Are your emails not generating the revenue you expect? The problem might not be your content. It could be that your emails are landing in the spam folder.
In 2025, email marketing has become more challenging than ever. With stricter regulations from inbox providers like Google and Yahoo, many brands struggle to get their emails into the main inbox.
But don’t worry—I’ve cracked the code. I send over 100 million emails monthly for clients, achieving an average open rate of 57% (industry average is 30%). In this article, I’ll share proven strategies to improve your email deliverability and boost your revenue.
Why Are Your Emails Going to Spam?
In 2025, inbox providers have tightened their rules to manage the flood of emails. They use a “domain credit score” to decide whether your emails land in the inbox or spam folder. This score depends on three key factors:
- Technical Domain Setup: Proper DNS records and email authentication.
- Email Send Volume and Patterns: Consistent sending and proper domain warm-up.
- Email Engagement Rates: Opens, clicks, replies, and low spam complaints.
Let’s break these down step by step.
Step 1: Fix Your Technical Domain Setup
Your domain’s technical setup is the foundation of email deliverability. Without it, your emails will likely land in spam. Here’s what you need to do:
1. Set Up DMARC, SPF, and DKIM Records
These records authenticate your emails and prove they’re coming from a legitimate source.
- DMARC: Prevents email spoofing and phishing.
- SPF: Verifies your email server’s IP address.
- DKIM: Adds a digital signature to your emails.
Most email platforms like Klaviyo automatically generate SPF and DKIM records. You only need to add the DMARC record manually.
2. Use Tools to Verify Your Setup
Tools like Glock Apps can test your domain setup and inbox placement. It provides a detailed report showing where your emails land (inbox, spam, or tabs).
Step 2: Warm Up Your Domain and Send Consistently
Inbox providers now prioritize consistent email senders. If you send emails sporadically or blast your entire list at once, you’ll hurt your domain credit score.
How to Warm Up Your Domain
- Start by sending emails to a small segment of your list (e.g., 500 people).
- Gradually increase the volume over 1-2 months.
- Monitor open rates and adjust your strategy accordingly.
For example, if you have a list of 2 million subscribers:
- Week 1: Send to 500 people.
- Week 2: Send to 1,000 people.
- Week 3: Send to 5,000 people.
- Continue scaling up until you reach your full list.
Maintain Consistency
Send at least one email per week to keep your domain credit score active. Inbox providers favor consistent senders over sporadic ones.
Step 3: Improve Email Engagement Rates
Engagement is the most critical factor in email deliverability. High open and click rates signal to inbox providers that your emails are valuable.
Key Metrics to Track
| Metric | Ideal Benchmark |
|---|---|
| Open Rate | 50% or higher |
| Click Rate | 1% or higher |
| Reply Rate | Encourage replies |
| Spam Complaint Rate | Below 0.1% |
How to Boost Engagement
- Segment Your List: Only send emails to active subscribers who have opened or clicked in the past 30 days.
- Write Compelling Subject Lines: Keep them short, clear, and action-oriented.
- Encourage Replies: Ask questions or include a call-to-action that prompts responses.
- Avoid Spam Triggers: Don’t use excessive capitalization, emojis, or spammy phrases like “Buy Now!”
Tools to Monitor and Improve Deliverability
Here are some tools to help you stay on top of your email performance:
| Tool | Purpose |
|---|---|
| Glock Apps | Test inbox placement and spam rates. |
| Mail Tester | Check email content for spam triggers. |
| Klaviyo | Automate email campaigns and segment lists. |
| Google Postmaster | Monitor domain reputation with Gmail. |
Conclusion
Email marketing remains one of the highest ROI channels for e-commerce brands. However, in 2025, deliverability challenges have made it harder to reach your audience. By focusing on your technical setup, warming up your domain, and improving engagement rates, you can ensure your emails land in the inbox—not spam.
Start by testing your current deliverability with tools like Glock Apps. Then, implement the strategies outlined above to boost your open rates, clicks, and revenue. Remember, consistency and engagement are key to maintaining a strong domain credit score.
FAQs
1. Why are my emails going to spam?
Your emails may lack proper authentication (DMARC, SPF, DKIM) or have low engagement rates. Inbox providers prioritize emails with high open and click rates.
2. How can I warm up my domain?
Start by sending emails to a small segment of your list and gradually increase the volume over 1-2 months. Monitor open rates to ensure success.
3. What’s a good open rate for emails?
Aim for an open rate of 50% or higher. Industry averages are around 30%, but with proper segmentation and targeting, you can achieve better results.
4. How do I improve email engagement?
Segment your list to target active subscribers, write compelling subject lines, and encourage replies. Avoid spammy content and excessive use of emojis.
5. What tools can I use to test deliverability?
Use tools like Glock Apps, Mail Tester, and Google Postmaster to monitor your inbox placement and domain reputation.
