Stop Emails Going to Spam: A Small Business Guide to Better Deliverability
If you’ve ever sent out a beautifully crafted email campaign and heard nothing but crickets, deliverability might be the issue, not your content.
Email deliverability is the behind-the-scenes tech that decides whether your emails land in the inbox, get flagged as spam, or vanish into the void. This can mean the difference between engaged customers and wasted effort for small businesses.
Let’s break down what affects deliverability and, more importantly, how to fix it.
1. Start With a Healthy Email List
A bloated or outdated list is one of the biggest threats to your sender reputation.
Here’s what to do:
Regularly clean your list. Remove unengaged or invalid emails every 3–6 months.
Use double opt-in. This confirms people want your emails.
Avoid purchased lists. Always build organically—even if it’s slower, it’s safer.
Quick Tip: At Email Wins, we call this the “List Fitness Regime.” A clean list = fewer bounces and better engagement.
2. Authenticate Your Domain
Email providers might treat you like a spammer if your domain isn't verified correctly.
Set up the following:
SPF (Sender Policy Framework) – Verifies you're allowed to send from your domain
DKIM (DomainKeys Identified Mail) – Adds a digital signature to prove legitimacy
DMARC (Domain-based Message Authentication, Reporting & Conformance) – Tells inboxes what to do with unauthenticated messages
If you’re unsure whether you’ve done this, ask your platform provider or work with a consultant to get it sorted. It’s worth it.
3. Send from a Branded Domain, Not Gmail or Outlook
Generic addresses like yourbiz@gmail.com can trigger spam filters and look unprofessional.
Best practice: Use a custom domain email like hello@yourbusiness.co.uk. It builds trust and improves deliverability.
4. Monitor Engagement and Send Quality Content
Inbox providers use engagement signals to judge your emails. You'll be penalised if people delete it without opening it or mark it as spam.
How to stay out of trouble:
Segment your audience so emails feel relevant
Use clear subject lines that match the content.
Avoid spammy phrases like “Act Now!!!” or “Free $$$”
Make your emails mobile-friendly (over 60% are opened on phones)
Pro Insight: Send emails people actually want. That’s your best deliverability tool.
5. Watch Your Sending Behaviour
Erratic sending = a red flag. Build a consistent rhythm.
Tips:
Warm up new domains by gradually increasing send volume.
Avoid massive blasts if your list has gone cold.
Stick to a sending schedule that your subscribers can expect.
6. Check Your Deliverability Reports
Most platforms like MailerLite, Klaviyo, or ConvertKit offer deliverability insights.
Keep an eye on:
Bounce rate (aim for under 2%)
Spam complaint rate (under 0.1%)
Open rates (industry average is 20–25%)
If something’s off, act fast—deliverability can spiral quickly if ignored.
Take Control of Your Inbox.
Email deliverability might not be the most exciting part of email marketing, but it's the foundation of success. By implementing these steps, you're taking control of your communication and ensuring your valuable messages reach your audience. Stay out of the spam folder and build stronger connections with your customers today.
