You did everything right.

• You followed the spam laws.
• You got consent.
• You even triple-checked your footer.

So why are your emails still vanishing into the black hole of the spam folder?

Here's the uncomfortable truth: compliance doesn't equal deliverability.

Just because you're playing by the rules doesn't mean the inbox gatekeepers are letting you in. In fact, your perfectly legal email might be getting flagged as something even more tragic than spam…. graymail.

Graymail: The Inbox's Silent Assassin

Graymail isn't illegal. It's not even offensive. It's just… ignored.

These are the emails subscribers technically asked for – but never open, never click, and probably forgot they signed up for in the first place.

Inbox providers (hello, Gmail, Outlook, Yahoo!) are paying attention.

If enough people snooze your email or glaze over it week after week, the ISP assumes, "No one wants this."

So, into the spam folder it goes. Not because it's bad. Just because it's meh.

Spam Checkers: Use Them or Lose Out

If you're not already running your emails through a spam checker before pressing "Send", you're flying blind. 

Yes, even if you're GDPR/PECR/CAN-SPAM certified and wearing your best ethical marketer badge.

These tools sniff out – 

• trigger words
• dodgy formatting
• sketchy sender practices
• image-to-text ratio issues
• and more red flags than a toxic ex

Think of spam checkers like a bouncer at the inbox club. Show up sketchy? You're not getting in.

Get On Their "Nice" List (Literally)

Want to dodge the junk folder forever? Ask subscribers to add you to their allow list (a.k.a safe sender list, VIP list, or "please never spam this person again" list).

Pro move: Include step-by-step instructions in your welcome email – especially for Gmail and Outlook. 

Because when you're whitelisted, you're golden.

Segment Like You Mean It

The one-size-fits-all blast is dead. Buried. Ghosted.

If you're sending the same promo to someone who bought last week and someone who hasn't opened an email since the dinosaurs, you're basically asking ISPs to block you.

Segmentation fixes this.

Look at your engagement data – 

• Who clicks?
• Who opens?
• Who ignores you like you owe them money?

Create targeted groups and send them tailored content. If Segment A isn't engaging with Product B – stop sending Product B.

Your subscribers didn't join your email list for "emails". They joined for solutions. So solve something.

Subject Lines: Your First and Only Chance

If subscribers are ignoring your emails before even opening them, your subject line needs serious rehab.

It should be –

• Relevant
• Intriguing (not misleading)
• Problem-solving
• Slightly spicy (optional but recommended)

Don't lie.

Do promise value.

Then actually deliver it.

The goal? Reignite their curiosity. Remind them why they signed up in the first place.

Deliverability Is About Desirability

You can tick all the legal boxes and still end up ghosted by inbox filters. The key isn't just being compliant – it's being compelling.

• Get whitelisted.
• Segment your email list(s)
• Use spam checkers
• Rework those subject lines
• Send what your audience actually wants

Because no one unsubscribes from emails they love.