventative measures
Dedicated IP: If possible, use a dedicated IP address for your sending. This gives you full control over your sending reputation, rather than being affected by other users on a shared IP.
Warm-up new domains: For new custom domains, start sending emails gradually. This helps establish a positive sending history with mailbox providers. Learn about recovering domain reputation.
Monitor reputation: Regularly check your domain reputation using tools like Google Postmaster Tools (if you send to Gmail) or other email deliverability services.
Request delisting: If listed, follow the specific instructions of each blocklist to request removal. This often requires demonstrating that you've addressed the cause of the listing.
Identify source of issue: Was your domain compromised? Did you accidentally send too many emails? Fixing the root problem is essential to avoid future listings.
Content and recipient engagement
Beyond technical configurations, the content of your emails themselves plays a significant role in deliverability. Even for personal messages, certain elements can trigger spam filters. These include using overly promotional language (even if unintended), excessive use of all caps, too many exclamation marks, or suspicious links.
Similarly, incorporating too many images, large attachments, or poorly coded HTML can sometimes be problematic. Keep your personal emails clear, concise, and focused. If you must include links, ensure they are reputable and relevant. Avoid including attachments unless absolutely necessary, and consider sharing large files via cloud services instead.
Lastly, the way your recipients interact with your emails heavily influences your sending reputation. If your emails are frequently deleted without being opened, marked as spam, or ignored, this signals to mailbox providers that your emails might not be wanted. Encourage recipients to add you to their contacts or address book, and ask them to check their spam folder and mark your email as "not spam" if it lands there. This positive engagement is a powerful signal to email providers that your messages are legitimate.
Tips for clean email content
Plain text option: For personal emails, a simple plain text or lightly formatted HTML email is often best. Avoid complex designs that can trigger filters.
Link hygiene: Only include links to trusted, relevant websites. Malicious or suspicious links are a major red flag for spam filters.
Attachments: Be wary of attaching executable files (.exe) or large, unexpected documents. If necessary, compress files or use cloud storage links.
Views from the trenches
Best practices
Always prioritize setting up proper SPF, DKIM, and DMARC for any custom domain, regardless of sending volume.
Regularly monitor your domain and IP address against major email blocklists to detect issues early.
Advise recipients to add your email address to their contacts and mark your emails as 'not spam' if they land in junk.
Common pitfalls
Assuming personal emails don't require the same authentication as bulk sends.
Neglecting to check for domain or IP blocklistings until deliverability issues become severe.
Using generic or spammy phrases, even in personal emails, which can trigger filters.
Expert tips
For small domains, starting with a DMARC p=none policy provides valuable reports without impacting deliverability.
Consider asking your email service provider if your custom domain uses a dedicated IP or a shared one, and its reputation.
A simple text-based email with clear content is often preferred by spam filters over complex HTML for personal communication.
Expert view
Expert from Email Geeks says checking for domain blocklistings is often the first step when emails go to spam.
Aug 14, 2019 - Email Geeks
Marketer view
Marketer from Email Geeks notes that authentication is crucial even for personal use.
Aug 14, 2019 - Email Geeks
Ensuring your personal emails land in the inbox
Having your personal emails from a custom domain consistently land in spam can be incredibly disruptive, but it's a solvable problem. The key is to treat your custom domain email with the same care and attention as a commercial sending domain. Proper email authentication, diligent reputation management, and thoughtful content creation are the pillars of good deliverability.
By following the steps outlined, you can significantly reduce the chances of your emails being flagged as spam and ensure they reliably reach the inbox. Remember that email deliverability is an ongoing process, and continuous monitoring and adaptation are crucial for long-term success. If you're encountering widespread issues with your emails going to spam, consider running an email deliverability test to pinpoint specific areas for improvement.
