How do I avoid my email campaigns going to spam?
If your emails keep ending up in the spam folder, you’re not alone. Even businesses with great content and strong offers can see their campaigns flagged as junk. The good news? With the right setup and habits, you can avoid spam traps and land in the inbox consistently.
The quickest way to stop your emails from going to spam is to improve your sender reputation, verify your domain, write like a human, and use an email marketing platform with built-in spam protection. Tools like Surge by Thrive’s Email & SMS Marketing suite make it easier to send clean, compliant messages that get delivered.
Let’s walk through the steps that matter most.
1. Set up proper domain authentication
Most email platforms require you to verify your domain using SPF, DKIM, and DMARC records. Without these, your emails look suspicious to inbox providers like Gmail or Outlook.
SPF tells mail servers which IP addresses are allowed to send emails on your behalf. DKIM adds a digital signature to prove your message wasn’t altered. DMARC gives instructions on what to do if SPF or DKIM checks fail.
Not having all three can significantly increase your chances of being marked as spam. Google even announced in 2024 that all bulk senders must use proper domain authentication, or their messages will be rejected or filtered automatically (source).
If you’re using Surge, our team can walk you through the exact DNS settings to authenticate your domain and improve your inbox placement.
2. Avoid spammy content and trigger words
Even if your domain is authenticated, the content of your email can trip spam filters. Avoid overusing phrases like “Make money fast,” “Get rich quick,” or “Click now.” These are red flags for spam filters.
Also, don’t go overboard with exclamation marks, all-caps subject lines, or too many emojis. It’s better to sound like a person, not a sales robot.
Instead of writing:
“🔥GET FREE ACCESS NOW!!!”
Try:
“Let’s show you how to automate lead capture”
You’ll keep your credibility and boost deliverability.
Here’s a helpful list of 188 spam trigger words to avoid: HubSpot Spam Words
3. Clean up your email list
Old or low-quality email lists are a major cause of spam complaints. If you send to invalid emails, your bounce rate will spike, and providers will lose trust in you.
Make sure to:
- Remove hard bounces regularly
- Scrub inactive subscribers
- Never buy email lists
Use custom forms that collect data directly from real users, like the Custom Forms feature inside Surge by Thrive. Every lead captured this way is verified in real time, helping reduce spam complaints and boosting your sender score.
4. Use double opt-in when possible
A double opt-in process asks users to confirm their subscription by clicking a link in a follow-up email. While it adds an extra step, it ensures you’re building a clean, permission-based list. You’ll avoid spam traps and minimize fake or mistyped addresses.
This also helps with legal compliance, especially for businesses emailing people in Canada (CASL) or the EU (GDPR).
If you’re using Surge, our CRM and Lead Capture tools let you configure this process easily inside any campaign.
5. Monitor your sender reputation
Inbox providers track your sender score, which is basically your email “credit score.” If your score drops too low, your messages go straight to spam.
You can monitor your sender reputation using tools like:
Better yet, Surge by Thrive includes deliverability tracking as part of your Email & SMS Marketing dashboard, so you can keep an eye on open rates, bounce rates, and spam complaints all in one place.
6. Use email warm-up if you’re sending from a new domain
If you just launched a new domain or haven’t emailed consistently before, sending large campaigns out of the gate can trigger spam filters.
Instead, use a warming strategy:
- Start by sending small batches to your most engaged contacts
- Slowly increase your send volume over a few weeks
- Focus on getting high open and click rates early on
Surge’s automation tools let you set this up with ease using Workflow Automations that send to selected segments and scale your campaign gradually.
7. Always include a visible unsubscribe link
Every email you send should include a clear unsubscribe option. Not only is it legally required (per the CAN-SPAM Act), but hiding it also makes your message look shady.
Making it easy for people to opt out shows trust and helps you maintain a healthy sender reputation. Surge automatically adds compliant footers to every campaign, so you don’t have to worry about forgetting this step.
8. Use a professional sending platform, not your personal Gmail
Sending campaigns through your personal Gmail or Outlook account is a recipe for spam flags. These services are not designed for bulk email and can get you blacklisted quickly.
Instead, use a platform like Surge by Thrive that’s built for business campaigns and includes domain authentication, spam-checking tools, deliverability monitoring, and full A2P compliance. You’ll look professional and stay compliant without needing a tech team.
Frequently Asked Questions
What’s the ideal frequency to email my list without triggering spam filters?
Sending too often can annoy people, but emailing too rarely can make you look unfamiliar. A consistent cadence of once per week is a good starting point. Surge’s Calendars & Appointment Scheduling tools can help align your email timing with events, promotions, and follow-ups.
How do I know if I’m on a blacklist?
You can use tools like Blacklist Check from MXToolbox to see if your domain or IP has been flagged. If you’re using Surge, our team can help monitor and resolve deliverability issues for you.
Can I resend emails to people who didn’t open?
Yes, but use caution. Wait 48–72 hours, then change the subject line slightly before resending. Don’t resend to people repeatedly or you’ll get marked as spam.
If your email marketing isn’t delivering results, it might be because you’re landing in spam instead of the inbox. Whether you need help verifying your domain, improving your content, or setting up automation, Surge by Thrive can help.
Want to see how we keep your emails out of the spam folder and into your customer’s hands?
Contact us or request a demo today.