Spam placement rate

Percentage of messages that go to the spam folder in comparison to the total number of messages sent. The reason this happens is because the email providers consider it to be spam, not because the recipient has complained and marked it as such.

Verify your email lists and prevent your mailings from ending up in spam. Read more.

What does the Spam Placement Rate actually indicate?

The Spam Placement Rate shows the percentage of emails that end up in the spam folder instead of the inbox. Unlike the delivery rate, which only indicates whether the message has reached the recipient's server, the Spam Placement Rate delves deeper into the quality of the delivery and reveals hidden deliverability problems.

What factors influence the Spam Placement Rate?

There are several elements that can cause an email to end up in spam, among them:

Poor reputation of the sending domain or IP.
Lack of proper authentication, such as SPF, DKIM or DMARC protocols.
Message content containing suspicious words or formatting.
Excessive delivery frequency or lack of segmentation.
High bounce rates or complaints from recipients.

Many of these problems can be anticipated and corrected by performing a deliverability test before each campaign.

How can you tell if your emails are going to spam?

Specialised tools can help you analyse the Spam Placement Rate by using seed tests, i.e. test accounts distributed across different mail providers that allow you to measure the actual destination of the message. These tests also indicate whether domain authentication is being properly enforced or whether the content needs to be adjusted. Also, if you notice that open rates suddenly drop without a change in your strategy, it may be a sign that you are getting more spam.

What actions help reduce Spam Placement Rate?

Set up domain authentication protocols correctly.
Avoid practices that generate rejected messages or high bounce rates.
Take care of the quality of the content: avoid words marked as spam, excessive images or broken links.
Segment your mailings and clean your database regularly.
Monitor your results and adjust according to deliverability reports.