5 Common Email Mistakes That Send You to Spam

No one wants their hard work to end up in the spam folder. But unfortunately, even well-intentioned emails can trigger spam filters if you’re not careful. Whether you're managing a newsletter, promoting a product, or nurturing leads, avoiding the spam folder is essential to getting seen and clicked.

Below are five common email mistakes that often land your messages in spam, plus tips to help avoid them.

1. Using Spammy Subject Lines

Why it happens: Subject lines that are too aggressive, misleading, or over-the-top can trigger spam filters. Think: “GET RICH NOW!!!” or “100% FREE GUARANTEE!!!” — subject lines filled with all caps, excessive punctuation, or trigger words.

Fix it: Aim for clarity and value. Instead of gimmicks, focus on what the reader will actually gain. A/B test subject lines to see which feel genuine while still enticing clicks. Keep it personal, relevant, and under 60 characters.

2. Neglecting Email Authentication

Why it happens: If you’re not using proper email authentication protocols like SPF, DKIM, and DMARC, ISPs may flag your emails as suspicious or fraudulent, even if your content is clean.

Fix it: Work with your domain provider or email marketing platform to set up authentication protocols. These prove you're a legitimate sender and significantly reduce the chance of being flagged as spam.

3. Sending to Unengaged or Purchased Lists

Why it happens: Emailing people who didn’t opt in or who haven’t opened your emails in months increases your bounce rate and spam complaints. Both are red flags for inbox providers.

Fix it: Always use permission-based marketing. Regularly clean your email list to remove inactive subscribers. Use re-engagement campaigns or sunset policies to keep your list healthy and engaged.

4. Overloading Your Email with Images or Links

Why it happens: Emails with too many images, links, or a poor image-to-text ratio often look suspicious to spam filters. So do messages that are one giant image with no supporting text.

Fix it: Strike a balance between visuals and text. Use alt text for images, and avoid linking to too many different domains. If you're embedding buttons or banners, ensure there’s relevant and readable text around them.

5. Ignoring Your Unsubscribe Process

Why it happens: Not including a visible unsubscribe link or making it hard to find is a big spam trigger. It also violates laws like CAN-SPAM and GDPR.

Fix it: Always include a clear and easy-to-use unsubscribe link. Better yet, allow users to manage preferences so they can adjust frequency or topics instead of opting out entirely.

Final Thoughts

Spam filters are smarter than ever, and even small mistakes can sabotage your email’s deliverability. But with a few adjustments — from better list hygiene to more thoughtful subject lines — you can boost your chances of landing in the inbox and staying out of the junk folder.

Need help making sure your emails get delivered (and opened)? Let’s connect! I can help audit your email strategy and optimize your campaigns for better engagement and results.