In an ideal world it's 2025… You have a wonderful team of email copywriters. Your team of experts spend days putting together an email sequence ahead of an important campaign. 

The design is clean, the message is clear, and you finally hit "…Send." But what if instead of landing in your recipient’s inbox, that email drifts into the spam folder? 

This would frustrate anyone, you included.

For startup companies, entrepreneurs, digital marketers, and just about anyone who bets everything on professional communication, missing the mark (in this case: Inbox) isn’t just annoying; it’s costly too.

Gmail and Yahoo are strict with their filtering these days. Things are tough now. But here’s the good news: landing in spam happens for specific reasons, and I am here to answer your ‘how do I stop emails going to junk in Gmail’s.

What is Email Deliverability (and Why Do Emails End Up in Spam)?

Email deliverability means: Does your email actually land in the inbox? It's like mailing a letter. But if the postman drops it in the wrong mailbox, the effort is wasted.

Your emails are probably ending up in “Spam” Folder for these reasons:

  1. Technical issues — the sender hasn’t set up authentication correctly.
  2. Content problems — the subject or body looks suspicious.
  3. Engagement signals — recipients ignore, delete, or report your emails.

 Even if you’re not a spammer, to a filter, you might look like one if these issues occur.

What Are Spam Filters (and How Do They Work)?

Spam filters work a bit like airport security. Every email is a passenger. Before boarding (landing in the inbox), it’s scanned:

  • Identity: Who is sending this? Is their “ID” (domain, authentication) valid?
  • Content: Does this look like junk? Are there all-caps subject lines or over-promises like “Earn $$$ now”?
  • Behavior: Do people usually open these emails, or do they send them straight to the trash?

So… What’s Different in 2025?

The rules of the game just got stricter. It isn’t about tricking filters anymore. It’s about proving to your clients/buyers that you are legit, trustworthy sender.

Authentication is mandatory. Gmail and Yahoo now require SPF, DKIM, and DMARC setup. No authentication? Expect blocks.

Unsubscribe must be easy. One-click unsubscribe is no longer optional. If users can’t easily opt out, you risk being filtered out.

Complaint rates matter more. Too many “Mark as spam” clicks, and your emails could be sidelined, regardless of quality.

How Would You Know if Your Mails are Going to Junk Folder or not?

We advise you to track these metrics if you want to know what’s going on:

  • Low open rates: If fewer people are opening, it may be because they never saw your email in the inbox.
  • High complaint rates: Too many recipients marking you as spam is a red light.
  • Testing tools: Services like Mail Tester, MXToolbox, or GlockApps can tell you if your email is ready before you hit “send.”

How Do I Stop Emails Landing in the Junk?

Here’s the part you’ve been waiting for. Below are the detailed, proven tactics to prevent emails from going to spam in Gmail or any other email client.

1.  Set Up Your Tech the Right Way

Choose a Reputable ESP 

You'll need to partner up with a reputed email sending software. This SAAS tool will do the heavy lifting for you. Usually, these tools provide built-in solutions like inbox placement testing, monitoring the blacklist, analyzing your emails for spam score, and these tools protect you from shady shared IPs. 

Someone else abused an IP and you're being punished for it - hopefully this won't happen anymore.

You Should Set Up "Email Authentication" System from the Start

We are talking SPF, DKIM, and DMARC. These three work like an ID card. Consistency in your “From” name and address further proves you’re really you. BIMI (Brand Indicators for Message Identification) even lets you display your verified logo beside your emails. 

Add TLS encryption to secure delivery in transit, which Gmail already highlights with a padlock.

Use a Custom Sending Domain

Sending from yourname\@yourcompany.com builds trust and a reputation of its own. Using free domains like Gmail for bulk campaigns looks suspicious.

Warm-Up New Domains and IPs

If you are new to something, you take time to blend in. Do the same with new domains. Send smaller volumes first, then scale up gradually, increasing volume over 14 days or more.

Play by the Rules (Compliance and Permissions)

Rules are meant to be obeyed, even in the world of the internet. People put in several do’s and don’ts of the game. Marketing teams and entrepreneurs should obey them or else, they can get disqualified AKA barred from landing in the inbox. What are those? Let’s find out! 

Follow the Law

CAN-SPAM (US), GDPR (EU), and CASL (Canada) aren’t optional. You need to have clear opt-outs, truthful headers, and proof of consent. Gmail and Yahoo need you to put an "Unsubscribe" option that's visible to everyone.

Don’t Buy Lists (Well, not Unless the Seller is Super Trustworthy)

These often contain spam traps or uninterested users. Grow your list organically with offers, sign-up forms, or content downloads.

Keep Consent Records

If someone questions why they’re on your list, you can show exactly how they opted in.

Keep Your List Fresh and Healthy

Double Opt-In is Your Friend

Have subscribers confirm their email via a verification link. This ensures they’re genuinely interested and filters out bots or typos. It's a follow-up, “Are you sure?” before adding someone.

Clean Your Email List Regularly

Use services like ZeroBounce or NeverBounce to remove invalid or inactive addresses. Send re-engagement campaigns to inactive users, but don’t hesitate to drop them if they stay silent.

Avoid Spam Traps

Spam traps are emails created to catch bad senders. You can avoid them by validating addresses in real time and monitoring engagement.

Offer preferences

Let subscribers adjust how often they hear from you or what type of content they get. If not, they might just hit “Mark as spam” or ‘unsubscribe’ which directly attacks your deliverability.

Write Emails People Want to Read

This is a must. Honestly, this little section can itself be a 1500-word or so blog. Since we are covering several sub topics that address this section of the article, we’ll just briefly keep a record of the key points here.

Put in Good Subject Lines and Preheaders

Keep them short, clear, and relevant. Avoid ALL CAPS or tricks like “RE:” unless they’re real. Preheaders should summarize the content.

Avoid Spam Trigger Words

Words like “Free,” “Claim your prize,” or “Act now” can raise red flags. If you must use them, keep the context natural.

Personalize and Segment

Tailor emails by geography, behavior, or purchase history. Personalization and variation increase engagement and signal inbox providers that your messages are wanted.

Write Engaging, High-Quality Content

Use strong CTAs, clear layouts, and user-friendly designs. Typos, or deceptive tricks (like hidden text), can trigger filters.

Use Spintax for Bulk Outreach

Rotate greetings and phrasing in outreach (e.g., {{Hi Hello Hey}}) {friend buddy mate} so When spun, this could generate outputs like:

“Hello friend!” “Hi buddy!” “Hey mate!”

Limit Links and Attachments

Too many links or large attachments can raise suspicion. Host files on Google Drive, Dropbox, or your site externally. Keep images small (<1MB) and attachments clear.

HTML Best Practices

Avoid outdated tags or overly complex code. Always include alt text for images, and test your email across devices to prevent broken layouts. 

Follow Engagement Patterns and Leverage Reputation

Encourage Engagement

Replies, forwards, and clicks all boost your sender reputation. Every engagement is a signal that people value your email.

Ask for Whitelisting

Ask people to add you to their contacts, especially in welcome emails.

Welcome Emails are a Way to Your Clients’ Hearts

A warm first impression boosts future engagement. Adding a small incentive (discounts, freebies) can help.

Stay consistent

Irregularity confuses filters and frustrates users.

Monitor Sender Reputation

Check your scores using Google Postmaster Tools, Sender Score, or Talos. Healthy metrics include bounce rates below 2%, spam complaints under 0.1%, and low unsubscribes.

Testing and Monitoring

Test before Sending

Tools like Mailtrap, MXToolbox, and Mail Tester simulate how filters see your email.

Avoid Over-Reliance on Pixel Tracking

Tracking pixels for opens can sometimes trigger filters.

Audit regularly

Monitor blacklists and fix problems quickly to protect long-term reputation. 

Conflicts Worth Noting

Attachments: Some experts avoid them entirely; others say they’re fine if explained. Safest bet: link externally whenever possible.

 Frequency: Some recommend boosting volume to engaged users, while others stress steady consistency. The sweet spot is a balance of both.

Final Thoughts

If you want your emails to land in someone's inbox and not spam, there's no easy way out for you. It's all in the process. Your audiences opted into your email list BECAUSE they wanted your take on something. 

We advise our readers to offer value to their customers, pretty soon they'll notice emails won’t just dodge the spam folder; they’ll land where they belong, ready to be read, just like you intended from the start.