Why Emails Go to Spam in 2025 (Even with SPF, DKIM, DMARC) + Fixes
- Mithun GS
- Jun 3
- 3 min read
The Harsh Truth:
Even with SPF, DKIM, DMARC, inbox providers (Gmail, Yahoo, Outlook) judge many other signals before deciding inbox vs spam.
In 2025, authentication is only 20% of deliverability.The remaining 80% depends on reputation, content, behavior, and user interaction.
Let’s break down the real reasons.
1. Poor IP or Domain Reputation
Even with correct SPF/DKIM/DMARC, if your:
Domain is new
IP has no sending history
IP previously sent spam
You send large volumes suddenly
→ Gmail/Yahoo treat you as “risky”.
Fixes
Warm-up sending gradually.
Use consistent sending patterns.
Avoid shared IPs with low-quality senders.
Monitor reputation using Google Postmaster Tools.
2. Low Engagement Signals
In 2025, inbox placement heavily depends on user behavior:
People don’t open your emails
People delete without reading
People mark you as spam
Gmail “BOUNCES” engagement drops
These signals lower your sender reputation.
Fixes
Send emails only to active users.
Remove users inactive for 90 days.
Use clear subject lines.
Deliver value early to increase open rates.
3. Content Filters Triggered
Even authenticated mail can hit spam due to:
Too many links
All images / no text
Spammy keywords
URL shorteners
Bad HTML structure
Attachments that look risky
Fixes
Keep text-to-image ratio balanced.
Avoid spam phrases (“FREE!!!”, “ACT NOW”).
Use clean, simple HTML.
Don’t attach ZIP or EXE files.
4. Missing Required Headers
Modern inboxes require:
List-Unsubscribe header
Message-ID header
Correct From: formatting
Consistent reply-to behavior
If these are missing → spam.
Fixes
Make sure your emails include:
List-Unsubscribe: <mailto:unsubscribe@yourdomain.com>And always use a proper Message-ID.
5. Sending from Website Builders / CRMs
Platforms like Wix, Shopify, WordPress, Notion, etc. often:
Don’t sign with your DKIM
Use shared IPs
Have poor domain alignment
Replace your From address
Result → DMARC passes but deliverability fails.
Fixes
Use your domain’s official SMTP server to send emails, not the shared servers used by website builders.
Publish DKIM for each service you use.
Avoid shared mailing pools when possible.
6. No MTA-STS or TLS-RPT (New 2025 Factor)
Inbox providers now penalize domains without:
MTA-STS (forces TLS encryption)
TLS-RPT (reporting security issues)
If your domain is insecure → reputation drops.
Fixes
Add:
_mta-sts.yourdomain.com TXT "v=STSv1; id=20250101"
_smtp._tls.yourdomain.com TXT "v=TLSRPTv1; rua=mailto:tls@yourdomain.com"
And host the MTA-STS policy file.
7. Broken Reverse DNS (rDNS / PTR)
Even with SPF, DKIM, DMARC, if your IP’s rDNS:
Is missing
Matches another domain
Is generic like vps1234.provider.com
→ Inbox providers distrust you.
Fix
Set PTR like:mail.yourdomain.com
8. From Address Doesn’t Match Domain’s Branding
Gmail checks for brand consistency.
Example that triggers spam:
From: billing@yourdomain.com
Email content: about social media
Reply-to: Gmail personal address
Looks suspicious → spam.
Fix
Always match:
From
Domain
Brand
Content purpose
9. Your Emails Hit Spam Traps
Recycled old emails or purchased lists cause:
Hard bounces
Spam trap hits
Reputation drops
Fix
Never buy lists.
Use double opt-in.
Remove invalid/bounce emails instantly.
10. Too Many Complaints (Threshold: 0.1%)
If 1 in 1000 users marks you as spam → Gmail lowers your score.
Fix
Make unsubscribe easy.
Stop emailing angry or inactive users.
Clean your list regularly.
11. No BIMI (Brand Logo) – New Inbox Trust Factor
Gmail/Yahoo now give higher trust to domains using BIMI + VMC.
No logo = still deliverable, but slightly lower trust.
Logo visible = higher trust.
12. Sending from Multiple Providers Without Alignment
If you send email from:
Your server
A CRM
A newsletter service
A web app
A website form
Each one needs:
✔ DKIM
✔ SPF
✔ DMARC alignment
If even one breaks → reputation drops.
Fix
Set different selectors and alignments for each service.
QUICK FIX CHECKLIST
Authentication
✔ SPF correct
✔ DKIM valid
✔ DMARC enforced
✔ ARC enabled
✔ MTA-STS enabled
✔ rDNS correct
Reputation
✔ Warm-up sending
✔ Remove inactive users
✔ No spammy content
✔ No suspicious links
✔ Use consistent volume
Trust
✔ BIMI logo
✔ Clear unsubscribe
✔ Good HTML
✔ Branded From address
If you fix these → inbox rate skyrockets.
Short Summary
Emails go to spam in 2025 not because SPF/DKIM/DMARC fail, but because inbox providers use advanced AI-based signals like reputation, content, engagement, security posture, and brand trust.Fixing these factors dramatically improves deliverability.
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