Marketing email in spam

Shopify Discussion
1

I have a problem. I created an automation based on new subscribers (customers who have signed up to receive discounts). However, when they receive the email, it ends up in the spam folder. Can someone please help me?

2

Hi @Hamza96

I totally get how frustrating this is. You’ve set up an automation for new subscribers to receive discount emails, but those emails are going straight to spam—definitely not what you want. Let’s break down why this happens and how to fix it.

Why Your Emails Are Going to Spam

Spam filters are strict, and there are a few common reasons why your Shopify marketing emails might be getting flagged:

  1. Lack of Authentication – If your domain isn’t properly authenticated with SPF, DKIM, and DMARC, email providers (like Gmail or Yahoo) might not trust it.
  2. Poor Sender Reputation – If you’re using Shopify’s default sender email (like store@shopifyemail.com), it might not have a strong reputation yet.
  3. Spammy Content – Emails with excessive promotional language, too many links, or certain trigger words (like “FREE,” “GUARANTEED,” “DISCOUNT”) can be flagged.
  4. Low Engagement – If recipients aren’t opening, clicking, or marking your emails as important, spam filters assume it’s unwanted.

How to Fix It

Here’s exactly what you should do:

1. Authenticate Your Domain (Crucial Step)

You need to add SPF, DKIM, and DMARC records to your domain’s DNS settings. Shopify allows you to send emails from your own domain, but you need to verify it first.

  • Go to Settings > Notifications in your Shopify admin.
  • Under Sender Email, make sure you’re using a custom email (yourstore@yourdomain.com) instead of the default Shopify email.
  • Shopify will provide TXT records that you need to add to your domain’s DNS settings (this is done in your domain provider’s dashboard, like GoDaddy, Google Domains, or Cloudflare).

Example of a DKIM record:

Type: TXT Host: default._domainkey Value: v=DKIM1; k=rsa; p=MIGfMA0GCSqGSIb3DQEBAQUAA4GNADCBiQ…

Once added, it can take 24-48 hours to fully authenticate.

2. Improve Email Content- Use a recognizable sender name (e.g., “Emma from [Your Store]”).

  • Avoid trigger words like “Huge Discount,” “Act Now,” or “Free.”
  • Keep your emails balanced with a mix of text and images.
  • Add an Unsubscribe Link (Shopify adds this automatically, but check to be sure).
  • Personalize the subject line – Instead of “Your Discount is Here!” try “Emma, your exclusive 10% off is inside!”.

3. Warm Up Your Email List

If you’re emailing a brand-new list, email providers might flag your domain as suspicious. Try:

  • Sending emails in smaller batches.
  • Encouraging recipients to add your email to their contacts.
  • Increasing engagement by asking them to reply (e.g., “Reply YES to confirm your discount!”).

4. Use a Professional Email Service

Shopify Email is great, but if you’re running into spam issues often, consider using a dedicated service like Klaviyo, Mailchimp, or ConvertKit, which have better deliverability rates.

Final Thoughts

The most important fix is authenticating your domain—this alone should significantly reduce spam issues. Also, tweaking your email content and ensuring recipients engage with your emails will help improve deliverability over time.

If you need extra help, just let me know asap. Thanks
Daisy.