Our technical setup is optimised for fast, successful, and authenticated delivery, but the final destination of your emails (inbox or spam folder) depends on your reputation as a sender.
Your sender reputation is assigned to the sending domain, and you have control over that reputation if you're using a custom from address (CFA).
Here are some factors that can contribute to a mailbox provider assigning a poor reputation to your sending domain:
Sending to unexpected recipients
If you send emails to recipients who aren't expecting to hear from you, they might mark your mail as spam or junk.
Sending to nonexistent mailboxes
This can negatively impact your sender reputation.
High proportion of unengaged recipients
Sending emails to a large number of recipients who don't interact with your emails can harm your reputation.
Complicated unsubscribe process
If your unsubscribe process is complex, recipients might find it easier to mark your emails as spam instead.
Sudden increase in sending volume
Sending more than double your usual daily volume can be seen as suspicious by some mailbox providers.
Sending to spam traps
This can also lead to a poor sender reputation.
By addressing these factors, you can work towards improving your sender reputation and increase the likelihood of your emails landing in the inbox rather than the spam folder.