Email Marketing is a powerful tool and if yours is not working, you need to take steps to correct that. Why you ask? Numerous reports outline that this channel generates an impressive ROI of 3800%. Simply put, for every $1 you invest in it, you will earn $38, making it one of the most cost-effective options out there. Email Marketing thus has a lot of potential, but a simple mistake can result in the blacklisting of your email address and a severe blow to your ROI.

Many businesses out there do not have successful campaigns simply because their emails do not reach the inboxes of their customers. What is even more shocking is the fact that you may not even know about it.

This is where email deliverability comes to play. This keyword signifies the number of emails that have reached the recipients' inbox without going to spam.

Why bother with Email Marketing?

Given that email is a precious channel, you cannot afford to get it wrong. That is why you need to evaluate your email marketing strategy from time to time and change whatever seems incorrect or perhaps irrelevant.

We at TheChecker, believe wholeheartedly in the importance of Email Marketing, which is why we have developed a fantastic email checking tool that will help you be successful. Check out our offers after reading this post!

What determines that an Email is Spam?

In the past, the only way to determine whether the email was 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 of those words it had found.

Hence, if the score were low it would go to the inbox, and if it wasn't, it wouldn't. Even though the same approach is used today, it is much more advanced, and new methods have been implemented. For example, today the system would look at open rates and replies to determine whether it is spam or not.

For you as a company, it could be very detrimental if the filter classifies your email as spam, as it will never get out without the recipient manually moving it to the inbox.

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

Why is your Email Marketing Strategy not working?

Email Designs

Your emails need to display correctly for all recipients. Thus, it is essential to plan, create, and check to see if it is correctly showing. Otherwise, your email can be deleted by upto 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 does not look great from the moment the recipient lays eyes on it, it will be ignored or flagged as spam.

Before the email is sent out, you should send it to your mobile device first and check for any errors. An even better idea would be to send it to a friend to look for 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 just another corporation.

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

  • Use a real email address – The “no-reply” address does not 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 are not online, you cannot be found. By including such channel links in the campaigns, others can see that you have an extensive online presence.
  • Include unsubscribe link – You should not make the process of unsubscribing a time-consuming task. The link should be visible to allow people to leave the list if they so wished.

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

The Frequency is not 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 is not working properly.

If you are 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 has not been met, they will soon forget about you.

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.

An outdated database

An under-performing database will impede the success of your business. The emails will have a meager response and open rates - negatively influencing your ROI. The Checker’s email verifier is one of the best email address verification tools there is (you can check the reviews). 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 some kind of software to “clean” your list periodically. Moreover, you must consider sending fewer notifications to those that have not been engaging 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 your future email campaigns will go straight to the spam folder. When sending an email, you have to ensure that the customer will remember you.

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 “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 an excellent ROI from Email Marketing

As can be seen in the graph below, Email Marketing (when done correctly) has a better ROI than other channels. Below are some tips to enhance your strategy.


Build an adequate organic list

It is essential that you build your list organically. If you use a software or another unreliable method, 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 necessarily. Many businesses offer incentives such as an E-book. The main idea is the fact that they are more likely to sign up if you provide them with something that is of value to them.


The main thing that you have to worry about are images. Even though they will capture the reader’s attention, wrong kind of images can be bad for your business. You should never get carried away when it comes to them. It’s important to mention that if you use an image that is too large, the filter will pick it up and send it 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 understand 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 opening your email, the more sales you will generate, the fewer people opening your email, the more likely you will question why your email marketing is not working.

Conclusion on why your Email Marketing is not 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.

You must 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.

Subscribe to TheChecker's Blog

Get the latest posts delivered right to your inbox