Related terms


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SPAM folder

Mail manager folder in which the user's unwanted messages are accumulated. They can be because the user himself marks them as such (complaint) or because they have been considered as SPAM by the incoming mail server.

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Why do emails end up in the SPAM folder?

If an email fails to pass the anti-spam filters created by ISP's (Internet Service Provider), it will end up in the SPAM folder. ISPs are algorithms that are made up of a long list of factors that classify the quality of each email and determine whether or not it can reach the inbox. Keep in mind that each ISP has its own criteria, so the same email can sometimes pass the filter and sometimes not. 

When a campaign does not pass the ISP filters and goes straight to the spam folder, it is a problem. But it is even worse when it passes the filter, but it is the subscriber who marks the email as unwanted. This means that they will not receive your emails again and that the deliverability of future campaigns may be harmed because if there are many who do so, you could end up on blacklists.

The most common reasons why they may mark your email as spam are: they don't remember that they signed up, they get tired of your direct marketing campaigns, they feel harassed by your constant mailings, they don't know who the mailing is from, they can't find the option to unsubscribe or they can't update their preferences. 

How do you prevent your emails from reaching the SPAM folder?

Make sure your sign-up process is double opt-in and clearly explain to your subscribers that they are signing up to receive the newsletter, how often they will receive your communications and make it clear that they can unsubscribe at any time.

Review your latest mailings to make sure you are delivering what you promised you would do when they gave their consent, as well as your unsubscribe statistics to see why they want to stop receiving your messages.

Try to include a reasonable number of links in your emails and avoid creating them with URL shorteners. Do not use links formed from an IP address (

Do not overuse images as emails that only include images are often identified as spam by anti-spam filters. Do not abuse the use of capital letters in your messages or special symbols such as exclamations, percentages, currency symbols, etc....

Finally, if your email is in HTML format, include its alternative text version as well.