Avoiding the spam folder?

  • 28 June 2022
  • 1 reply


We’ve noticed that many of our emails have been going to junk. We have a pretty good open rate, but we’d love to know if there was a better way to avoid the junk folder, especially for those that want to receive our emails? Is there some back end setting we may be missing? 


Best answer by stephen.trumble 28 June 2022, 22:15

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Hey @Summitt Labs 

Welcome to the Klaviyo Community! Thank you so much for joining and asking about deliverability best practices. Happy to help.

I understand you are concerned with your emails being filtered as Spam. Klaviyo is responsible for sending your emails, but once these emails are in the hands of the Inbox Provider (i.e. Gmail or Yahoo), then the inbox provider will filter the messages according to their own rules. This is because Email Inbox providers all have a built-in system that scans incoming emails and automatically sorts them. This sorting process is powered by complex algorithms that are not made public, though there are two key things to consider as an email marketer:

  • Inbox Placement - the successful placement of your email in a recipient's inbox
  • Spam Filtering - the placement of your email in a recipient's Spam folder

Ultimately, inbox providers intentionally filter marketing emails. However, Inbox providers also adjust these filters based on the content of your email and your sender reputation. If you are concerned your emails might be getting placed in spam or junk, we highly recommend comparing your opens to these benchmarks: How to Monitor Email Deliverability Performance
If you are falling in the “Critical” or “Room for Improvement” category we recommend using segmentation practices to help you identify your engaged customers and focus on sending to them:

To summarize, why emails end up in spam is entirely dependent on how inbox providers like Gmail and Yahoo track how recipients interact with emails from your domain. In addition to the resources linked above, you can also check out the guides below to strengthen your sender reputation and improve your deliverability performance going forward:

Lastly, Gmail filters emails based on user behavior, so if you drag/move one of your email messages from the Spam/Promotions folder into your Primary Inbox, then Gmail will filter future messages from you into their Primary Inbox tab. 


I recommend that you instruct your recipients to do this, so that emails from you are filtered into their Primary Inbox going forward! You can find more information about this here: About Gmail's Tabbed Inbox

You can also check out these other Community post on the same topic:

I hope this helps to clarify your concerns. Thank you again for being a member of the Klaviyo Community!