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Opted-in does not automatically mean wanted. Between aggressive retargeting, tired consent and newsletters nobody remembers signing up for, grey mail is teaching UK users to swipe first and think later — and that has consequences for deliverability teams.
A brand-new UK inbox, 40 sign-ups for samples, discounts and competitions, and three months of watching the junk folder swell. Here is the week-by-week spam timeline — plus the rules I would use before handing over an email address for a freebie.
Most UK small-business newsletters don't land in spam because subscribers dislike them. They land there because the SPF, DKIM and DMARC records don't line up, and the receiving filter never got as far as the content. Here's a practical 2026 audit you can run in an afternoon.