If your business emails frequently end up in recipients' spam folders, it means the messages you send are being flagged by email systems as potentially unwanted or unsafe. This can happen for several technical reasons, such as missing authentication records, poor sender reputation, or content that looks suspicious to spam filters. For a small or mid-sized Australian business, this issue can seriously disrupt communication with customers, suppliers, and partners.
Why this matters for Australian SMBs
Email is a critical channel for everyday business operations, from sending invoices and quotes to marketing campaigns and customer support. When emails go to spam, important messages may be missed or delayed, causing frustration and lost opportunities. It can also damage your brand's reputation if customers perceive your emails as unprofessional or unsafe. Additionally, if your email system is misconfigured, it might increase your exposure to cyber risks like phishing or spoofing attacks.
A typical scenario
Consider a 50-employee Australian retail company that recently switched to a new email provider but didn't set up proper email authentication like SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail). Customers started reporting that promotional emails and order confirmations landed in their spam folders. The internal team also noticed lower engagement rates and increased customer service calls. Their managed IT provider stepped in to audit the email settings, configure authentication records correctly, and monitor sender reputation. Within days, email deliverability improved, restoring smooth communication and customer trust.
Practical checklist to improve email deliverability
- Check email authentication: Ensure SPF, DKIM, and DMARC records are correctly set up in your domain's DNS. These help receiving servers verify your emails are legitimate.
- Review your sending IP reputation: Ask your IT provider if your email server's IP address is blacklisted or has a poor reputation, which can cause spam filtering.
- Audit email content: Avoid spam-trigger words, excessive links, and large attachments. Keep formatting clean and professional.
- Monitor user complaints: Track if recipients mark your emails as spam and adjust your mailing lists accordingly to remove uninterested contacts.
- Use a reputable email service: If sending bulk or marketing emails, consider trusted platforms that specialise in deliverability and compliance.
- Ask your IT support: What ongoing monitoring and maintenance do they provide for email systems? Do they proactively check for deliverability issues?
- Train staff: Educate employees on proper email usage, phishing awareness, and how to maintain good sender reputation.
Next steps
If you're facing persistent email deliverability problems, it's wise to consult a trusted managed IT provider or IT advisor who understands Australian business needs. They can perform a detailed review of your email infrastructure, recommend technical fixes, and help maintain reliable communication channels. Addressing these issues early reduces the risk of lost business, customer dissatisfaction, and potential security threats.