Published February 12, 2025

Why Your Email Deliverability Is Tanking
(And How to Fix It)

DALL·E 2025-02-05 03.50.38 - A visually striking image of an overflowing spam email inbox, with hundreds of unread emails piling up. The scene is chaotic, emphasizing frustration

Congratulations, You’re Officially a Spammer (Sort Of)

You worked hard on your email campaign. The subject line? Chef’s kiss. The offer? Unbeatable. The results? A whopping 2% open rate because your emails are taking an express trip to Spamville. What went wrong? Well, a few things—most of which are totally avoidable if you stop doing what you’re doing. Let’s break down why your deliverability is tanking and how you can fix it before your emails get permanently ghosted.

1. You’re Committing Email Crimes (AKA Common Spam Triggers)

If your email strategy involves blasting everyone and their mother with a promotional email, congratulations! You’ve been flagged. Email service providers (ESPs) have trust issues, and if your email exhibits sketchy behavior, it gets tossed into the junk folder faster than a fake IRS scam. Here’s what you might be doing wrong:

Using too many spammy words like "FREE MONEY!", "ACT NOW!", or "NOT A SCAM!" (Seriously, stop.)

Sending emails from a generic domain (e.g., Gmail, Yahoo—big nope, get a real business domain).

Ignoring authentication protocols like SPF, DKIM, and DMARC. (Yes, these sound techy, but Google loves them, so set them up.)

Buying email lists. You might as well set your sender reputation on fire.

DALL·E 2025-02-05 03.50.54 - A conceptual image of a person frustrated at a laptop, watching their emails get tossed into a virtual spam folder. The laptop screen glows, showing e

2. Your Domain Reputation Is as Bad as a Celebrity Apology Video

Think of your email domain like your credit score: if you abuse it, it’s really hard to fix. Sending a high volume of emails from a fresh domain without warming it up is like bench pressing 300 pounds without stretching—you’re going to break something.

The Fix:

Warm up your domain. Start slow and gradually increase your email volume. Think of it as training for an email marathon, not a sprint.

Authenticate your emails. SPF, DKIM, and DMARC aren’t just nerdy acronyms—they help ESPs trust you.

Use dedicated sending infrastructure. If you’re serious about email marketing, invest in a dedicated IP or subdomain.

DALL·E 2025-02-05 03.51.27 - A dynamic image of an email successfully landing in an inbox, glowing with success. Other emails are seen struggling to reach the inbox, bouncing off

3. Your Emails Are Boring (and Nobody Cares)

Here’s a harsh truth: if no one is opening or engaging with your emails, ESPs take the hint and start filtering you out. Gmail, Outlook, and Yahoo don’t have time for your unread emails cluttering up inboxes.

The Fix:

Write better subject lines. "Newsletter #47" is not getting opened. Ever.

Send relevant content. If you’re still sending Christmas promotions in February, we have a problem.

Encourage replies. The more people engage with your emails, the better your sender reputation.

Segment your audience. Not everyone cares about the same thing. Stop sending one-size-fits-all emails.

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Why Your Email Deliverability Is Tanking (And How to Fix It)