The most expensive email is the one never read. If your offers regularly land in spam, in 80% of cases the cause is technical — and fixable. In order of importance:
1. The SPF record (most important)
SPF tells Gmail which servers may send from your domain. Without it, every email of yours looks potentially forged. With us it is set automatically; if you use an external mailing service, it must be added to SPF too.
2. The DKIM signature
A digital signature proving the message was not altered in transit and really is from you. cPanel → Email Deliverability shows whether SPF and DKIM are valid — green or a warning.
3. Sending with someone else's From address
A classic: the newsletter system sends with From: yourcompany@gmail.com. Gmail sees the server is not its own → spam. From must be on YOUR domain.
4. Domain reputation
If spam ever left your domain (e.g. after a hack), reputation drops and takes weeks to recover. That is why security and mailing are the same subject.
5. Message content
- SUBJECTS IN CAPS with many exclamation marks
- A single large image with no text
- Shortened links in business correspondence
- Trigger words in combination: free, guaranteed, click now
6. No unsubscribe option (in bulk mail)
A newsletter without a visible unsubscribe link goes to spam automatically — and it is against the rules.
7. Sending to bought lists
The fastest path to permanently damaged reputation: people who do not expect you click Report spam, and that is remembered for months.
How to test
Send a test to a Gmail and an Outlook address. In Gmail open it → Show original → SPF and DKIM should say PASS. If not — call us and we fix the records.
For our clients: SPF, DKIM and a deliverability check are free.