My confirmation emails go to the spam folder. How do I fix it?

Sometimes, your confirmation emails will go to the spam folder. It's very annoying when it happens but the most important thing that you need to remember is that it's inevitable. No company in the world has 100% delivery rate in the primary inbox.

Let's now see why this happens and what you can do to improve your deliverability.

Why some emails go to the spam folder

Modern email providers like Gmail, Yahoo, Outlook use extremely sophisticated anti-spam algorithms that use hundreds of factors to determine whether an email is spammy or not. Because so many factors are involved, it's impossible to determine the exact reason for why an email is marked as spam; however, we do know that two of the most important factors are "domain reputation" and "account history".

Domain reputation
Domain reputation refers to the reputation of the sending domain, in this case, ReferralHero (since all emails are sent by us unless you specify a different sending address).

To send emails we use Sparkpost, which is the email provider with the highest deliverability rate in the world (some of their clients are Twitter, Paypal, Uber, Intercom, etc). This, along with the best practice that we implement result in an overall deliverability rate for ReferralHero of over 98%, which is exceptionally high for the industry.

Account history
The real "beast" when it comes to spam filters is personalization, which means that spam filters adapt to the history of each person. For example, if you mark as spam or simply ignore a specific type of email (eg: invoices), email providers such as Gmail or Yahoo will think that you're not interested in this type of emails and/or will eventually mark it as spam.

So if some of your users receive the confirmation emails in the spam folder, is highly likely that they have marked some confirmation emails in the past as spam,

What you can do to improve your deliverability

Unfortunately, there is not a lot that you can do, but here are some best practices.

  1. Don't use "spammy" words in your confirmation email body and subject. Avoid words like "special", "free", "etc". Just stick to the default and you'll be fine.
  2. Tell your users to add the sender address "" to their trusted senders' list. When enough people do it, Gmail will figure out that your confirmation emails are not spam.
  3. Use a company email address as the reply-to address. If you're using a free email provider (gmail, yahoo, outlook, etc) and sending transactional emails, spam filters will raise a red flag. Better to use your company email address instead. Go to your campaign dashboard > Settings > Emails. 
  4. Use a custom domain sender. Although our default sending domain has a very high reputation, you might benefit (not last from a branding point of view) by using your own sending domain address. To do so you must be on the Premium plan. Get in touch with usto set it up.

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