Why do my emails end up in spam?

Even if emails are successfully sent via your web hosting, it can happen that they end up in the recipient's spam folder or are not delivered at all. 

The reason for this is the spam filters of the recipient mail servers: they evaluate each message according to a point system (spam score). If a certain value is exceeded, the mail ends up in spam.

It is important to distinguish between normal emails (e.g. business correspondence, 1:1 communication) and newsletters or mass mails.

1. Normal emails (1:1 communication)

Common reasons for spam marking

• Missing authentication
  Without correctly set SPF, DKIM, and DMARC entries, the recipient server cannot verify the authenticity of the mail.

• Shared sender IP
  All customers send via the same sender IP. If another customer behaves suspiciously, the reputation of all suffers.

• Content anomalies
  – Subject or text contains spam trigger words (“free”, “100% free”, “buy now”).
  – Too many external links or suspicious attachments.

• Technical factors
  – Sender address differs significantly from the sender stored in DNS.
  – Large attachments or unusual formats.

Tips for better deliverability

• Correctly enter SPF/DKIM/DMARC in DNS.

• Use a serious subject (no caps lock, no sensational wording).

• Keep sender address clear and consistent (e.g. always “info@your-domain.at”).

• Do not use suspicious keywords or unnecessarily many links.

• Send attachments only within the usual scope (PDF, JPG, DOCX).

2. Newsletters and mass mailings

Special features in web hosting

• Sending limits: The limits are set to protect against spam and are not intended for marketing mails.

• Spam filter sensitivity: Many identical emails in a short time are quickly marked as mass mail.

• Reputation: Web hosting servers share the IP. Even a few complaints (spam reports) can massively affect deliverability.

• Missing functions: No bounce handling, no statistics, no automatic unsubscribe – all things professional newsletter services offer.

Typical spam traps in newsletters

• Subject lines
  – ALL IN CAPITAL LETTERS
  – Exaggerated urgency (“Only today!!!”, “BUY NOW”)
  – Emojis or many special characters

• Design
  – Only images without text → spam filters evaluate this negatively.
  – Striking colors, large fonts, or flashing elements.
  – Missing unsubscribe link or imprint.

• Content
  – Spam words like “free”, “immediately”, “100% free”.
  – Repeated links or tracking URLs.

Best practices 

• Send only to small recipient groups.

• Keep recipient lists clean → only contacts with double opt-in.

• Keep subject short & factual, no caps lock or emojis.

• Mix text + images so the mail remains understandable even without images.

• Always include unsubscribe link and imprint.