why emails go to spam instead of inbox

Why emails go to spam instead of the inbox? Why does it go to the promotions tab?

Last Updated on August 16, 2019 by Santhosh Muralidhar

One of the most defining success points of an e-mail marketing campaign could be “High E-mail open rate”, “Great Click Through Rate”, etc. But If in case if your e-mails are landing up in your subscriber’s promotions tab or spam folder then that E-mail marketing campaign might not give good results.  The reasons for this is that most people don’t check their promotions tab frequently like the way they check their inbox every day. You might have come across this question “why emails go to spam instead of inbox”?. In this article, let’s understand the important things that can help you to ensure that your e-mails go to the subscriber’s inbox.

Hoping that your e-mails comply with all the matters discussed in one of our previous post on e-mail marketing, let’s move ahead further.

What is the solution to this question “why emails go to spam instead of inbox”?

1. Keep the Conversation with your subscribers in a natural way.

One Primary reason that we find e-mails in the promotions tab is that those e-mails are purely meant for marketing purpose. You need to communicate with your subscribers in a natural language just like how you communicate with your friend or colleague. We do not generally use marketing terms while writing e-mails to our friends. This is why the e-mail that we write to our friend goes into our friend’s inbox.

For example An e-mail with a natural subject line “Hello Bob, I just checked out this product, it was cool ” could probably land up in the inbox while an e-mail with a commercial intent Subject line “Hello Bob, Buy this Awesome Product” would land up in the promotion’s tab.

This is just not restricted to the subject lines, you need to write the e-mail body, preview and everything in a natural Conversational language.

Hence it is advisable to e-mail marketers that while writing e-mails, it’s better to use a simple layout & keep the e-mail conversation in a natural language. This is one factor that will help in landing the e-mails in the subscriber’s inbox.

2. Avoid Images, Links and Commerical intent words.

Having too many images and links is a green signal for the e-mail servers to place your e-mails in the Promotions tab. The simple reason behind this is that every time we don’t use images of a product or something like that while writing an e-mail to our friend. But every time when we want to promote our product’s we do send out images in the e-mail body to the leads and subscribers. The very moment that you send images to the leads in the e-mails is the very moment that you start looking like a person promoting some product in the eyes of the e-mails servers. (Gmail servers, Yahoo servers etc). Since the e-mail servers recognized your e-mail as a promotional it will go into the promotions tab.

It would have been great for marketers if people would have hanged up with Gmail Platform to click on Promotion mails in order to buy some product just like they go and buy from Amazon Platform. But the irony is that most people do not check promotion tabs. And most people importantly aren’t logging to Gmail to buy some products mentioned in the promotions tab. But instead, people log in to check their e-mail updates in their inbox daily.

Hence in order for the e-mail servers to place your e-mails in your subscriber’s inbox, it’s very important to ensure that your e-mails aren’t highly commercial intent.

For sending e-mails to subscribers, it is recommended that you design your e-mails in a way just like how you write an e-mail to your friend mentioning some interesting, informative stuff. This is definitely one solution for sure to the question “why emails go to spam instead of inbox”?.


Similarly, the same theory applies to links as well. we don’t generally send 3-4 links in e-mail communication. The same should be followed while sending e-mails to subscribers. It is not advisable to send more than One link in an e-mail.

3. Do not include spammy words and characters.

No point in sending spam stuff and asking yourself “why emails go to spam instead of inbox”?.Have you ever checked your spam box folder?. If you had, then you might have noticed that most of the spam e-mails contain spam words. E-mail servers like Gmail and Yahoo use advanced systems to automatically filter out spam e-mails. The e-mail servers have a set of filtered words. And if your e-mails trigger for those words in the filter then your emails will go into spam. For example, some of those words could be “$$”,$%$, “Free %%$”, $100, and so on.

Hence, while writing e-mails you should not include spammy words. This would ensure that the e-mails do not go into the spam box folder.

Apart from all the above-mentioned things you can implement the strategies discussed in our post about E-mail deliverability. This will help you to achieve your ambition to get the e-mails to deliver to the inbox.

Also, writing relevant e-mail subject line and e-mail communication will increase the open rates of the e-mails. The open rates of your e-mail campaign are one other factor that plays a role in e-mail deliverability.


There are more than a dozen e-mail marketing tools. Similarly, there are many e-mails service providers like Gmail, Yahoo, Hotmail etc. Yes, it’s true that e-mail service platforms like Gmail, yahoo support advertising. But these platforms prefer what people prefer. And people do not prefer to see marketing e-mails in their inbox. Hence, all the marketing e-mails are moved into the promotions tab by platforms like Gmail. Hence it is important for you to never get your e-mail recognized as a marketing e-mail in the eyes of Gmail or Yahoo. Else you will be just left with questions like “why emails go to spam instead of inbox”?.

I hope you had a great time reading this article. Also, I reckon you found a great answer to this question “why emails go to spam instead of inbox?”. If you enjoyed reading the article. Please do share it on social media sites with your friends. Until next time, Be revolving in this digital world. See ya.


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