How to prevent email newsletters from landing in the spam folder?

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hi, everyone!

please help me.

I made email newsletters through VitalS, but when I was checking how they work, I noticed that they go to the Spam folder.

What is the best way to make email newsletters to avoid spam? Or is there no such application?


Replies 4 (4)

Shopify Partner
18 1 1

It's definitely a common problem for email marketing campaigns to end up in the spam folder. But there are some steps you can take to improve your deliverability. First, make sure you're using a reputable email service provider (ESP) that follows best practices for email deliverability. VitalS should be fine, but you can check their website for more information. Second, it's important to make sure you're not sending emails to people who haven't opted in to receive your emails. This can trigger spam filters. Are you sure you're only sending emails to people who have signed up to receive them?

Shopify Partner
168 16 31

Hi @Anastasiia11 


From our experience sending emails to 100K+ users, here are the possible reasons why your emails go to the Spam folder:

  1. You are sending emails to people who haven’t given you permission (opt-in) to do so. Hence, make sure to verify the email addresses you want to send have given you consent.
  2. You have not authenticated your sending domain yet. This can lead ISPs to believe it’s not you who’s sending emails but a spammer who’s impersonating you. So, in case you haven't, we suggest you contact Vitals team so they can show you how to authenticate your sending domain.
  3. If recipients are not opening your emails, clicking through, or otherwise engaging with your content, email providers may assume your content is unwanted and start sending it to the spam folder. Our advice: Set conditions to exclude customers who haven't opened your email for the last three months.
  4. If a significant number of recipients mark your emails as spam, email providers will likely start automatically flagging similar messages as spam.
  5. You may be using language that email providers recognize as common in spam messages. This could include words and phrases like "sale", "free", "cash", "satisfaction guaranteed", and more.
  6. All senders have an IP reputation score determined based on their sending behavior. If you’ve repeatedly sent emails to invalid addresses or have a high bounce rate, your reputation score decreases, and ISPs (Internet Service Providers) could label your emails as spam.
  7. Your emails might have formatting issues like poor HTML coding, overuse of exclamation points, ALL CAPS, colorful fonts, etc.
  8. Your emails may contain links that are broken, lead to questionable websites, or are hidden behind text that misrepresents the linked content. So, check all the links included in your email with caution.
  9. ISPs look at personalization as a sign that the sender knows the recipient. If there's no personalization at all, it could be a reason for being marked as spam.


I hope that this helps!

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1 0 0

Dealing with newsletters landing in the spam folder can be super frustrating, I get it! I once faced a similar issue when I started sending out email campaigns.

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To prevent email newsletters from going to the spam folder, check that you're following email best practices like avoiding spam-triggering words, maintaining a clean subscriber list and using reputable email marketing platforms like Digitalaka™ or SMTPget. Additionally, you can consider personalized and relevant content to engage your audience and improve deliverability.