Your emails are probably going to spam
A meaningful share of permission-based email never reaches the inbox. That means some of your carefully written emails disappear into spam folders before anyone sees them. Here's how to fix it.
The technical foundation
Before you write a single email, your setup needs to be solid.
1. SPF, DKIM and DMARC authentication
These three settings tell email providers that you're a legitimate sender:
- SPF: lists which servers can send email for your domain
- DKIM: adds a digital signature that proves the email wasn't changed
- DMARC: tells receiving servers what to do with emails that fail SPF or DKIM
2. A dedicated sending IP
Shared IPs tie your reputation to other senders. A dedicated IP gives you full control over your sender reputation once you send enough volume.
3. Proper DNS records
Reverse DNS, MX records and A records all need to be configured correctly.
The strategic layer
Technical setup is necessary but not enough. You also need smart sending habits:
- Warm up new domains gradually: start with about 50 emails a day and increase by 25% each week
- Clean your list regularly: remove bounces, unsubscribes and inactive subscribers every 30 days
- Segment your list: engaged subscribers should get a different schedule than cold contacts
- Watch engagement: open rates below 15% often signal a deliverability problem
Content that passes spam filters
- Avoid ALL CAPS in subject lines
- Keep a healthy balance of text and images
- Include a clear unsubscribe link
- Personalize beyond just the first name
- Test with a tool like Mail Tester before sending
The result
When your emails actually reach people, everything else improves: more replies, more bookings and more sales. Struggling with email deliverability? Let's fix it together.