Check if you set up SPF (Sender Policy Framework) correctly to provide a public list of sending IPs that are approved to send email from your domain. So when you’re troubleshooting spam issues, start here: In fact, missing or improperly set up authentication is one of the most common reasons why legitimate email gets thrown into the spam folder. So when an inbox provider’s spam filter spots an email that lacks authentication, that raises red flags. But here’s the good news: There are a bunch of clever email authentication standards that you can put in place to prevent scammers from using your domain without your permission, and inbox providers rely on these standards to decide which emails are legit (and which are spam.) It’s surprisingly easy for spammers and phishers to send emails that appear to come from your brand. Your email isn’t properly authenticated # And why would they: Sharing their secret sauce would only make it easier for spammers, phishers, and other bad actors to work their way around spam filters.īut even if spam filter algorithms are a well-kept secret, we can learn from experience (and lots of troubleshooting.) For more than a decade, we’ve helped responsible senders troubleshoot why their emails got flagged as spam-and often it’s little errors or oversights in your email setup that tip-off spam filters and accidentally send legit email to spam. So what are the factors that tip off spam filters? Mailbox providers will never give away how exactly their spam filters work. Read the comic 13 common reasons why emails land in the spam folder Will she manage to escape? Let's find out. We made a comic about Ruthy Ribbit, an honest sender who finds herself in a pound full of nasty spammers. So when an email-whether that’s personal messages or your brand’s newsletter or transactional email-goes to spam, you’ve done something that caused inbox providers to believe your email is unsolicited or even dangerous, or your email is simply replicating current trends in actual spam. Gmail’s approach to spam scoring will be different from how Yahoo! Mail filters spam, so there’s a chance that your email might make it to the inbox with one provider and land in spam with the other.Īll spam filters have one thing in common though: They’re set up to ensure that the inbox remains a clean, safe space that provides a great experience for the email recipient. It’s important to know that no two spam filters look alike. Advanced filtering mechanisms also use the power of machine learning to stay on top of spam.Others use fingerprinting: an approach where spam filters keep a collection of known spam messages and then calculate how likely it is that an incoming email has a similar intent.Some spam filters rely on scoring mechanisms: if an email’s spam score exceeds a certain threshold, the filter will mark it as spam.Spam filters use a broad range of criteria to analyze emails and to decide whether a message is spam: Spam filters are programs designed to identify unsolicited or dangerous emails so that mailbox providers can stop those messages from reaching the inbox. What’s a spam filter and how does it work? #
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