Check (and Surface) Your “Spam” and “Promotions” Folders!

Dec 14, 2022
In-demand Healthcare Professions

In today's fast-paced digital age, email has become an integral part of our lives. It is not only a means of communication but also a key channel for businesses to connect with their customers. As an eCommerce and shopping website owner, it is crucial to ensure that your emails not only reach your customers' inbox but also get noticed. This is where checking and surfacing your "spam" and "promotions" folders come into play.

The Importance of Email Deliverability

Email deliverability is the ability of an email to reach the intended recipient's inbox successfully. It is a vital aspect of any email marketing strategy as your emails can only generate results if they are seen. However, with the rise of spam emails and aggressive email filters, many legitimate emails often end up in the spam or promotions folders, unseen by your customers.

By regularly checking and surfacing your spam and promotions folders, you can significantly enhance your email deliverability rates, ensuring that your valuable messages reach the right audience. This proactive approach helps you maintain a strong connection with your customers and drive conversions.

How to Optimize Your Inbox for Better Deliverability

Segment Your Email Lists

Segmenting your email list based on various factors, such as demographics, purchase history, and engagement level, allows you to send targeted and relevant messages. This strategy not only improves deliverability but also enhances engagement rates and customer satisfaction.

Personalize Your Emails

Personalization is the key to capturing your customers' attention. Use their first name in the email subject line or content to create a sense of connection. Additionally, tailor the content of your emails to their interests and previous interactions with your website. The more personalized your emails are, the higher the chances of them bypassing spam filters and landing in the inbox.

Avoid Spam Trigger Words

Spam filters are designed to flag emails containing specific words or phrases commonly associated with spam. By avoiding these trigger words, you can increase the deliverability of your emails. Examples of such trigger words include "free," "guaranteed," "limited time offer," and "act now."

Monitor Feedback Loops

Feedback loops allow you to receive notifications from email service providers when recipients mark your emails as spam. By monitoring and promptly processing this feedback, you can identify potential issues and take corrective measures to improve your email deliverability.

Best Practices for Surfacing Promotions Folders

In addition to checking your spam folder, paying attention to the promotions folder is equally important. While they are less likely to contain important emails from customers, it is essential to ensure that your promotional messages are still being seen.

Create Engaging Subject Lines

A compelling subject line plays a key role in attracting attention and standing out in the promotions folder. Create subject lines that capture the recipients' interest and encourage them to open the email.

Offer Exclusive Discounts or Promotions

One effective way to encourage recipients to check their promotions folder is by offering exclusive discounts or promotions that they can only find there. This approach creates a sense of urgency and increases the likelihood of your emails being noticed.

Deliver Valuable and Relevant Content

Make sure your promotional emails provide real value to your customers. Focus on delivering useful information, tips, or product recommendations that align with their interests and preferences. By consistently providing relevant content, you can establish trust and build a positive reputation in the inbox.


Don't let your valuable emails get lost in the spam or promotions folders. Take the necessary steps to optimize your email deliverability and surface your messages effectively. By segmenting your email lists, personalizing your emails, avoiding spam trigger words, and monitoring feedback loops, you can significantly improve your chances of reaching your customers' inbox. Additionally, implement best practices for surfacing your promotions folders by creating engaging subject lines, offering exclusive discounts, and delivering valuable content. Prioritize email deliverability to maximize the effectiveness of your eCommerce and shopping email marketing efforts.

Mark Robertson
Great tips! 📧 It's important to check your spam and promotions folders regularly to make sure you don't miss any important emails. 👀📥
Nov 10, 2023