How to stop your emails from going to spam in Gmail

Noel Bouwmeester
LAST UPDATED
May 31, 2024
READING TIME
7 min.

Here’s a harsh truth:

Your email outreach won’t actually reach your prospect if you don’t land in their inbox.

Getting through to their primary folder is especially hard for Gmail inboxes.

Google’s rules on what a legitimate email looks like are getting stricter constantly.

Here are some tips to help prevent your emails going to spam in Gmail.

1. Warm up your email ♨️

If your sender reputation is poor or non-existent, your emails will land in spam.

A new domain, for example, will have no sender reputation to speak of.

If you use a new domain to send out many daily emails, most will not reach your audience’s inbox.

To build up and monitor your sender reputation, use an email deliverability tool like lemwarm.

One of lemwarm’s features is email warm-up, which gradually increases your sending volume and frequency so that you can build up your sender reputation.

2. Audit your sender reputation 🔍

To find out whether your sender reputation is actually a problem and a potential cause of your emails landing in the Gmail spam folder, you can audit your sender reputation.

lemwarm keeps track of your deliverability score, whether your domain is on any blacklist, and gives detailed reports on where your warm-up emails are landing.

Instead of a one-time sender reputation audit, lemwarm keeps monitoring your reputation and lets you know when problems arise.

3. Take care of your technical setup ⚠️

Cold email beginners often overlook the technical setup.

They often have no idea why their emails are not going to the inbox.

At the core of the technical setup is domain authentication. Your sending domain can be authenticated by adding a few DNS records to your domain’s DNS settings.

These DNS records are:

  • SPF records
  • DKIM records
  • DMARC records

Make sure you have these records properly configured.

Additionally, when using an email automation tool, make sure you use a custom tracking domain.

If not, your emails will contain the tool’s tracking domain, which is being used by many of its customers, including spammers. This could tarnish your sender reputation.

4. Write better emails! 🖊️

The contents of your emails can trigger spam filters.

It’s important to avoid spam words that could send your emails directly to the spam folder!

Additionally, you must heavily personalize your emails so that they do not all look the same. Sending out hundreds of cookie-cutter emails per day could put your sender reputation in danger.

lemlist allows for advanced personalization so that your emails look like they were custom human-written emails.

When your emails improve, they will lead to increased engagement, which can improve your sender reputation and help you avoid the Gmail spam folder.

5. Add a clear unsubscribe link 🔗

Offering your prospects a straightforward way to opt out of your mailings is a mandatory requirement for cold email.

And the more visible and clickable the link is, the better.

Make it easier for uninterested prospects to click the unsubscribe link rather than the spam button.

Spam complaints are bad news for your sender reputation!

6. Check if you’re blacklisted 🧾

Being on a spam blacklist can affect your sender reputation and send your emails to spam.

lemwarm has blacklist monitoring, and if you’re on one it will let you know how to fix it.

7. Use better subject lines 📧

It needs no explanation that having spammy words in the subject line will give your email what it deserves: the spam folder.

But it’s not just that.

Good subject lines will make people open the email more, which is good for your sender reputation.

However, if your excellent subject line isn't relevant to the email's message, you might hurt your deliverability.

If recipients feel misled, they’re more likely to hit the spam button.

Key Takeaways 🔑

  • Google is making it harder to reach the inbox of Gmail users
  • You can usually fix the issue that causes your emails to land in the Gmail spam folder
  • The most common reasons your emails land in spam are your sender reputation, lack of email warm-up, and the content of your emails
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G2 Rating
Price
Best for
Standout feature
Con
4.9
star
star
star
star
star
$30/mo
$75/mo
$2,999/mo
Large, distributed sales teams
AI evaluation precision, gamified KPIs
Lack of tracking system
4.6
star
star
star
star
star-half
Not publicly available
Sales operations and finance teams
Powerful configurability
Limited training resources and complex to navigate
4.4
star
star
star
star
star-half
Not publicly available
Mid-market and enterprise businesses
Comprehensive incentive management
Potentially high cost and steep learning curve
4.7
star
star
star
star
star-half
$15/user/mo
$40/user/mo
Enterprise: custom price
Complex sales structures and businesses of all sizes
Complex sales structures and businesses of all sizes
Steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Collaborative teams
Connected planning
Complexity and steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Companies with complex sales structures
Complex incentive compensation management (ICM) with high efficiency and accuracy
Complexity for smaller teams and potentially high costs
4.7
star
star
star
star
star-half
Not publicly available
Companies who want to automate commission calculations and payouts
Simplicity and ease of use
Lack of features like redirection
4.7
star
star
star
star
star-half
$30/user/mo
$35/user/mo
Custom: upon request
Businesses that need a comprehensive and user-friendly sales compensation management software
Ease of use and adoption
Lack of ability to configure the product based on user needs
4.8
star
star
star
star
star-half
Not publicly available
Companies with modern sales culture and businesses who want real-time insights
A built-in dispute management and real-time visibility
Users say it works slowly, customer support is slow
4.9
star
star
star
star
star
$30/user/mo
$50/user/mo
Smaller sales teams
Powerful automation
Lesser user base and average user interface
4.7
star
star
star
star
star-half
Not publicly available
Companies with scalable needs
Automated Commission Calculations
Lack of filtering by date, no mobile app
ERP vs. CRM
ERP
CRM
Summary
Backbone of a business's internal operations.
Backbone of customer-centric interactions and operations.
Goal
To centralize and streamline core business processes in a company.
To increase customer experience, satisfaction and loyalty, and boost sales.
Focus
Internal operations and processes across departments (finance, accounting, inventory, supply chain, HR, and sales).
All interactions with leads and customers.
Manages
Internal business data like financial data, inventory levels, production details, supply chain, HR info.
All customer data like contact info, purchase history, communication history, customer preferences and more.
Users
Finance, accounting, operations, supply chain, and HR departments.
Customer-facing teams like sales, marketing, and customer service.
Benefits
Streamlines operations, improves data accuracy, enhances decision-making, boosts collaboration, increases productivity.
Improves customer relationships, increases sales, strengthens customer service, personalizes marketing campaigns, provides insights.
Price
$150 per user per year on average.
$10 to $30 per user per month on average.
PRM Tool
Rating
Feature
Pro
Con
Mobile App
Integrations
Free Plan
Pricing
4.65
star
star
star
star
star-half
Org-wide alignment
User-friendly layout and database
Suboptimal as a personal CRM
square-check
Lack of tracking system
square-check
Team: $20/month
Business: $45/month
4.7
star
star
star
star
star-half
Social Media Integration
Easy contact data collection
No marketing/sales features
square-check
Lack of tracking system
square-xmark
7-day trial
$12/month
4.75
star
star
star
star
star-half
Block Functions
High customization capability
Not a dedicated CRM
square-check
Limited
square-check
Plus: €7.50/month
Business: €14/month
N/A
Open-source
Open-source flexibility
Requires extensive manual input
square-xmark
Limited
square-check
Self-hosted
$9/month or
$90/year
3.1
star
star
star
Simple iOS app
Ideal for non-tech-savvy users
iPhone only
square-check
iOS only
Limited
square-xmark
1-month trial
$1.49/month or
$14.99/month
3.6
star
star
star
star-half
Smart Contact Management
Feature-rich and flexible
Reported bugs
square-check
Rich
square-xmark
7-day trial
Premium: $13.99/month
Teams: $17.99/month
4.4
star
star
star
star
star-half
Customizable Interface
Customizable for teamwork
Pricey for personal use
square-check
Rich
square-xmark
Standard: $24/member
Premium: $39/member
4.7
star
star
star
star
star-half
Integrated Calling
Integrated Calling
Too sales-oriented & pricey
square-check
Rich
square-xmark
14-day trial
Startup: $59/user/month
Professional: $329/user/month
4.8
star
star
star
star
star
Business Card Scanning
Business Card Scanning
Mobile only
square-check
Limited
square-check
$9.99/month
4.45
star
star
star
star
star-half
160+ app integrations
Comprehensive integrations
No free app version
square-check
Rich
square-xmark
14-day trial
$29.90/month or
$24.90/month (billed annually)
Capterra Rating
Free Trial
Free Plan
Starting Price (excluding the free plan)
Maximum Price (for the most expensive plan)
Best for
4.5
star
star
star
star
star-half
square-check
14-day
square-check
€15/month/seat billed annually
€792/month/3 seats billed annually + €45/month for each extra seat
Versatility and free plan
4.2
star
star
star
star
square-check
30-day
square-xmark
But it offers reduced price to authorised nonprofit organisations
€25/user/month
€500/user/month billed annually (includes Einstein AI)
Best overall operational CRM
4.3
star
star
star
star
star-half
square-xmark
square-check
Limited to 3 users
Comprehensive incentive management
€52/user/month billed annually
Small-medium businesses and automation
4.5
star
star
star
star
star-half
square-check
14-day
square-xmark
€14/seat/month billed annually
€99/seat/month billed annually
Sales teams and ease of use
4.1
star
star
star
star
square-xmark
square-check
Limited 10 users
$9.99/user/month billed annually
$64.99/user/month billed annually
Free plan for very small teams up to 10
CRM goal
Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months.
SMART Breakdown
1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation).
2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking.
3. Achievable: A 10% increase is possible based on historical data and potential improvements.
4. Relevant: Boosting sales from marketing efforts aligns with overall business objectives.
5. Time-bound: The 6-month timeframe creates urgency and a clear target date.
Actions
Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation.
Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior.
Step 3: Develop targeted landing pages with clear calls to action for qualified leads.
Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up.
Step 5: Track and analyze campaign performance to identify areas for optimization.
Outcomes
Increased sales and revenue
Improved marketing automation ROI
Marketing and sales alignment
Data-driven marketing optimization

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