Why are the emails that I send using Amazon SES getting marked as spam?

Last updated: 2021-06-21

A message placed in a spam folder indicates that Amazon SES has successfully delivered the message to the recipient's mail server (ISP). At this stage, Amazon SES has no control over the message and can't guarantee inbox placement.

The ISP decides whether the email is categorized as spam and determines the overall mailbox placement. If the ISP flags the email message as spam, then the email might be placed in the recipient's spam or junk folder.

Several factors can lead to an ISP flagging an email as spam, such as:

• The email content and quality. For example, ISPs can use their own content filters that scan emails for specific keywords, insecure links, links considered harmful, or links to domains that aren't the sending domain. Emails that are considered low quality might be placed in the spam or junk folder, or even blocked by the ISP. Amazon SES requires that you send high-quality email.
• Lack of email authentication, such as DomainKeys Identified Mail (DKIM) or Sender Policy Framework (SPF)
• Sending domain or IP address reputation
• Multiple emails flagged as spam
• High bounce or complaint rates

To learn more about the best practices for sending emails with Amazon SES, see Tips and best practices.

If you've followed all best practices and your emails still go the spam folder, contact the ISP for more information about the spam classification.