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Have you ever dedicated time and resources to creating the perfect email communication, only to discover it ended up straight in the recipient’s spam folder? It is a common frustration, whether it be a corporate newsletter, a service announcement, or a simple personal message. In the European digital market, and particularly in Italy, where communication combines tradition and innovation, ensuring that your emails reach the main inbox is fundamental. The good news is that, with the right knowledge and strategies, it is possible to drastically improve deliverability, i.e., the ability to deliver messages. This article explores the main causes for emails being marked as unwanted and provides a complete guide to avoid it.
Understanding the mechanisms that govern anti-spam filters is the first step to overcoming them. Email providers like Gmail, Outlook, or Libero use complex algorithms to protect users from malicious or unsolicited messages. These filters analyze hundreds of factors, from the sender’s reputation to the content of the message. Therefore, sending effective emails today is not just a matter of persuasive writing, but also of technical competence and adherence to best practices. By following the right advice, it is possible to build a relationship of trust with both email providers and your recipients, ensuring that every message arrives at its destination.
The reasons why an email is diverted to the junk mail folder are manifold and often interconnected. One of the most common causes is sender reputation, a score that Internet Service Providers (ISPs) assign to an IP address. A low reputation, caused by previous spam reports from users or by sending emails to non-existent addresses, drastically increases the likelihood that future messages will be blocked. Massive email sending in a short period can also trigger filters, as it is typical behavior of spammers. If your domain or IP address ends up on a blacklist, your messages will almost certainly be considered suspicious.
Another crucial factor is the message content. The use of words often associated with spam, such as “free,” “unmissable offer,” or “easy money,” can activate filters. The same applies to excessive use of capital letters, exclamation marks, or emails composed of a single large image without accompanying text. Links inserted in the body of the email are analyzed carefully: if they point to websites considered unsafe or deceptive, the entire message is penalized. Formatting also plays a role: a good structure, a clear subject line, and the absence of suspicious elements contribute to correct delivery.
In the world of digital communication, trust is everything. To ensure that your emails are recognized as legitimate by recipients’ mail servers, it is essential to implement authentication protocols. These technical standards, such as SPF, DKIM, and DMARC, act as a passport for your messages, verifying that you are actually who you say you are and protecting your domain from fraudulent uses like phishing and spoofing. Implementing these protocols not only improves security but significantly increases deliverability, meaning the likelihood that your emails reach the inbox.
SPF is a protocol that allows a domain owner to specify which mail servers (IP addresses) are authorized to send emails on their behalf. It works through a DNS TXT record that lists the authorized IPs. When a mail server receives an email, it checks the SPF record of the sending domain. If the IP from which the email originates is on the list, the message passes the check; otherwise, it is considered suspicious. This mechanism prevents the falsification of the sender’s address, a common technique in phishing attacks.
DKIM adds an extra layer of security by associating a digital signature with every email sent. This signature, based on public-key cryptography, is inserted into the message header. The recipient’s server can verify the signature using the public key present in the sending domain’s DNS record. If the signature is valid, there is certainty that the message has not been altered during transit and actually comes from the declared domain. DKIM is particularly useful for maintaining the authenticity of forwarded messages, a situation where SPF might fail.
DMARC combines SPF and DKIM, defining a policy on how to handle emails that do not pass these checks. Through a DMARC record, a domain owner can indicate to receiving servers to do nothing (none), put the message in quarantine (quarantine), or reject it completely (reject). One of the most powerful functions of DMARC is its reporting capability. It allows domain administrators to receive detailed reports on which emails pass or fail authentication checks, offering crucial visibility into potential abuses of their domain. Correctly implementing SPF, DKIM, and DMARC is now a global standard for anyone wanting to ensure maximum deliverability and security of their communications.
Sender reputation is one of the fundamental pillars for successful deliverability. Internet Service Providers (ISPs) constantly evaluate the behavior of email senders to decide whether to deliver messages to the inbox or spam. A solid reputation is built over time through correct and transparent sending practices. A key factor is user engagement: high open and click-through rates signal to ISPs that your content is appreciated and relevant to recipients. Conversely, low engagement or a high number of spam reports can quickly damage your reputation.
To maintain a positive reputation, it is crucial to manage your contact lists with care. Sending communications only to users who have given explicit consent (opt-in) is the starting point. It is advisable to use a double opt-in system, where the user confirms their subscription via a link sent by email, to ensure that the address is valid and the interest is real. Furthermore, it is fundamental to regularly clean lists, removing inactive or non-existent addresses (hard bounces). Finally, always offer a simple and immediate way to unsubscribe: a clear and functioning unsubscribe link is not only a legal requirement but demonstrates respect for the user and helps preserve the quality of your list and, consequently, your reputation.
The content of an email is a decisive element for anti-spam filters. A well-written and formatted message is more likely to be perceived as legitimate. The email subject line is the first element analyzed: it must be clear, concise, and representative of the content. Avoid sensationalist titles, words considered “spam” like “Free” or “Special Offer,” and excessive use of capital letters and punctuation. An honest and direct subject line not only passes filters but also invites the user to open the message.
The body of the email must be balanced. Messages composed solely of images, especially if heavy and without alternative text (alt tags), are often blocked. A good balance between text and images is preferable, with clean and light HTML code, ideally under 100 Kb. The links inserted must also be reliable and relevant; an excessive number of links or links to domains with a bad reputation can be a warning sign. Finally, personalization is a winning strategy: segmenting your list and sending targeted content increases engagement and demonstrates to providers that your communications are relevant to those receiving them. To learn more about managing your lists, you might find our guide on mailing list filters useful.
In the European context, respecting the General Data Protection Regulation (GDPR) is not only a legal obligation but also a fundamental best practice for email marketing. The GDPR establishes precise rules on the collection and processing of personal data, including email addresses. The basis of everything is explicit and informed consent: you can only send marketing communications to people who have clearly consented to receive them, after being informed about the purposes of the processing. Buying contact lists is a practice to avoid, as it violates this principle and severely damages the sender’s reputation.
Transparency is another pillar of the GDPR. Every email must include clear information about the sender and offer a simple and immediate unsubscribe mechanism. The right to be forgotten allows users to request the complete deletion of their data. Respecting these principles not only protects you from sanctions, which can be very heavy, but builds a relationship of trust with your contacts. A user who feels their privacy is respected is more likely to interact positively with your communications, improving engagement and, consequently, your deliverability. For secure management of your accounts, consider reading more about app passwords and security with two-factor authentication.
Preventing your emails from ending up in the spam folder is an activity that requires a multifactorial approach, combining technical skills, content strategies, and deep respect for the recipient. There is no magic solution, but a set of best practices that, if applied consistently, can make a difference. Domain authentication via SPF, DKIM, and DMARC represents the technical foundation for building your credibility in the eyes of email providers. In parallel, caring for sender reputation through the management of clean and consent-based contact lists is equally crucial.
In the Italian and European context, where the tradition of personal communication marries digital innovation, content quality and GDPR compliance become distinctive elements. Creating relevant, well-written, and transparent messages not only improves deliverability but also strengthens the relationship with your audience. Ultimately, the goal is not simply to “beat the filters,” but to build a sustainable, ethical, and effective email communication strategy, where every message sent is an opportunity to consolidate trust and achieve your goals.
Emails can end up in spam for several reasons. Email providers’ antispam filters (like Gmail or Outlook) analyze various factors to protect users. The main reasons include low sender reputation, absence of authentication protocols like SPF and DKIM, content that triggers filters (e.g., words like ‘free’ or excessive use of capital letters), and low engagement from recipients, such as few opens or many spam reports. Sending attachments can also be a warning sign for filters.
Think of these protocols as a passport and signature system for your emails. SPF (Sender Policy Framework) is a public list that declares which servers are authorized to send emails on behalf of your domain. DKIM (DomainKeys Identified Mail) adds an encrypted digital signature to the email, ensuring that the content has not been altered during transit. Finally, DMARC is a rule that tells mail servers what to do (reject or quarantine) if an email fails SPF or DKIM checks, further protecting your reputation.
Building a good sender reputation is fundamental for deliverability. Start by sending emails only to contacts who have given you explicit consent, avoiding purchased lists. Ensure your emails are relevant and valuable to those receiving them to encourage opens and clicks. Monitor bounce rates (rejected emails) and complaints, and regularly clean your lists of inactive contacts. Finally, always authenticate your domain with SPF, DKIM, and DMARC, which is the first step to being considered a legitimate sender.
Although there are no absolutely forbidden words, some terms can trigger antispam filters, especially if used excessively or deceptively in the subject line. Words related to aggressive offers (‘free’, ‘100% discount’, ‘best price’), finance (‘earn’, ‘debt’), and urgency (‘order now’, ‘limited offer’) are considered risky. It is also important to avoid excessive use of capital letters and exclamation marks. However, context is more important than the single word: the key element is to send quality content and not deceive the reader.
No, domain authentication with SPF, DKIM, and DMARC is a fundamental and necessary step, but alone it is not enough to guarantee delivery to the main inbox. Email providers consider many other factors, such as sender reputation, content quality and relevance, and the level of user interaction with your emails (open rates, clicks, spam reports). Authentication is the foundation on which to build a solid deliverability strategy, but it must be accompanied by good email marketing practices.