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If you’ve been wondering why your carefully crafted Shopify emails aren’t reaching your customers, you’re not alone. Many Shopify store owners run into this issue — they set up everything, send out campaigns, and then see disappointing open rates or no response.

So, why are your Shopify emails ending up in spam folders? And more importantly, how can you fix it?

Why Your Shopify Emails Might Be Landing in Spam

1. Using a Free Email Domain (like Gmail, Yahoo, etc.)
Sending store emails from an address like yourstore@gmail.com raises immediate red flags for spam filters. It looks unprofessional and is commonly linked to phishing or spam.

How to fix it: Use a branded domain email like hello@yourstore.com. Shopify offers alias emails when you register your domain, or you can set up hosted email through services like Google Workspace or Zoho.

2. Missing Email Authentication (SPF, DKIM, DMARC)
Email providers such as Gmail and Outlook check for authentication records to verify that your emails are legitimate. Without these, your messages are more likely to be marked as spam.

How to fix it: Set up SPF, DKIM, and DMARC records in your domain’s DNS settings. Shopify help docs or your domain host can walk you through it, or you can ask your tech support team to help.

3. Low Engagement Rates
When recipients don’t open, click, or interact with your emails, inbox providers start pushing future emails into spam folders.

How to fix it: Regularly clean your email list by removing inactive subscribers. Focus on sending more relevant, engaging content, and use segmentation so you’re not sending the same message to everyone.

4. Spammy Content or Design
Using all caps, excessive exclamation marks, or spam-triggering words like “BUY NOW” or “FREE $$$” can set off spam filters.

How to fix it: Write conversational, natural-sounding copy. Avoid overhyped or misleading language. You can also test your emails through tools like Mail Tester before sending.

5. No Unsubscribe Option
Not including an unsubscribe link is not only bad practice but also violates regulations like CAN-SPAM and GDPR.

How to fix it: Make sure every email includes a clear unsubscribe link. Shopify Email, Klaviyo, Omnisend, and similar platforms typically add this automatically.

6. Too Many Images, Not Enough Text
Emails that are made up of only images or only text can trigger spam filters. A healthy balance matters.

How to fix it: Combine text with visuals and always add alt text to images for better accessibility and email trust.

Tips to Improve Deliverability

• If you are using a new email domain, warm it up by sending to smaller segments first, then gradually increasing your send volume.

• Ask subscribers to add your email to their contacts or address book to help avoid future spam filtering.

• Monitor your sender reputation with tools like Postmark, GlockApps, or Google Postmaster Tools to identify issues early.

Bottom Line...

Email marketing is one of the most powerful tools you have to drive sales, but only if your emails actually reach your customers. By improving your sending practices, maintaining a healthy list, and following best practices, you can significantly increase your deliverability, boost open rates, and make sure your efforts pay off.

“A brand is a story that is always being told.”