{"id":94638,"date":"2024-04-04T10:52:48","date_gmt":"2024-04-04T14:52:48","guid":{"rendered":"https:\/\/www.litmus.com\/?page_id=94638"},"modified":"2025-12-05T12:28:15","modified_gmt":"2025-12-05T17:28:15","slug":"email-deliverability-spam-best-practices","status":"publish","type":"page","link":"https:\/\/www.litmus.com\/email-deliverability-spam-best-practices","title":{"rendered":"Spam and Deliverability Knowledge Center"},"content":{"rendered":"<section class=\"page-header-2024 page-header-hero \" style=\"background-color:#b5cfe3;\">\n\t\t<div class=\"container\">\n\t\t\t<div class=\"row py-5 d-flex align-items-center\">\n\t\t\t\t<div class=\"col-12 col-lg-5\">\n\t\t\t\t\t\t\t\t\t\t<h1>Spam and Deliverability Knowledge Center<\/h1>\n\t\t\t\t\t\t\t\t\t\n\t<p class=\"header-description mt-3 mb-4 lh-base\">Make it to the inbox\u2014not the spam folder using insights from the deliverability experts. Consider this your one-stop-shop to help you understand everything there is to know about spam and email deliverability. <\/p>\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"col-12 col-lg-7 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/spam_hub_hero.svg\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/spam_hub_hero.svg 529w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/spam_hub_hero.svg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/spam_hub_hero.svg 150w\" class=\"header-image\t\t  w-75\" >\n\t\t\t\t\t\t\t\t\t<\/div><!--col-7-->\n\t\t\t<\/div><!--row-->\n\t\t<\/div><!--container-->\n<\/section>\n\n<section >\n    <div class=\"container\">\n        <div class=\"row\">\n            <nav class=\"navbar navbar-expand-lg mini-navbar\">\n  <div class=\"container-fluid\">\n    <button class=\"navbar-toggler mx-auto secondary-blue-button text-white d-flex d-lg-none align-items-center justify-content-center w-75 mt-5\" type=\"button\" data-bs-toggle=\"collapse\" data-bs-target=\"#internal-mini-nav\" aria-controls=\"internal-mini-nav\" aria-expanded=\"false\" aria-label=\"Toggle navigation\">\n      <span class=\"navbar-toggler-icon text-white d-flex align-items-center justify-content-center\"><i class=\"fa-solid fa-square-caret-down\"><\/i><\/span>\n    <\/button>\n    <div class=\"collapse navbar-collapse\" id=\"internal-mini-nav\">\n      <ul class=\"navbar-nav mx-auto mb-2 mt-2 mb-lg-0 secondary-blue-mini-nav bold\">\n\t\t  \n\t\t  \n        \n\t\t  \t\t     <li class=\"nav-item\">\n          <a class=\"nav-link active\" aria-current=\"page\" rel=\"noopener\" href=\"#internal1\">Get started<\/a>\n        <\/li>\n\t\t\t\t\t\t\t  \t\t\t\n        \n\t\t  \t\t     <li class=\"nav-item\">\n          <a class=\"nav-link active\" aria-current=\"page\" rel=\"noopener\" href=\"#internal2\">Featured Email Deliverability Content<\/a>\n        <\/li>\n\t\t\t\t\t\t\t  \t\t\t\n        \n\t\t  \t\t     <li class=\"nav-item\">\n          <a class=\"nav-link active\" aria-current=\"page\" rel=\"noopener\" href=\"#internal3\">FAQs<\/a>\n        <\/li>\n\t\t\t\t\t\t\t  \t\t\t\n        \n\t\t  \t\t     <li class=\"nav-item\">\n          <a class=\"nav-link active\" aria-current=\"page\" rel=\"noopener\" href=\"#internal4\">Go-to videos<\/a>\n        <\/li>\n\t\t\t\t\t\t\t  \t\t\t\n        \n\t\t  \t\t     <li class=\"nav-item\">\n          <a class=\"nav-link active\" aria-current=\"page\" rel=\"noopener\" href=\"#internal5\">See how Litmus can help<\/a>\n        <\/li>\n\t\t\t\t\t\t\t  \t\t\t \n\t\t  \n      <\/ul>\n    <\/div>\n  <\/div>\n<\/nav>\n        <\/div><!--row-->\n    <\/div><!--container-->\n<\/section>\n\n<section class=\"overflow-hidden\t\t\t\t py-5\t\t\t\t\"  id=\"internal1\"\t\t >\n\t<div class=\"container\">\n\t\t<div class=\"row\">\n\t\t\t<h2 class=\"bold text-center h-lg mb-4 pb-1\">Jump Right In<\/h2>\t\t\t\t\t<\/div><!--row-->\n\t<\/div><!--container-->\n\t<div class=\"container\">\n\t\t<div class=\"row g-5 row-cols-1 row-cols-lg-3\">\n\t\t\t\t\t\t<div class=\"col mx-auto\">\n\t\t\t\t<div class=\"shadow text-center p-5 h-100 d-flex flex-column \">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/icon_experts_blue.svg\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/icon_experts_blue.svg 100w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/icon_experts_blue.svg 100w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/icon_experts_blue.svg 100w\" class=\"mb-4 mx-auto\" width=\"100\" height=\"100\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"h-md bold mb-auto pb-2\"> Expert advice: Why emails go to spam<\/h3>\n\t\t\t\t\t                    <div class=\"flex-grow-1 mb-auto\">\n\t\t\t\t\t<p><span style=\"font-weight: 400;\">Get the scoop from deliverability experts on why emails go to spam\u2014and how to avoid it.<\/span><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t            \n\t\t\t\t\t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-emails-go-to-spam\">\n\t\t\t\t\t\t<button class=\"btn secondary-blue-button text-white align-self-end\">\n\t\t\t\t\t\t\tGet the Guide\t\t\t\t\t\t<\/button>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/div><!--shadow text-center-->\n\t\t\t<\/div><!--col-12 col-lg-4-->\n\t\t\t\t\t\t<div class=\"col mx-auto\">\n\t\t\t\t<div class=\"shadow text-center p-5 h-100 d-flex flex-column \">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/brief_icon_blue.svg\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/brief_icon_blue.svg 100w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/brief_icon_blue.svg 100w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/brief_icon_blue.svg 100w\" class=\"mb-4 mx-auto\" width=\"100\" height=\"100\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"h-md bold mb-auto pb-2\"> Email deliverability cheat sheet<\/h3>\n\t\t\t\t\t                    <div class=\"flex-grow-1 mb-auto\">\n\t\t\t\t\t<p><span style=\"font-weight: 400;\">Know your DKIM from your DMARC\u2014and discover what exactly BIMI means with this cheat sheet.<\/span><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t            \n\t\t\t\t\t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/27-deliverability-terms-every-email-marketer-should-know\">\n\t\t\t\t\t\t<button class=\"btn secondary-blue-button text-white align-self-end\">\n\t\t\t\t\t\t\tDownload the guide\t\t\t\t\t\t<\/button>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/div><!--shadow text-center-->\n\t\t\t<\/div><!--col-12 col-lg-4-->\n\t\t\t\t\t\t<div class=\"col mx-auto\">\n\t\t\t\t<div class=\"shadow text-center p-5 h-100 d-flex flex-column \">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"email send and email testing by litmus\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/icon_send_blue.svg\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/icon_send_blue.svg 100w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/icon_send_blue.svg 100w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/icon_send_blue.svg 100w\" class=\"mb-4 mx-auto\" width=\"100\" height=\"100\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"h-md bold mb-auto pb-2\"> Where will your email appear?<\/h3>\n\t\t\t\t\t                    <div class=\"flex-grow-1 mb-auto\">\n\t\t\t\t\t<p><span style=\"font-weight: 400;\">Find out which Gmail tab your email is most likely to appear under.<\/span><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t            \n\t\t\t\t\t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/gmail-category-tab-test\">\n\t\t\t\t\t\t<button class=\"btn secondary-blue-button text-white align-self-end\">\n\t\t\t\t\t\t\tSend it and see\t\t\t\t\t\t<\/button>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/div><!--shadow text-center-->\n\t\t\t<\/div><!--col-12 col-lg-4-->\n\t\t\t \n\t\t<\/div><!--row-->\n\t<\/div><!--container-->\n<\/section>\n\n<style>\n    .bookmark {width:fit-content;}\n<\/style>\n<section \tclass=\"pb-2 pt-5\" >\n    <div class=\"container\">\n        <div class=\"row\">\n            <a rel=\"noopener\" target=\"_blank\" href=\"javascript:void(0)\" onClick=\"return litmus_favorite(this);\" class=\"text-black\"><div class=\"col-12 col-lg-4 rounded-3 d-flex align-items-center p-4 background-lighter-orange mx-auto align-items-center bookmark\" id=\"bookmark-this\">\n                <img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/bookmark_icon.svg\" width=\"32\" height=\"40\" alt=\"\">\n                <p class=\"mb-0 ps-3\">Bookmark this page for all your email deliverability needs. <\/p>\n                <\/div><\/a><!--col-12 col-lg-4 rounded-3-->\n        <\/div><!--row-->\n    <\/div><!--container-->\n    <\/section>\n\n<section \t\t class=\"py-5 mt-5\"\t\t > \n\t<div class=\"container\">\n\t\t<div class=\"row\">\n\t\t\t<div class=\"col-12\">\n\t<h2 class=\"h-lg\">Stay out of the spam folder\u2026 for good<\/h2>\t<div class=\"lh-lg\"><p>70% of emails show at least one spam-related issue that could keep them out of the inbox. While there are a plethora of reasons <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-deliverability-facts\">why emails go to spam<\/a>\u2014from send volumes to permissions to content quality\u2014these resources will help you navigate your emails to the inbox.<\/p>\n<\/div>\t\t<\/div><!--col-12-->\n\t\t<\/div><!--row-->\n\t<\/div><!--container-->\n<\/section>\n\n<script src=\"https:\/\/ajax.googleapis.com\/ajax\/libs\/jquery\/1.10.0\/jquery.min.js\"><\/script>\n<script>\n$(document).ready(function(){\n  \n$('.loop').owlCarousel({\n    loop:false,\n    navText : ['<i class=\"fa fa-angle-left\" aria-hidden=\"true\"><\/i>','<i class=\"fa fa-angle-right\" aria-hidden=\"true\"><\/i>'],\n    margin:30,\n    nav:true,\n    autoPlay: false,\n    dots: false,\n    responsive:{\n        0:{\n            items:1\n        },\n        600:{\n            items:1\n        },\n        1000:{\n            items:3\n        }\n    }\n})\n});\n<\/script>\n\n<section class=\"content-cards-carousel\t pb-5 mb-5 pt-4\"  id=\"internal2\">\n        <div class=\"container py-0\">\n\t\t\t<div class=\"row\">\n\t\t<h2 class=\"h-lg col-6 col-lg-12\">Featured email deliverability Content<\/h2>\n\t\t<div class=\"row\">\n\t\t\t<div class=\"loop owl-carousel owl-theme pt-0\">\n\t\t\t\t\t\t<div class=\"item h-100\">\n              <div class=\"post-card h-100\"> <div class=\"card background-lighter-gray h-100\"> <div class=\"embed-responsive embed-responsive-16by9\">\n\t\t\t\t\t\t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\"><div class=\"bg-img bg-abs embed-responsive-item\" style=\"background-image:url(https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/03\/Getting-Started-with-BIMI-LP-768x435.png)\"><\/div><\/a>\n\t\t\t\t\t<div class=\"card-body p-5\">\n\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"h-sm card-title bold\">\n\t\t\t\t\t\t\t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\" class=\"text-black\"><span class=\"fs-6 text-uppercase text-orange bold d-block mb-3\">Email Campaign Management<\/span> Getting Started with BIMI<\/a>\n\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\" class=\"text-black\"><p>Get a visual guide on how to get started with Brand Indicators for Message Identification (BIMI).<\/p><\/a>\n\t\t\t\t\t<\/div> <!--card-body-->\n\t\t\t\t  <\/div> <!--embed-responsive-->\n\t\t\t\t  <\/div><!--card-->\n            <\/div><!--post-card-->\n\t\t\t\t<\/div><!--item-->\n\t\t\t\t\t\t<div class=\"item h-100\">\n              <div class=\"post-card h-100\"> <div class=\"card background-lighter-gray h-100\"> <div class=\"embed-responsive embed-responsive-16by9\">\n\t\t\t\t\t\t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/new-yahoo-gmail-email-deliverability-rules\"><div class=\"bg-img bg-abs embed-responsive-item\" style=\"background-image:url(https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/11\/ZeroBounce-768x403.png)\"><\/div><\/a>\n\t\t\t\t\t<div class=\"card-body p-5\">\n\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"h-sm card-title bold\">\n\t\t\t\t\t\t\t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/new-yahoo-gmail-email-deliverability-rules\" class=\"text-black\"><span class=\"fs-6 text-uppercase text-orange bold d-block mb-3\">Blog<\/span> Email Deliverability Rules: How to Make Sure You Reach Your Gmail and Yahoo Subscribers<\/a>\n\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/new-yahoo-gmail-email-deliverability-rules\" class=\"text-black\"><p>Learn about the new Yahoo and Gmail sender requirements and the steps you need to take to comply with the new rules.<\/p><\/a>\n\t\t\t\t\t<\/div> <!--card-body-->\n\t\t\t\t  <\/div> <!--embed-responsive-->\n\t\t\t\t  <\/div><!--card-->\n            <\/div><!--post-card-->\n\t\t\t\t<\/div><!--item-->\n\t\t\t        <\/div><!--loop owl-carousel owl-theme pt-0-->\n      <\/div><!--row-->\n\t<\/div><!--row-->\n\t<\/div><!--container-->\n    <\/section>\n\n      <script type=\"application\/ld+json\">\n  \n{\n  \"@context\": \"https:\/\/schema.org\",\n  \n  \"@type\": \"FAQPage\",\n  \"mainEntity\":[ \n    {\n        \n        \"@type\": \"Question\",\n        \"name\": \"How do I check if my emails are marked as spam?\",\n        \"acceptedAnswer\": {\n          \"@type\": \"Answer\",\n          \"text\": \"The easiest way to check if your emails are being marked as spam is to use a spam testing tool like Litmus Spam Testing to check your spam or sender score.\nKeeping an eye on engagement metrics can reveal other telltale signs that your emails are being marked as spam. If you see a sudden decrease in email engagement metrics\u2014like open rate\u2014that might be a clue your emails are not being successfully delivered to the inbox.\n\"\n        } },{\n        \n        \"@type\": \"Question\",\n        \"name\": \"What email marketing metrics should I focus on for inbox placement?\",\n        \"acceptedAnswer\": {\n          \"@type\": \"Answer\",\n          \"text\": \"Delivery rate, bounce rate, click-through rate, and spam complaint rate are all key email metrics to monitor that could help indicate if you\u2019re ending up in the spam folder. \n\"\n        } },{\n        \n        \"@type\": \"Question\",\n        \"name\": \"What factors affect email deliverability?\",\n        \"acceptedAnswer\": {\n          \"@type\": \"Answer\",\n          \"text\": \"There are a number of elements that could impact whether your emails are delivered to the inbox.\n\nAuthentication: Implementing authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) can help verify your identity as a legitimate sender and improve deliverability\nSender Reputation: The reputation of your email sending domain or IP address\u00a0 influences whether your emails will land in the inbox or spam folder. Consistently sending high-quality, relevant content to engaged subscribers helps build a positive sender reputation.\nContent Quality: The content of your emails, including subject lines, body text, images, and links, plays a crucial role in deliverability. Avoid misleading subject lines, excessive use of symbols, or shortened links provided by link shorteners, as these can trigger spam filters.\nSubscriber Engagement: Engagement metrics such as open rates, click-through rates, and how often recipients mark your emails as spam can impact deliverability. Emails that are opened, clicked, and interacted with signal to email providers that your messages are wanted and relevant.\nList Hygiene: Keeping your email list clean and up-to-date is essential for good deliverability. Considering implementing a re-engagement email program to remove inactive or invalid email addresses regularly to maintain a healthy subscriber list.\n\n\"\n        } },{\n        \n        \"@type\": \"Question\",\n        \"name\": \"How can Litmus Spam testing help keep my emails out of spam?\",\n        \"acceptedAnswer\": {\n          \"@type\": \"Answer\",\n          \"text\": \"Using Litmus Spam Testing, you can:\n\nDiscover if you\u2019re blocklisted: When you check your IP address and sending domains against common blocklists, you\u2019ll be notified if you\u2019re on any of them\nCheck your infrastructure: Validate that your email is properly authenticated using DKIM and SPF, and ensure your DMARC record is set up correctly\n\nTest against major spam filters: Get your emails scanned across popular spam filters from inbox providers and webmail services, as well as scored-bsed filters frequently used for corporate spam filtering.\n\"\n        } },{\n        \n        \"@type\": \"Question\",\n        \"name\": \"Can I use Litmus Testing with my email service provider?\",\n        \"acceptedAnswer\": {\n          \"@type\": \"Answer\",\n          \"text\": \"While Litmus Spam Testing works with any email service provide, Litmus integrates seamlessly with Campaign Monitor, MailChimp, Eloqua, Salesforce Marketing Cloud, or Marketo for faster spam testing.\n\"\n        } }  ]\n}\n<\/script>\n\n<section class=\"faq py-5\" id=\"faqs-block_671f7dc3caa008f3b5d22c7f77a51c51\">\n\t<div class=\"container overflow-hidden\">\n\t\t<div class=\"row g-5\">\n\t\t\t<div class=\"col-md-4\">\n\t\t\t\t\t<h2>Email Deliverability FAQs<\/h2>\n\t\t\t\t\t<p><span id=\"internal3\">Have a question about email devliverability not answered here?<\/span><\/p>\n\t\t\t\t    <a class=\"btn btn-primary text-nowrap\" rel=\"noopener\" href=\"https:\/\/litmus.com\/community\" target=\"_self\">Ask the Community<\/a>\n\t\t\t<\/div>\n\t\t\t<div class=\"col-md-8\">\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<div class=\"faq-wrapper\" id=\"faq-wrapper-block_671f7dc3caa008f3b5d22c7f77a51c51\">\n\t\t\t\t\t    \t\t\t\t\t\t<div class=\"accordion-item border-bottom p-0\">\n\t\t\t\t\t\t\t<div id=\"faq-question-0 p-3\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"w-100 fs-5 text-uppercase m-0 p-3 d-flex align-items-center \" data-bs-toggle=\"collapse\" data-bs-target=\"#faq-answer-0\" aria-expanded=\"true\" aria-controls=\"faq-answer-0\"><strong> How do I check if my emails are marked as spam?<\/strong><\/h3>\n\t\t\t\t\t\t\t<\/div><!--faq-question-1 p-3-->\n\t\t\t\t\t\t\t<div id=\"faq-answer-0\" class=\"collapse px-3 pb-3 show\" aria-labelledby=\"faq-question-0\" data-bs-parent=\"#faq-wrapper-block_671f7dc3caa008f3b5d22c7f77a51c51\">\n\t\t\t\t\t\t\t\t\t<p>The easiest way to check if your emails are being marked as spam is to use a spam testing tool like <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/spam-filter-tests\">Litmus Spam Testing<\/a> to check your spam or sender score.<\/p>\n<p>Keeping an eye on engagement metrics can reveal other telltale signs that your emails are being marked as spam. If you see a sudden decrease in email engagement metrics\u2014like open rate\u2014that might be a clue your emails are not being successfully delivered to the inbox.<\/p>\n\t\t\t\t\t\t\t<\/div><!--faq-answer-1-->\n\t\t\t\t\t\t<\/div><!--accordion-item border-bottom p-0-->\n\t\t\t\t\t    \t\t\t\t\t\t<div class=\"accordion-item border-bottom p-0\">\n\t\t\t\t\t\t\t<div id=\"faq-question-1 p-3\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"w-100 fs-5 text-uppercase m-0 p-3 d-flex align-items-center collapsed\" data-bs-toggle=\"collapse\" data-bs-target=\"#faq-answer-1\" aria-expanded=\"false\" aria-controls=\"faq-answer-1\"><strong> What email marketing metrics should I focus on for inbox placement?<\/strong><\/h3>\n\t\t\t\t\t\t\t<\/div><!--faq-question-1 p-3-->\n\t\t\t\t\t\t\t<div id=\"faq-answer-1\" class=\"collapse px-3 pb-3 \" aria-labelledby=\"faq-question-1\" data-bs-parent=\"#faq-wrapper-block_671f7dc3caa008f3b5d22c7f77a51c51\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Delivery rate, bounce rate, click-through rate, and spam complaint rate are all key email metrics to monitor that could help indicate if you\u2019re ending up in the spam folder. <\/span><\/p>\n\t\t\t\t\t\t\t<\/div><!--faq-answer-1-->\n\t\t\t\t\t\t<\/div><!--accordion-item border-bottom p-0-->\n\t\t\t\t\t    \t\t\t\t\t\t<div class=\"accordion-item border-bottom p-0\">\n\t\t\t\t\t\t\t<div id=\"faq-question-2 p-3\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"w-100 fs-5 text-uppercase m-0 p-3 d-flex align-items-center collapsed\" data-bs-toggle=\"collapse\" data-bs-target=\"#faq-answer-2\" aria-expanded=\"false\" aria-controls=\"faq-answer-2\"><strong> What factors affect email deliverability?<\/strong><\/h3>\n\t\t\t\t\t\t\t<\/div><!--faq-question-1 p-3-->\n\t\t\t\t\t\t\t<div id=\"faq-answer-2\" class=\"collapse px-3 pb-3 \" aria-labelledby=\"faq-question-2\" data-bs-parent=\"#faq-wrapper-block_671f7dc3caa008f3b5d22c7f77a51c51\">\n\t\t\t\t\t\t\t\t\t<p>There are a number of elements that could impact whether your emails are delivered to the inbox.<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Authentication:<\/strong> Implementing authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) can help verify your identity as a legitimate sender and improve deliverability<\/li>\n<li aria-level=\"1\"><strong>Sender Reputation:<\/strong> The reputation of your email sending domain or IP address\u00a0 influences whether your emails will land in the inbox or spam folder. Consistently sending high-quality, relevant content to engaged subscribers helps build a positive sender reputation.<\/li>\n<li aria-level=\"1\"><strong>Content Quality:<\/strong> The content of your emails, including subject lines, body text, images, and links, plays a crucial role in deliverability. Avoid misleading subject lines, excessive use of symbols, or shortened links provided by link shorteners, as these can trigger spam filters.<\/li>\n<li aria-level=\"1\"><strong>Subscriber Engagement:<\/strong> Engagement metrics such as open rates, click-through rates, and how often recipients mark your emails as spam can impact deliverability. Emails that are opened, clicked, and interacted with signal to email providers that your messages are wanted and relevant.<\/li>\n<li aria-level=\"1\"><strong>List Hygiene:<\/strong> <span style=\"background-color: var(--bs-body-bg); font-size: 1rem; text-align: var(--bs-body-text-align);\">Keeping your email list clean and up-to-date is essential for good deliverability. Considering implementing a<\/span><a style=\"background-color: var(--bs-body-bg); font-size: 1rem; text-align: var(--bs-body-text-align);\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-templates\/re-engagement\"> re-engagement email program<\/a><span style=\"background-color: var(--bs-body-bg); font-size: 1rem; text-align: var(--bs-body-text-align);\"> to remove inactive or invalid email addresses regularly to maintain a healthy subscriber list.<\/span><\/li>\n<\/ul>\n\t\t\t\t\t\t\t<\/div><!--faq-answer-1-->\n\t\t\t\t\t\t<\/div><!--accordion-item border-bottom p-0-->\n\t\t\t\t\t    \t\t\t\t\t\t<div class=\"accordion-item border-bottom p-0\">\n\t\t\t\t\t\t\t<div id=\"faq-question-3 p-3\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"w-100 fs-5 text-uppercase m-0 p-3 d-flex align-items-center collapsed\" data-bs-toggle=\"collapse\" data-bs-target=\"#faq-answer-3\" aria-expanded=\"false\" aria-controls=\"faq-answer-3\"><strong> How can Litmus Spam testing help keep my emails out of spam?<\/strong><\/h3>\n\t\t\t\t\t\t\t<\/div><!--faq-question-1 p-3-->\n\t\t\t\t\t\t\t<div id=\"faq-answer-3\" class=\"collapse px-3 pb-3 \" aria-labelledby=\"faq-question-3\" data-bs-parent=\"#faq-wrapper-block_671f7dc3caa008f3b5d22c7f77a51c51\">\n\t\t\t\t\t\t\t\t\t<p>Using Litmus Spam Testing, you can:<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Discover if you\u2019re blocklisted: <\/strong>When you check your IP address and sending domains against common blocklists, you\u2019ll be notified if you\u2019re on any of them<\/li>\n<li aria-level=\"1\"><strong>Check your infrastructure: <\/strong>Validate that your email is properly authenticated using DKIM and SPF, and ensure your DMARC record is set up correctly<\/li>\n<\/ul>\n<p>Test against major spam filters: Get your emails scanned across popular spam filters from inbox providers and webmail services, as well as scored-bsed filters frequently used for corporate spam filtering.<\/p>\n\t\t\t\t\t\t\t<\/div><!--faq-answer-1-->\n\t\t\t\t\t\t<\/div><!--accordion-item border-bottom p-0-->\n\t\t\t\t\t    \t\t\t\t\t\t<div class=\"accordion-item border-bottom p-0\">\n\t\t\t\t\t\t\t<div id=\"faq-question-4 p-3\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"w-100 fs-5 text-uppercase m-0 p-3 d-flex align-items-center collapsed\" data-bs-toggle=\"collapse\" data-bs-target=\"#faq-answer-4\" aria-expanded=\"false\" aria-controls=\"faq-answer-4\"><strong> Can I use Litmus Testing with my email service provider?<\/strong><\/h3>\n\t\t\t\t\t\t\t<\/div><!--faq-question-1 p-3-->\n\t\t\t\t\t\t\t<div id=\"faq-answer-4\" class=\"collapse px-3 pb-3 \" aria-labelledby=\"faq-question-4\" data-bs-parent=\"#faq-wrapper-block_671f7dc3caa008f3b5d22c7f77a51c51\">\n\t\t\t\t\t\t\t\t\t<p>While Litmus Spam Testing works with any email service provide, Litmus integrates seamlessly with Campaign Monitor, MailChimp, Eloqua, Salesforce Marketing Cloud, or Marketo for faster spam testing.<\/p>\n\t\t\t\t\t\t\t<\/div><!--faq-answer-1-->\n\t\t\t\t\t\t<\/div><!--accordion-item border-bottom p-0-->\n\t\t\t\t\t    \t\t\t\t<\/div><!--faq-wrapper-->\n\t\t\t<\/div><!--col-md-8-->\n\t\t<\/div><!--row-->\n\t<\/div><!--container-->\n<\/section>\n\n<section \tclass=\"py-5 mt-5\"  id=\"internal4\">\n    <div class=\"container\">\n        <div class=\"row\">\n            <h2 class=\"h-lg mb-5\">Go-to videos<\/h2>\n        <\/div><!--row-->\n        <div class=\"row\">\n            <div class=\" col-12 col-lg-8\" >\n\t\t\t\t\n\t\t\t\t\t\t\t\t\n<script src=\"\/\/fast.wistia.com\/embed\/medias\/tkz5ntiqe3.jsonp\" async><\/script>\n<script src=\"\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script>\n<div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\n<div class=\"wistia_embed wistia_async_tkz5ntiqe3 seo=false videoFoam=true popover=true popoverAnimateThumbnail=true\" style=\"height:100%;width:100%\">&nbsp;<\/div><\/div><\/div>\n                <p class=\"bold mt-3 fs-4\">Straight Talk: Why Do Emails Go to Spam (or the Inbox) <\/p>            <\/div><!--col-12 col-lg-9-->\n\t\t\t             <div class=\"col-12 col-lg-4\">\n                 <div class=\"row d-flex align-content-between\">\n                     <div class=\"col-12 px-lg-5\">\n                         <script src=\"\/\/fast.wistia.com\/embed\/medias\/4epsukst5p.jsonp\" async><\/script>\n<div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\n<div class=\"wistia_embed wistia_async_4epsukst5p seo=false videoFoam=true popover=true popoverAnimateThumbnail=true\" style=\"height:100%;width:100%\">&nbsp;<\/div><\/div><\/div>\n                         <p class=\"bold mt-3\">Improve your email deliverability and optimize sends<\/p>\n                     <\/div><!--col-12-->\n                     <div class=\"col-12 px-lg-5\">\n                         <script src=\"\/\/fast.wistia.com\/embed\/medias\/xi288fcgcg.jsonp\" async><\/script>\n<div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\n<div class=\"wistia_embed wistia_async_xi288fcgcg seo=false videoFoam=true popover=true popoverAnimateThumbnail=true\" style=\"height:100%;width:100%\">&nbsp;<\/div><\/div><\/div>\n                         <p class=\"bold mt-3\">How to use pre-send Spam Testing<\/p>\n                     <\/div><!--col-12-->\n                 <\/div><!--row-->\n            <\/div><!--col-12 col-lg-9-->\n\t\t\t        <\/div><!--row-->\n    <\/div><!--container-->\n<\/section>\n\n<section   id=\"internal5\">\n    <div class=\"container\">\n        <div class=\"row\">\n            <div class=\"col-12 rounded-3 p-5\" style=\"background-color:#F1F5F9;\">\n                <div class=\"row d-flex align-items-center\">\n\t\t\t\t\t<div class=\"col-12 col-lg-2 text-center mb-3 mb-lg-0\"><span class=\"badge rounded-pill background-white text-black text-uppercase bold p-2 mr-4\"><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/litmus_wheel.svg\" width=\"32\" height=\"32\"> Litmus Tip<\/span>\n\t\t\t\t\t<\/div><!--col-->\n                <div class=\"col\">\n                    <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/help.litmus.com\/article\/94-spam-test-using-esp-connection\" class=\"text-black\"><h2 class=\"h-lg\">Spam test your email in Litmus<\/h2><\/a>\n                    <div class=\"d-flex align-items-center\"><ul class=\"find-it-here mb-0\"> \n\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"mb-3 mb-lg-0 background-white\">Connect your email service provider (ESP) to Litmus and pull emails directly from your ESP for efficient spam testing.<\/li>\n\t\t\t\t\t\t \n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/div><!--d-flex align-items-center-->\n\t\t\t\t\t<\/div><!--col-->\n                <\/div><!--row-->\n            <\/div><!--col-12-->\n        <\/div><!--row-->\n    <\/div><!--container-->\n<\/section>\n\n<section style=\"background: linear-gradient(to top,#30363f 0%,#30363f 50%,#FFFFFF 50%,#FFFFFF 100%);\"\n\t\t \t\t class=\"py-5 mt-5\"\t\t > \n\t<div class=\"container\"> <div class=\"row px-3\"> <div class=\"col p-5 background-white text-center shadow-lg footer-cta\">\n\t<h2>Press send with confidence using Litmus<\/h2>\t<p>Say goodbye to the spam folder with Litmus.<\/p>\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing\" role=\"button\">Book a demo<\/a>\n\t\t\t\t\t\t<\/div><!--col p-5 background-white text-center shadow-lg-->\n\t\t<\/div><!--row px-3-->\n\t<\/div><!--container-->\n<\/section>","protected":false},"excerpt":{"rendered":"<p>This is your email deliverability knowledge center to help you understand everything there is to know about spam and deliverability.<\/p>\n","protected":false},"author":34,"featured_media":94706,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-94638","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Email Spam and Deliverability Knowledge Center - Litmus<\/title>\n<meta name=\"description\" content=\"This is your email deliverability knowledge center to help you understand everything there is to know about spam and deliverability.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/email-deliverability-spam-best-practices\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Spam and Deliverability Knowledge Center - Litmus\" \/>\n<meta property=\"og:description\" content=\"This is your email deliverability knowledge center to help you understand everything there is to know about spam and deliverability.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/email-deliverability-spam-best-practices\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-05T17:28:15+00:00\" \/>\n<meta property=\"og:image\" 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