Sometimes Spam - Sometimes Not

Question

I'm facing a strange problem where some of my emails land-up in SPAM and some go to inbox. Allow me to explain my current setup -  
  
1. I've about 250,000 email Ids in my cleaned-up list. If I send mails to them; we'd get < 0.5% average bounce rate. This is much below the limits set by AWS-SES.  
  
2. Mails are sent using 'Mailcoach' newsletter software hosted on '.email' domain. My main domain '.com' is different. While my approved sending rate is 500 mails/sec; I send mails at 50 mails/sec. The email ID from which mail is sent is '.com'. I've verified that both .com and .email domains are NOT in any blacklist.  
  
3. I recently moved away from DigitalOcean to AWS.   
  
4. During my initial trials; all mails to (~50-100 volunteers) were delivered to inbox.   
  
5. However, as I sent more mails; the mails got delivered into spam for most of the users. Content was not altered; and no other changes were made. The bounce / complaint and even unsubscribe rates are < 0.7% overall.   
  
The mails do not contain spam words (AFAIK) and do not resemble marketing mails. The main domain is DKIM verified; but not the '.email' domain. I'm getting it verified anyway; but I don't think that matters.   
  
Can someone help me figure out how do I ensure correct email delivery?

Answer

Dear Amazon SES Customer,  
  
There are a few reasons that can lead your messages to land in a SPAM box or even to Bounce:  
1. Lack of authentication - DKIM/SPF/DMARC signatures  
2. High bounce/complaint rate (Not in your case)  
3. Domain reputation/Blacklisted IP address (Not in your case)  
4. Multiple emails being marked as SPAM  
5. Email Content and Recipient MTA's algorithm to decide what is spam and what is not.  
  
You can refer this AWS Knowledge Article as a guide on why emails being sent from SES are being flagged as spam - https://aws.amazon.com/premiumsupport/knowledge-center/ses-email-flagged-as-spam/  
  
Sincerely,  
  
The Amazon SES Team  
  
Edited by: ruhisarAtAWS on Aug 18, 2021 10:55 PM  
  
Edited by: ruhisarAtAWS on Aug 18, 2021 10:57 PM

Answer

I've managed to solve the problem. Although - I'm not 100% sure about what's worked. Here's what I did -  
  
1. Added DMRAC record  
2. Added DKIM record  
3. Added SPF record (but I'm not sure if I've got it right)  
  
I then sampled my list in parts of 5000 emails. I wrote my newsletter in a casual tone; with no 'buttons' or 'images'. I sent to to all 5K subscribers. The mail was received in the inbox.  
  
I then sent another mail after waiting for ~3 days; and then I got it delivered to inbox as well.   
  
It looks like the problem has been solved. I'll update if I find anything relevant or useful.

Sometimes Spam - Sometimes Not

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