Email ROI (Return on Investment) is a representation of the overall success of your email campaigns. It has been noted that it has an impressive ROI of 4000%. Therefore, for every $1 spent, you will earn $40. That is an incredible amount of potential. It can be spoiled by corrupt practices - which severely reduce the ROI and can lead to a blacklisting to your e-mail -,, but this can be countered.

Nonetheless, many businesses have low ROI due to the fact that emails don’t reach the inboxes of the customers. What’s even more shocking is the fact that you may not even know about it.

This is where email deliverability comes to play. This keyword stands for the number of emails that have reached the recipient’s inbox without going straight to spam.

We are going to understand why your email marketing isn't working

This is paramount. No good work can be done if your email marketing isn't working. If you continue towards a wrong path, that will destroy your most profitable channel ever. To evaluate from time to time and adjust accordingly is imperative to have a high ROI and make it work.

Thus we can determine that to have a proper email channel that delivers sales, you have to take good care of it always. We, at The Checker, believe in that and developed a fantastic email checking tool that can solve up many problems that you may have - and we're proud to help. Check out our offers later!

What Determines The Email Is Spam

In the past, the only way to determine whether the email is spam was the content. Therefore, if the material were too “spammy,” it would go straight to the junk folder. Those filters would search for specific keywords or language, and then it would score it based on how many flogged words it had found.

Hence, if the score were low, it would go to the inbox. If it were on a large scale, it would never reach the inbox. Even though the same approach is used today, it’s much more advanced, and it uses new methods. For example, it would look at open rates and replies to determine whether it is spam or not.

The worst thing about it is the fact that if the filter classifies it as spam, it will never get out without the recipient manually moving it to the inbox. Take Gmail, for example, and it will delete those that have been in the spam folder for more than 30 days and ensure that your email marketing isn't working.

The best thing that you can do for your business is to ensure that your emails will never reach the spam folder.

Reasons Why Your Strategy to Email Marketing Isn't Working

Email Designs

Your emails need to display correctly for all recipients. Thus, it’s essential to plan, create, and check to see if the message shows correctly for all. Otherwise, your email can be deleted by up to 70% of subscribers if it’s not displayed according to their expectations.

The vast majority of recipients in your email list will read the email on their mobile devices. Thus, you should focus on writing campaigns with:

  • Short and straightforward sentences
  • Short subject lines
  • 80:20 text to image ratio

If your email doesn’t look great from the moment the recipient lays eyes on it, it will be ignored or flagged as spam.

Before the email gets sent out, you should send it to your mobile device first and check for any errors. An even better decision would be to send it to a friend to look for the mistakes with fresh eyes.

Non-existent Business-Customer Relationship

For a successful campaign, you have to ensure that the subscriber trusts you. Hence, from the welcome email, you should focus on building a business-customer relationship. After all, you want to ensure that the recipient perceives you as a friend and not a corporation.

This can be a straightforward task if it’s done correctly. You can take the following actions:

  • Use a real email address – The “no-reply” address doesn’t encourage others to engage with you. In addition to this, an email address with a person’s name will inspire trust.
  • Social media links – If you’re not online, you cannot be found. By including such relationships in the campaigns, others can see that you have an online presence.
  • Include unsubscribe link – You shouldn’t make the process of unsubscribing a time-consuming task. The link should also be visible to allow others to decide on their own whether they want you or not.

If the email comes from a real person, the customer will appreciate the fact that you’ve spent time on them.

It’s important to mention that within the welcome email, you should also include information about the company. This will let others know of who you are, what you do, and what to expect from you.

The Frequency Isn’t Right

You may know how annoying it is to sign-up for something and receive a dozen of emails within a week of signing up. It isn’t fun, and it’s spammy - one of the main reasons as to why your email marketing isn't working properly.

If you’re sending out too many emails, people will not be interested in your content, and you risk getting flagged as spam. If a large number of your subscribers are reporting you as spam, it will trigger the spam filters. If you believe that people are not getting your emails, you should take a look at this article.

On the other hand, when potential customers are signing up for the email list, it means that they want to hear from you. If this expectation hasn’t been met, they will forget about you and ignore your future campaigns.

Therefore, we recommend that you should send an email every two weeks if you’re selling a service. If you’re selling a product, two times per week will be enough.

Outdated database

An under-performing database will impede the success of your business. The emails will have a meager response and open rates. Thus, negatively influencing your ROI. The Checker’s email verifier is one of the best email address verification tools there is. The device will be able to track and monitor leads. Therefore, you can rely on the software to do all of the hard work on your behalf.

Low Mailbox Usage

This links to the point mentioned above, if you send too many emails to numerous addresses that are no longer active or have been rarely used, the spam filters will perceive this as a red flag. Thus, you may believe that you’re doing the right thing, but in fact, you are sabotaging your business. You should use software to “clean” your list periodically. As well as, you must consider sending fewer notifications to those that haven’t been engaged with your campaigns in a while.

If the customers report your email as spam, it will be put on record by the provider. In case you exceed the threshold set by the provider, all of the future campaigns will skip straight to the spam folder. When sending an email, you have to ensure that the customer will remember you. Even if the email sent is not spam, the recipient will most likely send it to spam as they don’t know who sent it.

Keywords Overload

Putting your point across doesn’t have to be through numerous keywords that trigger the spam filters. You must use a limited number of keywords, such as:

  • Great offer
  • Special promotion
  • Risk-free

There are multiple tools available that will give you a report on how much “spammy” your content is. You must ensure that you limit such words in order to avoid your campaign going to the spam folder. Otherwise it will make you wonder why your email marketing isn't working.

How To Ensure Excellent Email ROI


Build a proper organic list

It’s essential that you build your list organically. If you use a software or another trick, your open rates will not be satisfactory. If you allow people to opt in to receive newsletters, you will notice that the open rates are much higher. In addition to this, an organically built list means that it will reduce the possibility of your campaign ending up in the spam folder.

Options you can try:

  • Add a sign-up form to the website
  • Give the customers an incentive to sign-up
  • Use exclusive deals one time only

Of course, you don’t have to hand out a discount code necessary. Many businesses offer incentives such as an E-book. The main idea is the fact that if the customer believes there’s something in for them, they will sign up.


The main thing that you have to worry about are images. Even though they will capture the reader’s attention, it can be deadly for your business. You should never get carried away with the number of images. It’s important to mention that if you use an image that is too large, the filter will pick it up and send it straight to the spam folder.

There's another problem: numerous people have turned off the image visibility. Thus, if your email is full of pictures, they won’t be able to read it correctly. So, they will most likely send it to spam.

You can follow these steps:

  • Ensure excellent readability
  • Use alt text
  • Authenticating emails

In fact, email providers put a great emphasis on authenticated domains. Proving that you’re a real person rather than a robot will be beneficial for your company. Outlook and Gmail will notice the received responses so they won’t send them to spam.

Segment your lists

You will be able to target readers much better as you’re sending them information about things that they’re interested in. It has been highlighted that segmented emails get up to 14.64% more open rates and up to 59.99% more clicks. The more people are opening your email, the more sales you will generate, the fewer people are opening your email, the more likely you will question why your email marketing isn't working.

Conclusion on why your Email Marketing Isn't Working

Email ROI is a clear indication of how many people are receiving your emails. Out of every marketing technique, it’s clear to see that email marketing has the highest ROI. Therefore, you should pay close attention to email deliverability rates.

It’s essential that you use tools to track your emails so you can receive reports regarding the activity. Such tools will also guide you towards the right path to lower errors and minimizing the number of emails going to spam.

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