Deliverability hinges on two things: proving you are legitimate and sending in a way that keeps providers happy. Set these foundations and your messages are far less likely to land in spam.

Authenticate your domain

Set SPF, DKIM, and DMARC for your sending domain. These records prove you are allowed to send and make spoofing harder. Most providers give exact valuescopy them carefully into DNS.

Send from a real, monitored inbox

Avoid no-reply addresses. Monitor replies and bounces so you can fix problems quickly. If you send marketing, use a subdomain (mail.yourdomain.com) to separate marketing reputation from day-to-day email.

Keep lists clean

Use confirmed opt-in for newsletters. Remove hard bounces and people who have not opened in a while. Bad addresses drag down your sender reputation.

Write like a human

Balance text and images, avoid spammy phrasing, and include a clear unsubscribe link. Make sure your from name is recognizable and your subject matches the email content.

Send consistently

Warm up new sending domains gradually. Keep cadence steady instead of spiking volume. If you suddenly triple sends, providers get suspicious.

Watch your reputation

Check blocklists, DMARC reports, and bounce rates monthly. Fix any repeated soft bounces, and reduce frequency to disengaged segments.

Quick checklist