Why emails go to spam and how to avoid it
A practical guide for businesses in Romania: the real reasons emails land in spam and how to fix each one, so you reach the inbox.
Updated: July 2026
Why do emails go to spam?
Emails go to spam when receiving servers do not trust the sender. Common causes are missing SPF, DKIM and DMARC authentication, a list without consent, content that triggers filters, and a new domain sent at high volume too fast. A clean reputation and good list hygiene get you to the inbox.
The real causes and how to fix them
Missing authentication (SPF, DKIM, DMARC)
Without these DNS records, receiving servers cannot verify the email really comes from your domain, so they treat it as suspicious. Fix it by setting up SPF, DKIM and DMARC on your sending domain.
Bought list or no consent
Sending to addresses that never agreed raises spam complaints and hurts your domain reputation. Fix it by building the list organically, through opt-in forms.
No double opt-in
Without a confirmation step by email, wrong addresses and spam traps end up on your list. Fix it by using double opt-in at signup.
Content that triggers filters
Aggressive subject lines, one big image with no text, too many links or attachments, and typical spam words all raise flags. Fix it with balanced text, a healthy text-to-image ratio and few clean links.
No warmup on a new domain
A new domain that suddenly starts at high volume looks suspicious. Fix it by ramping up volume gradually (warmup) over the first weeks of sending.
High bounce and complaint rates
Invalid addresses (hard bounces) and people marking spam damage sender reputation. Fix it with list hygiene: remove invalid and inactive addresses and make unsubscribing easy.
Deliverability checklist
- SPF, DKIM and DMARC set up correctly on the sending domain
- List built with consent, through an opt-in form and double opt-in
- A visible unsubscribe link in every email
- A balanced text-to-image ratio and no aggressive subject lines
- A new domain warmed up gradually before large campaigns
- Invalid addresses and inactive contacts removed from the list regularly
- Bounce rate and spam complaints monitored
- One domain and an IP with a clean sending reputation
What we do
In a done-for-you setup we configure SPF, DKIM and DMARC on your domain, clean and validate your list, and keep it healthy over time. On new domains we warm up sending gradually and watch bounce and complaint rates, so your emails reach the inbox instead of spam.
Frequently asked questions
Why do my emails go to spam?
Most often from missing authentication (SPF, DKIM, DMARC), a list without consent, content that triggers filters, or a new domain sent at high volume too fast. Filters combine sender reputation with the signals inside the email.
What are SPF, DKIM and DMARC?
They are three DNS records that prove an email comes from your domain. SPF says which servers may send, DKIM signs the message, and DMARC tells the receiving server what to do if the check fails. Together they improve your chances of reaching the inbox.
How do I know if I land in spam?
Send test emails to Gmail, Outlook and Yahoo accounts and see where they land. Watch your open rate by provider and your complaint rate. A sudden drop on one provider usually points to a deliverability problem.
How long does it take to fix deliverability?
DNS authentication can be set up quickly, but reputation rebuilds over time. After you clean the list and start warmup, the improvement usually shows within a few weeks of consistent sending.
Want emails that reach the inbox?
We check your authentication, list and deliverability for free, no strings attached.