Why are my emails going to spam (even to people who opted in)?

Direct answer

Even when someone opts in, your emails can still go to spam if your domain is not properly authenticated, your list has low engagement, your sending pattern looks unusual, your content trips filters, or your domain/IP reputation is weak. The fix is usually a combination of authenticating your domain (SPF/DKIM/DMARC), improving list quality and engagement, sending consistently, and keeping emails simple and relevant.

Why this happens

Missing or incorrect authentication: If SPF and DKIM are not set up (or are misconfigured), inbox providers cannot reliably verify you are allowed to send from your domain.
No DMARC policy (or a broken one): DMARC helps providers decide what to do when authentication fails, and gives you reporting to spot problems.
Low engagement signals: If many subscribers do not open, click, reply, or move your emails to the inbox, providers learn your emails are not wanted (even if opted in).
List quality issues: Old leads, purchased lists, role accounts (info@, admin@), typos, and bounces harm reputation fast.
Sending spikes: Going from hardly sending to a big broadcast can look suspicious and trigger filtering.
Shared reputation: With shared sending infrastructure, other senders' behaviour can affect inbox placement.
Tracking and link problems: Too many links, link shorteners, messy redirect chains, or mismatched domains can raise flags.
Content and formatting triggers: All-caps, excessive punctuation, image-only emails, heavy salesy phrasing, or messy HTML can reduce inbox placement.
From-name/domain mismatch: If your display name and sending domain do not align with your brand/website, trust signals can drop.
New or damaged domain reputation: New domains often need gradual warm-up; older domains can be harmed by past sending habits.

What works better

Authenticate properly: Set up SPF and DKIM for your sending domain. Add a sensible DMARC policy once SPF/DKIM are passing.
Consider a dedicated sending subdomain: Many people send from something like mail.yourdomain.com while keeping the main domain for the website.
Send consistently: A predictable schedule (even weekly) is better than long silence followed by a big blast.
Warm up volume: If you have been inactive or the domain is new, increase volume gradually over days/weeks.
Prioritise engagement: Email your most engaged subscribers first. Segment by recent opens/clicks where possible.
Keep emails simple: Plain-text style or light HTML, one main topic, fewer links, and one clear next step.
Clean your list: Remove hard bounces immediately. Re-engage or sunset long-inactive subscribers.
Use trustworthy links: Prefer your own domain links, avoid shorteners, and keep redirects minimal and consistent.
Make identity clear: Use a recognisable From name and address, plus a simple signature and clear unsubscribe.
Encourage replies: A genuine question can increase positive engagement signals.

Quick self-check

Authentication: Are SPF and DKIM set up for your provider, and are they passing?
DMARC: Do you have DMARC in place (even as monitoring to start) so you can see reports?
Sending pattern: Did you recently send a large broadcast after not emailing for weeks or months?
List health: Are you emailing old leads or a list with low opens and clicks?
Subject line: Is it clear and natural (no all-caps, no hypey punctuation)?
Content balance: Mostly text, not image-only, and not overloaded with links?
Links: Are you avoiding link shorteners and suspicious redirect chains?
Complaints: Is unsubscribe obvious and working? Would people remember opting in?
Consistency: Same From name and sending address each time?
Segment test: Try sending to recent openers first. Does placement improve?

FAQs

Why do emails go to spam even with double opt-in?

Double opt-in confirms consent, but inbox placement is still based on trust and reputation signals. Authentication, engagement, sending habits, and content all matter.

How long does it take to fix deliverability?

Some fixes (like SPF and DKIM) can help quickly, but reputation recovery typically takes consistent sending and better engagement over days to weeks.

Should I stop emailing people who do not open?

Often yes. Try a short re-engagement sequence, then pause or remove long-inactive subscribers to protect overall deliverability.

Do images cause emails to go to spam?

Not automatically, but image-heavy or image-only emails can look suspicious. A balanced email with helpful text is usually safer.

Is a shared IP bad?

Not always, but shared reputation can be affected by other senders. If deliverability is critical, consider a dedicated sending domain or other options your provider offers.

What is the fastest first fix I can do today?

Verify SPF and DKIM are correct and passing, then send a simple email to a small segment of recent openers and expand gradually if placement improves.

Where to go next

If you want a calmer, more reliable setup, focus on one simple system: a focused lead magnet, a short welcome sequence, and consistent useful broadcasts. If you would like an all-in-one place to organise lead capture, follow-up, and your marketing assets, visit https://mlmlead.pro/.