Emails going to spam? How to fix it
By Hamza Rivera, updated
Short answer: Set up SPF or DKIM for every domain you send from, add DMARC if you send more than 5,000 messages a day, keep your spam rate below 0.3% in Postmaster Tools, and support one-click unsubscribe on marketing mail. Then test the domain with the bulk sender compliance checker.
Emails land in spam for a short list of reasons, and most of them are fixable. Start with authentication: set up SPF or DKIM for every domain you send from, and add DMARC if you send in volume. Then check your spam rate and make sure your messages follow the format rules.
If your mail still lands in spam after these checks, see our email deliverability fix.
What Google asks of every sender
Google's sender guidelines say all senders should set up SPF or DKIM for their sending domains, have valid forward and reverse DNS records, and use a TLS connection to transmit email. Messages should follow the Internet Message Format standard, RFC 5322, and should not impersonate Gmail From: headers. Keep the spam rate reported in Postmaster Tools below 0.3%.
What bulk senders must add
For senders of more than 5,000 messages a day, Google requires SPF, DKIM and DMARC for the sending domain. The domain in the From: header must align with the SPF domain or the DKIM domain, and marketing messages must support one-click unsubscribe. The DMARC policy can be set to none to start.
A simple order of checks
- Confirm SPF and DKIM pass for every service that sends as your domain, including your newsletter tool and your website forms.
- Publish a DMARC record. The SPF and DMARC generator builds one for you.
- Look at your spam rate in Google Postmaster Tools.
- Add a working unsubscribe link to anything promotional.
- Send to people who asked to hear from you.
Check where you stand
The bulk sender compliance checker tests a domain against these rules, and our guide to Gmail and Yahoo sender requirements explains each one for small businesses.
Where to go from here
If mail from your domain is still reaching spam after these checks, see our email deliverability fix. Passieon is an independent agency and is not affiliated with Google.
Sources
- Google Workspace Admin Help: Email sender guidelines, read November 11, 2026.
Frequently asked questions
Why are my emails going to spam?
The usual causes are missing authentication, a high spam rate, malformed messages and no easy way to unsubscribe.
Do I need SPF, DKIM and DMARC?
Google asks all senders for SPF or DKIM. Bulk senders of more than 5,000 messages a day need SPF, DKIM and DMARC.
What spam rate is too high?
Google says to keep the rate in Postmaster Tools below 0.3%.
Can DMARC be set to none?
Yes. Google says the enforcement policy for bulk senders can be set to none.
Do I need one-click unsubscribe?
Google requires it for marketing and subscribed messages sent by bulk senders.
Where can I test my domain?
Use the bulk sender compliance checker and the SPF and DMARC generator on this site.
Want this done for your site? See what our email deliverability fix page covers, or read the client results.
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