How to Stay Out of The Spam Folder In 2025

Hey it’s Max from The Inbox Newsletter.

You might be writing amazing emails. But if no one sees them, they won’t drive revenue.

In 2025, spam filters have gotten savage and 75% of ecommerce brands are unknowingly stuck there. But fixing it isn’t rocket science. You just need to understand how your sender reputation really works.

Let’s break down exactly how to get out of the spam folder.

Key Takeaways:

1. In 2025, inbox placement is tougher than ever, spam folder is default for most brands.

2. Your domain's "credit score" dictates inbox placement, influenced by setup, volume, and engagement.

3. Proper technical setup (like DMARC) takes 5 minutes and is critical for deliverability.

4. Warming up your domain gradually and sending consistently keeps your email rep healthy.

5. List hygiene and sending only to engaged subscribers is the fastest way to recover open rates.

Step 1: Your Domain Has a Credit Score (And You Probably Don’t Know What It Is)

Inbox providers like Google and Yahoo assign a kind of “credit score” to your domain based on how people interact with your emails.

Open rates, clicks, replies = good credit score → inbox.

No engagement, high bounce/spam complaints = bad credit score → spam folder.

Use GlockApps to check yours (not a sponsor I just like them). They’ll give you test email addresses, you send a campaign, and they’ll show you exactly where you’re landing (Inbox vs Promotions vs Spam).

Goal: You want 75%+ inbox placement.

Step 2: Set Up Your Technicals (Takes 5 Minutes)

This is non-negotiable. Missing this = guaranteed spam.

Make sure the following records are correctly set up:

• SPF

• DKIM

• DMARC

If you're using Klaviyo, this is pretty painless and most of it is automated. You just need to manually add a DMARC record (Klaviyo has an article in this if you look it up).

Once it's done, it's done forever.

Step 3: Warm Up Your Domain (Even If You’ve Been Sending for Years)

Think of warming up your domain like building trust with inbox providers. You wouldn’t apply for a $100k loan with zero credit history, right?

Same thing here.

If you’re switching domains or have low open rates, treat your list like it’s fresh:

Example Warm-Up Cadence:

• Start with 250 contacts.

• Then 250 → 500 → 1000 → 2000

• Send every other day.

• Monitor open rates and only scale when engagement stays strong.

Even with a massive list, you can get to full sends within 1 month.

Step 4: Send Consistently (Or Pay the Price)

In 2025, going silent for weeks and blasting your full list out of nowhere is a huge red flag.

Set a minimum cadence of 1 email per week, even if it’s just a simple text-based update. This keeps your domain “active” and builds positive sending history over time.

Step 5: Engagement Is the Kingmaker

Open rates, clicks, and replies tell inbox providers, “Hey, people actually want this.”

Shoot for:

• 50%+ open rates

• 1%+ click rates

• <0.1% spam complaint rate

Pro tip: If you’re not hitting those numbers, STOP sending to everyone. Instead, build a 30-day engaged segment (people who opened/clicked in the last 30 days) and only send to them.

Once you’re consistently hitting 50%+ open rates, expand to 60, 90, 120-day segments.

Bonus: Simple Emails = Higher Engagement

Fancy designs are cool. But inbox providers love engagement, not aesthetics.

Mix in text-based founder emails. Keep buttons clear. Add PS sections. Make it feel personal. It’s not just better for engagement, it builds trust and makes people want to open the next one.

Email Inspiration Of The Day

Brand:
Athletic Greens

Email Design:
https://drive.google.com/file/d/1V4KysT4mS51uHSm6v8qNH7uFCTvU6Exs/view?usp=sharing

Notes:
If you have a subscription or health brand, an email like this can be highly effective.

Love the bridge section and choice of words used throughout.

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• Fun sale email you can run

• 2025 biggest marketing trend

• What should you do with unsubscribes?

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »

PPS - I have a few different products you can buy. If you purchase any one of these products you get access to my private community of 850+ members with daily posts from me, access to me for support 24/7, and private calls.

• Ecommerce Email Mastery: A 60 lesson course breaking down everything you need to know about ecommerce email marketing in the most concise and organized manner. learn more »

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