Introduction
- Sending an email doesn’t guarantee it will land in the inbox.
- Email deliverability depends on several technical and strategic factors that many brands overlook.
- Even with valuable content, your messages can end up in spam due to avoidable errors.
- In this guide, we’ll show you how to improve email deliverability and protect your sender reputation.
Key Points
- Set up SPF and DKIM properly to authenticate your domain.
- Use a professional sender address and avoid no-reply emails.
- Implement double opt-in and validate emails before sending.
- Remove hard bounces and avoid sending to generic aliases.
What Is Email Deliverability?
Email deliverability refers to the likelihood that your emails will reach your recipient’s inbox instead of being blocked or sent to the spam folder.
Having a powerful sending tool isn’t enough—you must meet technical and reputation standards that inbox providers evaluate when deciding whether to accept your emails.
1. Authentication: SPF and DKIM
One of the most common mistakes in email marketing is failing to authenticate the sending domain properly. This can lead to immediate blocks or spam flagging.
SPF (Sender Policy Framework)
It tells mail servers which sources are authorized to send email on behalf of your domain.
- Add the SPF record as a TXT entry in your DNS.
- Be sure to include all providers you use (Mailchimp, HubSpot, Messangi, etc.).
DKIM (DomainKeys Identified Mail)
Verifies that the email was authorized by your domain and hasn’t been altered in transit.
- Requires a public key in your DNS and a private key in your sending system.
- Contact support or your account manager to get the necessary DNS records.
Tip: Send test emails to personal accounts (like Gmail or Hotmail) and check the headers to confirm that SPF and DKIM are working properly.
2. Sender Address and Domain Reputation
Your “From” address has a direct impact on recipient trust and how mail servers classify your messages.
Best Practices:
- Use a clear, professional address such as
support@yourbrand.com. - Avoid
no-reply@addresses, which discourage interaction and reduce trust. - Ensure your domain’s WHOIS data is accurate and up to date.
3. List Hygiene and Email Validation
A poor-quality contact list is one of the main causes of deliverability issues.
Use Double Opt-In
- Ask users to confirm their subscription via a second click before sending them emails.
- This prevents typos, fake signups, and reduces bounce rates.
Validate Email Addresses Before Sending
- Ensure correct format (e.g.,
user@example.com) and that the domain has valid MX records. - You can automate this with APIs or use Messangi’s built-in validation tools.
Avoid Sending to Generic Aliases
- Do not send emails to
postmaster@,abuse@,info@, etc.—these are often monitored or used as spam traps.
4. Managing Hard Bounces
Hard bounces occur when an address doesn’t exist or can’t receive emails permanently.
- Monitor your campaigns and remove these contacts immediately.
- If your bounce rate exceeds 5%, inbox providers may block your emails or penalize your domain.
- Messangi helps automate bounce tracking and contact removal to protect your sending reputation.
Frequently Asked Questions (FAQs)
What happens if I don’t configure SPF or DKIM?
Your emails will likely be marked as untrusted or spam by many mail servers.
What’s the best sender address to use?
A corporate domain email that allows real replies and builds trust.
How often should I clean my contact database?
Ideally after every campaign—or at least once per month.
Is double opt-in mandatory?
No, but it’s highly recommended to improve reputation and reduce legal and deliverability risks.
Can Messangi help with all of this?
Yes. Our platform includes tools for authentication, contact validation, bounce monitoring, and more.
Conclusion
Email deliverability is one of the most overlooked pillars of effective marketing.
It’s not just about sending—it’s about arriving. And that depends on how you configure your domain, manage your lists, and maintain your reputation.
With Messangi, you gain full control over the email lifecycle—from contact validation to post-send analytics.
Want to improve your email deliverability? Book a demo and optimize every message you send.
