The reality is that anti-spam filters designed to reduce spam volumes also prevent some legitimate messages from reaching the inbox.
In her blog post, Why Innocent Emails Get Flagged as Spam, Linda Bustos analyzes an email from Musician’s Friend which she found in her junk folder to better understand why it ended up there instead of her inbox.
“…I noticed that a Musician’s Friend email got trapped in my Spam box in Gmail, so I referred back to this post to see if I could diagnose how the email got flagged as spam. I found a few items that might have caused the delivery failure based on the article’s tips, plus a few other borderline-spammy red flags…” continue reading
The good thing is that there are ways to design messages so that they they get a green light from anti-spam filters. Sure, it’s a pain in the neck to have to pay attention to silly things like the use of specific words, subject line length and background color; but if you want to increase the rate of inbox delivery, it’s worth taking the time to do so.