Emails can go to Spam, Promotions, and other folders for all kinds of reasons. Many email clients use sophisticated filtering systems, but they aren't always accurate about where to send certain emails.

Even with great content, a good sending reputation, and solid deliverability practices, a subscriber's own filtering preferences can still affect whether your emails reach them.

Allowlisting tells your subscriber's email provider that they want your emails and expect to see them in their primary inbox.
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​If your email address has been allowlisted, the email client should send your message to the inbox and bypass any spam filtering.

When you ask a subscriber to allowlist your email, you can say:
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"Hi, thank you for letting me know you aren't receiving my emails. Would you mind allowlisting my sending address in your account? That way your email provider will know you'd like my emails delivered straight to your primary inbox."

Each email provider has different steps for allowing emails, so it's best to suggest that the subscriber look up the process for their specific provider. The terms can vary too—"add to contacts," "add as a safe sender," or "add to safe list."

Why are my emails being automatically opened or clicked?