How To Keep Your eCommerce Emails
From Going into the Spam Folder Abyss

So you’ve set up some email automations for your eCommerce store and run campaigns from time to time to your list…

But over time you see your revenue from email marketing starting to tank.

You freak out. 😬


You double-check everything – your lists, segments, and you even contact support and they confirm that everything is fine.

What happens in a lot of cases is that your deliverability went down and now your emails are landing in spam.

No matter how many emails you keep sending, they will all start to go down into the abyss. Actually, by still emailing in the same way you are making things even worse!

When we onboarded one of our clients and we checked their stats, they actually had an email list of almost 350k contacts and only a few hundred people were opening their emails! (yikes)

deliverability score

A great graphic representing deliverability score from Moosend.com


Now, why did Gmail (and other ISP’s) block your email?

Gmail works on user feedback. It tracks if someone opened an email, clicked on a link inside, flagged it as spam, replied, etc.

This is actually a pretty good system as they will favor emails that you are actually interacting with and you know, reading.

Anything that you don’t consistently open, or if you move to the Junk folder and report will get penalized.


Some things to keep in mind:

👉 ISP’s look at your domain’s mailing history (your previous open and click rates & replies)

👉 ISP’s don’t like  when you hit spam traps and false emails (bounces)

👉 Every person’s inbox behaves differently based on what emails they open or not

Recap: The less interaction your emails get and the more bad email you send, the less likely you are to hit the inbox, no matter what autoresponder or IP you use.

What can you do to combat this?


Do you know those fancy emails of yours? That is 7Mb big and with a ton of images and links inside that you think look super cool and pretty?

Well, you are shooting yourself in the foot.

Sometimes you can pull it off (IF you do it right), but for most people it’ll severely decrease deliverability.


Some quick wins:

  • Fewer images is better
  • Make your images smaller (under 70-100Kb is great)
  • Fewer links is better (ideally under 3 per email)
  • Keep an eye on image to text ratio (more text, fewer images)
  • Don’t use all image emails. Use plain text instead

Now, these are some best-practices but you still need to do other things to make sure that your emails land in the inbox and actually get opened.

Here’s The Main Moneymaker Tip


No matter if you are starting with a brand new account or switching autoresponders or if you have been running email for a while…

You NEED to send emails ONLY to engaged people.

Most people ignore this and they just keep churning emails like on a conveyer belt #yolo

Naturally, some people simply won’t be engaged.

Segment people who are actually engaged and you’ll see your sender reputation getting better and better and your emails starting to hit inbox consistently.


What kind of contacts should you remove?

  • Marked your emails as spam
  • Bounced emails
  • Opened zero emails since initially purchasing
  • Received 5+ emails in the last 90 days but zero opens

Simply go to your email account, create a segment and enter any of those conditions.

Then just delete profiles from this segment or exclude it in your campaigns.


You should also clean your list regularly.

How often will depend on how fast you are growing your list and could range anywhere from once a week to once every few months.