Email providers like Gmail and Outlook decide whether your email looks trustworthy. Most spam problems come from how your sending is set up, so they can be fixed.
Common causes and fixes #
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No dedicated sending domain. This is the most important fix. Set up a sending domain on your own website address, for example mail.yourbusiness.co.uk, so your emails are properly verified (SPF, DKIM and DMARC). See How to set up your email sending domain.
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Sending from a free address. Sending as yourbusiness@gmail.com often lands in spam. Use an address on your own domain, such as hello@yourbusiness.co.uk.
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Your domain has a DMARC record that doesn’t match. If your website domain already has a strict DMARC policy, your sending domain must be verified in Autopilot, or emails may be rejected.
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A new domain sending too much too soon. Warm it up: start with small sends to your most engaged customers and increase gradually over a few weeks. Use batches for large campaigns.
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Emails people didn’t ask for. Only email customers and people who signed up. Remove contacts who never open your emails and anyone whose emails bounce.
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Spammy content. Avoid all capitals, lots of exclamation marks, phrases like “100% free” or “act now”, and emails that are one big image. Write as you would to a customer.
How to test #
- Send a test to Gmail and Outlook addresses you own and see where it lands.
- Don’t test by sending to an address on the same domain you send from (for example from info@ to tom@ on the same domain). That often lands in spam on its own.
- Check bounces and spam complaints in Marketing → Emails → Statistics.
Still stuck? #
Email support@77labs.ai with your sending domain and an example email that went to spam.