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Emails are landing in spam

A checklist for spam placement, from authentication to volume to content.

By Fuzegenai TeamLast updated

Spam placement is an outcome of your sending reputation, not a setting you can switch. There is no button that moves mail to the inbox. Work down this checklist in order — the first two items fix most cases, and none of them work instantly.

1. Get authentication right first

SPF, DKIM and DMARC have to be in place and passing for the domain you send from. A poor authentication pass rate caps your mailbox reputation no matter how good everything else looks.

Check the current state from the DNS column on Email Accounts, which reads Pass, Warning, Fail or Unknown for SPF, DKIM, DMARC and MX. Steps are in Set up SPF, DKIM, and DMARC for your domain. The free domain checker checks any domain without signing in.

2. Let warmup do its job

A mailbox with no sending history is treated with suspicion. Warmup builds that history before campaigns start, and keeps a floor of traffic running afterwards so it does not go stale. Do not turn warmup off once a mailbox is active. See What is domain warmup and how long does it take?.

If placement has already slipped, reducing volume for a while is more effective than pushing through it.

3. Keep volume per mailbox modest

Filters react to a sudden jump in volume from one address. To send more, add mailboxes and let the campaign spread across them rather than raising one mailbox's daily limit. Each mailbox has its own limit on Email Accounts; see Sending limits and daily caps.

4. Clean the list before you send

Bounces and unknown-recipient rejections are a strong negative signal, and they feed your reputation score directly. Verify addresses before a large send and remove anything risky. See Why are my emails bouncing?.

5. Simplify the content

Every campaign email is scored before it leaves, and a message that scores too high never sends at all. Even below that line, the same things that raise the score raise your odds of the spam folder:

  • One link at most on a first touch, on your own domain. No link shorteners or redirect services.
  • Plain text rather than heavy HTML, and no image-only bodies.
  • No attachments.
  • Ordinary sentences. Shouting capitals, stacked punctuation and classic sales phrasing all cost you.

More in The spam check that runs before every send. To test a draft before it is in a campaign, paste it into the free spam checker.

6. Read the signals you already have

The Reputation column on Email Accounts and the Per-ESP placement breakdown on the Warmup page show where mail is landing per provider — the worst provider is the one to fix. If you send to Gmail, connecting Google Postmaster Tools adds Google's own view. See Mailbox health and sender reputation.

What to expect

No tool can guarantee inbox placement, and you should be wary of any that says otherwise. The placement figures in Fuzegenai come from warmup seed mailboxes: a genuine early signal about your sending, not a measurement of how every recipient's provider will treat you. Reputation moves slowly in both directions, so judge a change over weeks rather than sends.

If you have worked through all of this and placement has not moved, write to priority@fuzegenai.com with the sending domain.

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