A particular email that marked as flaggable could be due to the copy being spammy, the sender ESP IP being flagged with low reputation. Or if you used Outlook, the allocated Tenant IP was low reputation.
To further expand, emails can be “rejected” for a variety of reasons, the 3 that we focus in the umbrella of flaggable are conditions that SL has identified with a higher than usual potential to cause spam detection.
To note, you can have 2 GSuite accounts, for which one the email goes through fine, and the other that it does not and gets flagged as spam.
The detection algorithms held by ESPs like Google and Outlook are extremely nuanced and part of the reason why SmartDelivery as a concept exists to help you identify anomalous patterns ahead of time.
So what are the 3 reasons we set an email as flaggable?
The email sent from your campaign + mailbox had copy in it that was marked with a high spam score and as a result soft bounced because the Spam Gateway of the receiving mailbox’s ESP (Gmail/Outlook or otherwise) flagged it as such
The IP from which the email was sent from your campaign + mailbox was detected as high risk or heavily blacklisted and as a result soft bounced because the Spam Gateway of the receiving mailbox’s ESP (Gmail/Outlook or otherwise) flagged it as such.
If you’ve sent from an Outlook account that is attached to a Tenant (workspace) that is allocated a range of IPs that may be of lower quality, this can happen at random, then the email itself would be flagged as spam in Outlooks own network and won’t pass through their relay network layers.
What are the fixes for each:
Tweak your copy to remove overtly salesly words, remember Google/Outlook have incredible context detection algorithms, if they see millions of emails having similar sentence structures to you that were previously marked as spam by their users, then yours will fall in that category too
If you’re using a reseller, ensure that they’ve got a strong tenant structure in place and have decentralised infrastructure setup that prevents “cross over” of reputation. AKA the workspace where your domains and mailboxes are hosted by them may also have a spammer there, and that causes a workspace/tenant level impact as Google/Outlook can potentially allocate a low sender/high risk IP
Outlook usually rotates Tenant level IPs every 2 weeks, you can simply message their support asking them to expedite the IP rotation as you’ve detected you’ve got a low quality IP range