DeliverabilityDeliverability is the ability to reach the inbox, not just "sent." ISPs score your IP, domain, engagement, and complaint rates.
What Is Email Deliverability?
Deliverability is the ability to reach the inbox, not just "sent." ISPs score your IP, domain, engagement, and complaint rates.
A 99% delivery rate means nothing if 40% lands in spam. Monitor inbox placement with seed tests and postmaster tools.
Authentication Setup
Configure SPF to authorize sending servers. DKIM signs messages cryptographically. DMARC tells receivers how to handle failures and gives you reporting.
Align your From domain with the DKIM domain (DMARC alignment) for best results.
Warm-Up New Domains and IPs
Start with low volume to engaged users. Increase sends gradually over 2–4 weeks. Sudden spikes from cold domains trigger filters.
Separate transactional and marketing traffic when possible.
Content and Link Signals
Balance images and text. Avoid URL shorteners and too many exclamation marks. Include a physical address and one-click unsubscribe (CAN-SPAM).
Spam trap hits from old lists are deadly — remove inactive addresses proactively.
Monitor Complaints and Engagement
Keep complaint rates under 0.1%. Low opens across a segment signal disinterest — pause sends and re-engage or remove.
Google Postmaster Tools and Microsoft SNDS show domain reputation trends.
Frequently Asked Questions
Why do emails go to spam?
Common causes: poor authentication, high complaints, spammy content, and sending to unengaged lists.
How long does domain warm-up take?
Typically 2–4 weeks for marketing volume; longer for high-volume senders.
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