How to stop your emails from going to spam

Could your emails be going to spam because you are a hemp, CBD, or cannabis brand?

In short, using those keywords alone won’t land your emails in spam. But being in a high-risk industry means inbox providers look at you more closely. And that makes getting the technical foundations right non-negotiable.

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Why Deliverability is Harder Now

Over the past year, inbox providers like Google (Gmail), Microsoft (Outlook/Hotmail), and Yahoo have made domain authentication a priority. They’ve become stricter about enforcing SPF, DKIM, and DMARC.

What does that mean?

• SPF must authorize your sender.
• DKIM must match your domain and not be outdated.
• DMARC needs to align with both your “From” address and sending infrastructure.

If these aren’t properly set up, your emails are far more likely to get flagged, sent to spam, or rejected outright—especially for brands in regulated industries.

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Quick Test: Check Your Authentication in Gmail

Think something might be wrong? Here’s a quick way to find out:

1. Send yourself an email from your ESP (e.g., Klaviyo).
2. Open it in Gmail, click the three vertical dots, then “Show Original.”
3. Look at the results for SPF, DKIM, and DMARC.

If you see any of the above…your domain authentication is broken. These issues are a leading cause of poor inbox placement.

• SPF: NONE
• DKIM: FAIL
• DMARC: FAIL

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If you’re using Klaviyo, you may also see a notice like “Sender Requirements: Needs Attention.”

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Here’s Klaviyo’s guide on authentication.

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What Are SPF, DKIM, and DMARC?

SPF (Sender Policy Framework): Verifies that the mail server sending your emails is authorized. No SPF = no trust.

DKIM (DomainKeys Identified Mail): Adds a digital signature to your messages. This proves the message wasn’t tampered with and came from you.

DMARC (Domain-based Message Authentication, Reporting & Conformance): Tells inboxes what to do if an email fails SPF or DKIM. It also gives you visibility into attempts to spoof your domain.

If you’re in hemp or cannabis, these records are even more critical. Your messages face higher scrutiny. Fail these checks, and you’re likely going to spam.

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How to Fix Your DNS Records (GoDaddy, Namecheap, Squarespace)

If you manage your domain, here’s how to add the right records. Assume you’re using Klaviyo for sending.

GoDaddy

SPF:

Create or edit a TXT record for @ with:

v=spf1 include:klaviyo.com include:_spf.google.com ~all

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DKIM:

In Klaviyo, find your DKIM key (e.g., k1._domainkey). Add it as a TXT record in GoDaddy.

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DMARC:

Add a TXT record for _dmarc with:

v=DMARC1; p=none; rua=mailto:[email protected]; ruf=mailto:[email protected]; adkim=s; aspf=s

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Namecheap

Log into Namecheap, go to Domain List > Manage > Advanced DNS

Add or update:

• SPF record for @
• DKIM record with host like k1._domainkey
• DMARC record with host _dmarc

Squarespace

• Go to Settings > Domains > DNS Settings
• Add the same three TXT records using the details from Klaviyo

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Is Your Domain Burned?

Even with the right DNS setup, emails can still land in spam. Why?

You may have a burned domain—a domain with a bad reputation from past spam complaints or blacklists.

Signs your domain is burned:

• Poor open rates despite correct authentication
• Emails consistently land in spam
• Your domain shows up on MXToolbox or multiRBL

What to Do

• Register a new domain or subdomain (e.g., newsletter.yourbrand.com)
• Set up SPF, DKIM, and DMARC immediately
• Start warming it up—send to your most engaged subscribers first, then scale gradually

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How to Use GlockApps for Deliverability Testing

GlockApps helps confirm your emails land where they should. We use it regularly with clients to test inbox placement.

Steps:

1. Create an account at GlockApps
2. Launch a test by sending to a provided seed list
3. Import the seed list into Klaviyo
4. Send your test email
5. Review results: GlockApps shows if your email landed in the Inbox, Spam, or Promotions tab—and across which providers
6. Iterate: Make changes to your DNS, content, or subject line and re-test

GlockApps gives real-world data you can act on. It’s especially helpful when you’re testing a new domain or troubleshooting low open rates.

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Ongoing Best Practices

To stay in the inbox:

• Send helpful content: Avoid spammy language. Educate. Don’t oversell.
• Clean your list regularly: Remove disengaged subscribers.
• Warm up slowly: If you’re on a new domain, start small and build up volume.

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Confirming Your Deliverability Success

By addressing SPF, DKIM, and DMARC properly, you remove a huge chunk of the friction that puts emails in spam. But it’s not enough to just fix the technical records—you also need to confirm that those changes are doing their job. Tools like GlockApps help you do exactly that by showing you where your emails end up in real inboxes, across multiple providers. We use GlockApps with our clients all the time to spot hidden deliverability pitfalls, verify improvements in real time, and fine-tune campaigns for maximum inbox placement.

Whether you’re brand new or a seasoned pro, fine-tuning your authentication, monitoring your sender reputation, and using comprehensive testing tools is the surest way to ensure your hemp, CBD, or cannabis emails find their rightful place in your subscribers’ inboxes. From there, all that’s left is to keep delivering valuable, engaging content that your audience will love—without worrying about the dreaded spam folder ever again!

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