How to Handle Business Emails Landing in Spam Folders?

I hope this post helps anyone dealing with email bounces, which can be frustrating. Bounces can lead to lost clients, revenue, and damage to your reputation, so it’s important to address the issue promptly and carefully.

In today’s digital age, ensuring your emails reach their intended recipients is crucial for effective business communication. Many professionals face the frustrating issue of their important emails landing in spam folders, leading to missed opportunities and communication breakdowns. This guide will help you troubleshoot your email spam level, improve deliverability, and implement key authentication protocols.

The Essential Tool….

Disclaimer: I am not affiliated with this website in any way.

Mail-Tester.com is a free online tool that assesses the “spamminess” of your emails. Here’s how to use it:

• Visit https://www.mail-tester.com/
• Copy the email address displayed in the middle of the page.
• Compose a sample email (without personal information) and send it to this address.
• Wait for the results on the Mail-Tester page (up to 15 seconds).

Aim for a 10/10 score. If your score is lower, Mail-Tester will provide details on what’s affecting your email’s deliverability.

Common Issues and Solutions

DKIM Signature Issues

• If “DKIM_SIGNED” appears but not “DKIM_VALID”, your DKIM signature is present but invalid.
• Solution: Properly configure DKIM (explained below).
• Non-tech people: Contact your email or hosting provider for help

Sending from a Free Email Account

• Indicated by “FREEMAIL_FROM”
• Solution: Use a professional email address associated with your company’s domain.

Content Similarity (Pyzor)

• If flagged by Pyzor, your content might resemble known spam.
• Solution: Create unique, personalised content for each email.

SPF Record Issues

• Look for “SPF_HELO_NONE” or absence of “SPF_PASS”
• Solution: Set up an SPF record (explained below).
• Non-tech people: Contact your email or hosting provider for help

IP Reputation

• Check for positive scores in “RCVD_IN_MSPIKE_H2” and “RCVD_IN_RP_CERTIFIED.”
• Solution: Maintain a good sending reputation by following email best practices.

Understanding and Implementing Authentication Protocols

SPF (Sender Policy Framework)

SPF is an email authentication method that specifies which mail servers are allowed to send emails on behalf of your domain.

How to implement SPF:

• Create an SPF record in your domain’s DNS settings.
• The basic format is: v=spf1 ip4:YOUR_IP_ADDRESS -all
• Replace YOUR_IP_ADDRESS with your email server’s IP.
• If using a third-party email service, include their SPF record (e.g., for Google Workspace: v=spf1 include:_spf.google.com -all)

DKIM (DomainKeys Identified Mail)

DKIM adds a digital signature to your emails, allowing receiving servers to verify that the email hasn’t been tampered with during transit.

How to implement DKIM:

• Generate a public-private key pair.
• Add the public key to your domain’s DNS records as a TXT record.
• Configure your email server to sign outgoing emails with the private key.
• If using an email service provider, they often have tools to help set up DKIM.

DMARC (Domain-based Message Authentication, Reporting & Conformance)

DMARC builds on SPF and DKIM, allowing domain owners to specify how to handle emails that fail authentication checks.

How to implement DMARC:

• Create a DMARC policy in your DNS records.
• Start with a monitoring policy: v=DMARC1; p=none; rua=mailto:dmarc-reports@yourdomain.com
• Gradually increase strictness: p=quarantine or p=reject
• Regularly review DMARC reports to refine your policy.

Best Practices for Email Deliverability

• Use a professional email address with your company’s domain.
• Implement SPF, DKIM, and DMARC properly.
• Maintain a clean email list by regularly removing bounced addresses.
• Avoid using spam trigger words in your subject lines and content.
• Personalise your emails and avoid overly promotional language.
• Maintain a consistent sending schedule and volume.
• Monitor your email reputation regularly.

Improving email deliverability is an ongoing process. By implementing these authentication protocols and following best practices, you can significantly increase the chances of your emails reaching their intended recipients.

Remember, good email practices not only improve deliverability but also enhance your professional image and communication effectiveness.

Have you encountered email deliverability issues? What strategies have worked for you? Share your experiences in the comments below!