How to Avoid Emails Going in the Junk in Gmail?

Created On
January 28, 2023

Every day a total of 333.2 billion emails are sent globally. Interestingly, 85% of those messages are spam, which means only a few mails (you do the math) successfully reach the inbox.

Now, as a business owner, where do you want your mails to land? The inbox of your potential customer or the junk folder?

I am guessing the answer is inbox, but we all know how challenging it is. However, learning ways to prevent mails from landing in the spam folder in Gmail will help you. It will not only teach you the dos and don'ts of email marketing campaigns but also help you understand your target audience better than before. 

First and foremost, let me tell you about the spam folder.

Spam Folder | What is It? 

Consider it as the store room of your email account where you will find all the unnecessary messages you receive.

In other words, the mails that fail to reach your Gmail inbox end up in a separate folder called the spam folder or the junk/bulk folder.

Let's take a quick look at why your emails end up in spam.  


Reasons Behind Emails Ending Up in the Spam Folder

The primary reason why mails end up in the junk folder is the spam filters that judge whether your email content is a spam email or a legitimate one. 

Spam Filter

It's a feature provided by ESPs (Email Service Providers or email providers) like Gmail that comes along with the account. It uses AI and machine learning to restrict unsubscribed, unsolicited, and harmful mails from reaching the inbox and sending them to the junk folder.

The scary fact is that ESPs keep updating spam filters from time to time. So, if your open rate is fine for current email campaigns, it might fall drastically in the future campaigns. 

To ensure that your open rate is similar to the email deliverability rate (or at least closer), you must learn the main causes behind spam emails. Some of the major reasons are:

  • Misleading subject line
  • Mails from newly created domains
  • Hidden embedded content
  • Poor content with email spam triggers
  • Non-consensual mails
  • Image-based messages

Now that you know why messages go to "spam", let's see how to prevent it.  

8 Emailing Tips & Tricks to Reach the Gmail Inbox


Yes, email marketing is difficult, especially when your messages are directly landing in the junk folder. But, hey, you've nothing to worry about. I have the ultimate methods that can prevent your email from ending up in the spam folder. 

Keep Your Volume of Emails 50 Messages Per Address

Never send 200 messages from a single sender’s address, no matter how old and reputed it is. If you keep doing this even in 2023, I am sure your email reputation will go down and soon your mails will end up in Gmail junk. 

To avoid this, you can use tools like smartlead. Tools like this use several email addresses for outreach to send only 50 mails from each address. 

Also, try to send mails in a healthy interval. Receiving too many messages can overwhelm the recipient–some may report your address, eventually sending you to an email blacklist.  

Wondering how to schedule your future messages? Click here

Check Email Sender's Address

Messages with an informal sender's address are more likely to end up in the junk folder than the others. Keep the following points in mind to come up with a reliable "from" address:

  • Use an official address connected to your domain name, such as 
  • Avoid using numbers, symbols, and punctuations like fairy123! and
  • Use a real person's name, such as
  • Don't use famous names such as or
  • Don't use the names of movie characters

I repeat, always check your email address before marketing with it. If you've bought a domain name and have a legitimate website, then use your official email address. 

Also, never use If you don't want to use a real person's name in the address, then go with or, etc.  

Rewrite the Content

Many marketers underestimate the power of good content in email engagement. They think grammatically correct content is all you need to gain a customer's trust.  

Well, you're wrong if you've got a similar mindset. Here's a checklist for the content. 

Avoid Salesy Language | Keep It Subtle

Around 60% of consumers buy a product/service from marketing emails. 

The point is your target audience is aware that you're a seller. So, don't make it obvious with salesy words like "buy it today", "lowest price", "guaranteed", "once-in-a–lifetime-opportunity", etc.

Nothing works best as a sales-repellent than a salesy tone. TBH, a sales pitch doesn't work in this type of marketing. 

Straightforward Subject Line

Never FOOL your clientele with misleading subject lines. The body of the mail must say what your subject proposed. Also, here are a few more points to keep in mind while writing the subject.  

  • No punctuation marks or symbols
  • Don't write in all CAPS
  • Avoid spam trigger words like "...% OFF", and "Sale! Sale! Sale!".
  • Don't add "Re" or "Fw" 

Forget About Image-Based Content

Generally, spam messages with phishing and malware content are either image-based or contain malicious links. As a result, spam filters with advanced ML and AI read messages with bigger images and little-to-nothing text as spam. 

Always try to use value-adding content. Even your promotional emails shouldn’t look like an advertisement. 

Use AI

From using actionable language to personalizing the content, email-writing is a whole new world. So, obviously, it's not everybody's cup of tea. Therefore, it's always recommended to hire professional copywriters for successful campaigns.  

However, if you lack the time and patience to manage another team, you can always try an AI writer like Smartwriter. Such software can create 1000s of personalized emails within minutes and increase your open rate up to 8 times. 

Even if you have a team, using the right AI-based tool can boost their performance and save their valuable time. 

Don't Buy "Email Lists" From Random Forums


The web is full of random forums that sell lists of "targeted leads". Sometimes sellers buy long lists of potential leads from random places only to find out that most of these are dead leads. Besides being an absolute waste of money, this habit can damage your IP reputation forever. 

Therefore, instead of sketchy sources, buy active leads from safe platforms to avoid deliverability issues. Smartlead is one such example. Its basic plan provides 2000 active leads with an emailing limit of up to 6000 per month at a minimal price.   

Use Reputed EMS [Email Marketing Service]

Spam filters of many mailbox providers read messages from new IP addresses or domains as spam. Therefore, it's essential to get whitelisted

Here swoops in the value of reputed EMS. 

If you buy services from reliable EMS, they will ask ESPs–such as Google, Yahoo! Mail, or Hotmail–to whitelist your domain or IP address. In other words, they will do the job on your behalf, and your mails won't end up in the spam reports.

Think about it; it's the easiest way to get through tight security and do your business. 

Stay Away from Spam Traps

"Spam Traps" are email addresses created by ESPs, not for general users but to trap spammers. 

Sometimes, when a mail account remains unused for around 270 days, ESPs begin to use it as a trap. These are called recycled spam traps.

In other words, if you, "a marketer", send messages to an account that wasn't used in the last 270 days or more, you might get listed as a spammer by the ESPs. Please note that such actions can mark your domain/IP address as a "spammer" or, worse, blacklist you forever.     

Moral of the story: buy active leads from reliable sources to stay away from spam traps. 

Learn About Can-Spam Act

The "Can-Spam" stands for Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003. 

Dear reader, consider this act (and its dos and don'ts) as the firm line that you should never cross as a marketer. Its 7 major requirements are:

  1. Don't use false or misleading header information.
  2. Don't use deceptive subject lines.
  3. Identify the message as an ad.
  4. Tell recipients where you're located.
  5. Tell recipients how to opt out of receiving future emails from you.
  6. Honor opt-out requests promptly. 
  7. Monitor what others are doing on your behalf. 

(Source: Federal Trade Commission) 

Although the Can-Spam Act is an American law, following its requirements will stop you from breaking similar laws–GDPR, the Australian Spam Act, Canada's Anti-Spam Legislation, etc. 

Keep Up With the Latest Spam-Filter Updates

Last but not least, you have spam-filter updates. Google (Gmail) keeps updating email filters from time to time. They develop various AI and ML features that are as good as human readers. 

For instance, the spam filter used by Gmail can dissect the fact that somebody's unwanted emails can be valuable to others. 

Therefore, understanding your customer base's likes and dislikes has become more important than ever. Keep up with updates to learn more about email marketing strategies and how to avoid sending mails to the spam folder. 


No matter how much you're caught up with the SMM fever, remember that emails are way higher in conversion rates. Therefore, it's essential to learn how to reach the inbox of your potential customers. 

One last suggestion: try to seek permission before sending emails. Although it's not possible while sending messages to 2000 new leads, it can work for small-scale businesses. This small step can build a long-lasting relationship with your customers. Don’t forget to add unsubscribe links.  

With that said, I bid you farewell for today!

See you in the next blog!  


Where is the spam folder in Gmail?

Open your Gmail account on your phone/PC/Mac or Google it by typing the word in the search bar. Check out the menu on the left-hand side that has several options–Inbox, Starred, Snoozed, Important. 

There's a "more" option beneath "categories". Click there. Now, scroll below, and you will find "spam" right above the option "trash". 

Is spam the same as junk mail?

Yes, spammed messages are also known as junk or bulk email. 

What is the best email marketing tool?

Smartlead is one of the best email marketing tools for online businesses. Unlike the popular ones, it's affordable and provides unlimited auto-rotating email accounts. Its "AI Warmup" feature makes it stand out from the crowd by increasing your chances of landing in the inbox.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

  • dfbvrsg
  • svsv

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Author’s Details

Rajnish Das

Rajnish Das is an in-house writer at SmartWriter and SmartLead. She writes product-oriented, data-driven content for B2B SaaS audiences and educates them on marketing and sales topics. Her expertise includes outbound marketing techniques like cold emailing and LinkedIn outreach.


Edited by:


Frequently asked questions

General Questions

What are active leads?

Active leads are the contacts you upload in Smartlead, similar to contacts in HubSpot; if you upload 1000 leads to a campaign, they are considered 1000 active leads. If you upload similar leads to a new campaign, they are not considered a “new active lead” as they already exist in our system.

Do you provide mailboxes, or do I need to connect my own?

We don’t offer mailboxes yet. You need to get your own dedicated list of mailboxes using popular providers like Gmail, Outlook, Zoho, and others that exist in the market. Once you get them, follow our detailed guides to connect them quickly.

Do you offer guides and articles on succeeding with cold emails?

Absolutely, one of our most popular guides can be found right here. It's been used by a large percentage of users to go from zero to cold emailing experts. Covering all topics from email infrastructure to copywriting and lead sourcing.

Is another tool needed for warmups?

No, Smartlead has over 200,000 highly reputed mailboxes connected. The advantage you get along with naturalized AI conversations is access to aged domains you will never find in any warmup tool.

What is the API commonly used for?

It is used popularly by agencies to automate their entire lead generation process as well as to connect Smartlead to external tools to push and pull data from. You can also connect to 1000s of apps using Zapier.

What type of businesses sees the most success with Smartlead?

Anyone that can close deals from demos will succeed with Smartlead. It works for Sales companies, Marketing agencies, SaaS businesses, Recruitment, and offline companies (like construction).

Do you provide me with lead sources?

We do not provide you with leads. You will need to use other data providers. These leads can be automatically added to Smartlead using our API or bulk uploaded via our CSV upload system.

Do you integrate with any CRMs?

We're building native integrations with Hubspot, Salesforce, Close, Pipedrive, and many more. The best part, due to our open API and Webhook infrastructure, you can connect to any CRM in the world without an issue.

How many team members can I add?

You can add an unlimited number of team members, as well as assign them roles and authority access.

Do you have custom plans beyond the Pro plan?

Yes, it's common for many people to move to Custom plans after a few weeks. You can view all the options for up to 10M leads on the subscription page once you sign up for free.

Powerful Automated Email Marketing that Drives Sales.

  • All Features Included
  • No Credit Card Required
  • Free Warmup Included