One of the things I love most about working in advertising and marketing is that no two days are the same. Some days, I get to lean into pure creativity—crafting campaigns, writing compelling copy, and brainstorming new ways to connect with audiences. Other days, I find myself deep in the technical side of things, uncovering how the behind-the-scenes pieces of digital marketing really work.
Today is one of those technical days. I’ve been digging into a common frustration many businesses face: why emails sometimes end up in your customer’s spam folder, even when they’re genuine messages and not junk.
Why Emails Go to Spam
The truth is, email providers are constantly on guard against spam. They look at dozens of signals to decide whether to put your message front and center—or bury it in the spam folder. One big factor is how your domain is authenticated.
If your DNS settings (basically, the technical records behind your website) aren’t configured correctly, email providers like Gmail and Outlook might not trust that your messages are really from you. That lack of trust can cause your carefully crafted messages to be filtered out before they’re ever seen.
The Role of DNS Settings
This is where technology meets marketing. By adjusting your DNS records—things like SPF, DKIM, and DMARC—you give email providers proof that your messages are legitimate. Think of it like showing ID at the door: it reassures the gatekeepers that you belong.
It might sound a little intimidating, but getting these settings right can make a huge difference. Not only does it help your emails avoid spam, but it also builds credibility with your audience. After all, if they don’t see your message, your marketing doesn’t matter.
Why This Matters for Marketers
I’ll admit, I sometimes miss the “mad men” side of marketing—the art, the storytelling, the big ideas. But the more I dive into the technology, the more fascinated I become. Tools like DNS authentication, conversion tracking, and analytics dashboards give us powerful ways to not just reach audiences, but to do it smarter and more effectively.
Great marketing today is equal parts creativity and technology. It’s not enough to write the perfect subject line or come with the best offer — you also need to make sure the email actually lands in the inbox.
Final Thoughts
For me, constantly learning is part of the job. Whether it’s exploring new creative approaches or mastering the technical side of digital tools, every bit of knowledge helps me deliver better results for my clients.
So if your emails are ending up in spam, don’t get discouraged. A little bit of technical fine-tuning with your DNS settings could be the fix—and that’s where creativity and technology come together to make marketing truly work. Contact Flying Napkins today and let us help you with this, and many other marketing factors that can all ad up to equal more business – for your business.
