Email Deliverability Tips

Key factors to monitor

Authentication and alignment

SPF, DKIM and DMARC give receiving systems structured evidence about who sent a message and whether that evidence aligns with the visible From domain. Failures or missing alignment can make filtering decisions harder for receivers.

Reputation and consistency

Reputation is influenced by past sending behavior, complaint patterns, bounce rates, engagement signals, and provider-specific policies. Consistent sending domains, predictable traffic, and clean lists make troubleshooting easier.

List hygiene, bounces and complaints

Remove invalid or inactive addresses when appropriate, handle bounces, and make unsubscribe paths clear. High complaint rates and repeated delivery to bad addresses can affect how providers treat future mail.

Content and sending practices

Avoid misleading sender identities, broken links, heavy image-only layouts, and sudden volume changes. For new sending infrastructure, gradual sending can help reveal issues before a large campaign depends on it.

Common causes of spam-folder placement

• Authentication failures or poor alignment.
• New sending domains with little history.
• Sudden volume spikes from a domain or provider.
• High bounce or complaint rates.
• Content patterns that look risky to a mailbox provider.

Why authentication alone is not enough

Authentication can show that a message is authorized and aligned, but inbox placement also depends on reputation, recipient behavior, provider rules, content, and the route a message takes. Treat authentication as a foundation, not a promise.