Authentication comes first
SPF, DKIM and DMARC are DNS records that prove your emails really come from your domain. Since 2024, Gmail and Yahoo have required bulk senders to authenticate their mail and make unsubscribing easy.
Reputation and engagement
Inbox providers watch how people react. Opens, replies and clicks help. Spam complaints, bounces and emails sent to inactive or bought addresses hurt your sender reputation.
Healthy list habits
Only email people who signed up, confirm new signups when you can, remove addresses that bounce and stop emailing people who haven't engaged in a long time.
Why Email Deliverability matters
A great email does nothing if it lands in spam. Strong deliverability protects the return on every campaign, newsletter and automated email you send.
Fixing the missing records
An online boutique saw its email sales drop even though its list kept growing. Its domain had no DKIM or DMARC records. Adding them and removing long-inactive subscribers brought more emails back into inboxes.
Common mistakes
Buying email lists
Bought lists are full of people who never asked to hear from you. They cause complaints and bounces that damage your reputation.
Hiding the unsubscribe link
If people can't unsubscribe easily, they mark you as spam instead. Make it clear and simple.
Sudden big sends
Jumping from small sends to huge ones can look suspicious. Increase volume gradually on new domains.
Where we work on this