Why "Good" Emails Still Go to Spam

Pippa McKenzie
11 hours ago
2 min read

And what to do about it

You’ve got your domain sorted, your email platform humming, and your IP warmed up. All signs say go. But your emails? They’re still missing the mark—sitting unopened or worse, going straight to spam.

Here’s why.

Deliverability isn’t just about ticking technical boxes. Once the backend’s sorted, the real test is what’s inside your emails—and how you send them. Let’s look at the things that often get overlooked but make all the difference.

Get Your Content Right

Spam filters are smarter than ever. They scan your email like a reader would—checking your words, your layout, and your links.

Subject lines count. Writing in ALL CAPS or making over-the-top claims? That’s a red flag. A subtle subject line backed by A/B testing builds trust and gets better results.
Keep it balanced. Emails with a good mix of text and images perform better. If you’re sending image-only emails, expect deliverability issues.
Stick to clean code. Sloppy HTML or copy-paste jobs from Word can break things. Build mobile-first and keep it light.
Avoid broken links. They not only frustrate your readers—they also hurt your sender reputation. Test them all before you hit send.
Alt text matters. It helps people who use screen readers—and it helps your deliverability. Use it on every image.

Build Trust, the Kiwi Way

Getting in the inbox isn’t just about avoiding spammy words—it’s about showing you respect your audience.

Let people unsubscribe easily. If someone’s ready to leave, don’t make it hard. Hiding the link only drives complaints.
Show your real-world address. Not just because the law says so—it proves you’re legit.
Send to people who’ve opted in. Consent matters. If someone didn’t say yes, don’t assume they’re keen.

Delivery Isn’t Set-and-Forget

Even beautifully written emails can get blocked if your sending habits raise red flags.

Send regularly—not randomly. Spikes in volume make inbox providers suspicious. Be consistent.
Segment your audience. A personalised approach means better engagement—and inbox providers notice that.
Keep your list tidy. Remove people who haven’t engaged in a while. Ditch the bounces. A clean list = better results.

Don’t Just Send—Test

Even the pros don’t get it right first time. Testing helps you learn and improve.

Preview your emails. Use tools to see how it looks across different inboxes and devices.
Use a seed list. It helps track whether your email’s landing in inboxes, spam, or promo tabs.
Watch your engagement. High unsubscribes or low opens? That’s a sign something’s off. Fix it before your reputation takes a hit.

A Final Word

Good email deliverability isn’t just about setup—it’s about trust. Trust that builds over time through relevance, respect, and reliability.

When you get the content, timing, and list hygiene right, you’re not just seen—you’re welcomed in.