Most of the time bulk emails end up in the recipient's spam folders. While there is no one particular cause or a solution to this problem, there are a couple of things that you can follow to avoid it. 

1. Settings and configurations

The list mentions some configurations and guidelines that we strongly recommend adhering to. Without these, emails almost always end up in the spam folder.

  • Keep your DNS records up to date. They can be checked here. You can contact your Internet service provider/ DNS vendor about the same.
  • Use a different setup for bulk mails and production mails.
  • Ensure that your domain reputation is clean. You can check the same in mx toolbox. If your domain is on any RBL, or blacklisted under any rule, your internet service provider can get it delisted. 
  • Do not cross the email sending limit frequently.
  • Use different sender ids for applications if you have more than 4000 emails per day.
  • Do not send multiple emails over a short duration of time. Schedule your emails throughout the non-production hours.

2. Content guidelines

Content guidelines are the best case practices for the content of your email. These are not mandatory, so you can look into these only if your emails are frequently going to spam.

  • Make sure your email has a link to unsubscribe.
  • Include the company information and address at the end of the mail.
  • Ensure the subject line is formal and relevant.
  • Do not put a lot of recipients in the 'To' field. You can use the BCC field instead. 
  • Avoid using spam trigger words such as great offer, winner, dear friend etc.
  • Use standard fonts like Ariel, Roboto, Calibri or times new roman
  • Use online free tools such as mail-tester to check your email for spam score.
  • Optimise the formatting of links/tables for mobile and desktop devices.

Additionally, you can also inform the recipient to mark your email as 'Not Spam' and add your email id to their address book.