Secrets to reach inbox and Avoid Email Spam Folder - Deliverbility

Secrets to reach inbox and Avoid Email Spam Folder

Email infrastructure is the technical aspect of your email sending program which goes on behind the scenes, and helps if set up appropriately, delivers the emails to the user’s inbox.

Sending infrastructure denotes the domains and IP addresses of the servers you’re sending emails from, and email authentication indicates the procedures you use to prove that an email sent by you is indeed coming from you.

A correctly configured sending infrastructure and authentication grows your ability to deliver the email messages to the inbox.

The following are the essential things in the sending infrastructure and sender authentication you must take into account.

Dedicated Vs. Shared IP Address

If you are a significant volume sender (sending more than 500,000 emails monthly) and want to have full control over your sender’s IP reputation, then you have to go with a dedicated IP address or even some of the dedicated IP addresses.

If you are a tiny sender (sending fewer than 50,000 messages monthly), you are decent to stay with shared IP addresses. However, you have to remember that the IP reputation and your capability to send to the inbox will be impacted by all the clients sharing the IP address.

Many low volume senders shift to a dedicated IP address with the email service provider (ESP) to control their reputation.

IP Address Warm-Up

If you receive a new dedicated IP address and send a lot of emails from it, then there is much possibility that you are going to face a lot of problems (IP blacklisting, spam folder placements, bad reputation, etc.). It is challenging to recover the reputation of the IP.

Therefore, when you get a new dedicated IP address, you must take your time and warm it up. The warm-up procedure means that you begin sending small volumes, gradually increasing the amount until you reach the necessary amount per day.

The warm-up procedure helps to display yourself as a consistent sender and grow a reputation for your IP. It is suggested that, send emails to your most active receivers during the warm-up procedure. Positive user engagement will incorporate more points to your reputation.

Ensure that you have your bounce handling procedure in place. Screen your bounced emails and client complaints. When your bounce rate or complaint rate increases, stop distribution, re-check your mailing list for validity and review your email program to continue sending relevant email messages.

Email Segmentation by IP Address

Great email senders might get a few dedicated IP addresses and segment their mail streams by the IP, i.e., send marketing and transactional emails from different IP addresses. These types of messages certainly have separate engagement. Therefore different IPs will have different reputations.

The reputation of the IP for marketing email messages, which is undoubtedly lower, will not disturb the deliverability of transactional messages.

Companies with numerous brands can practice a dedicated IP for each brand. Moreover, segment the transactional and marketing email streams under each brand by different IPs to provide detailed reputation reporting.

You should also consider using a different IP address for delivering reactivation email campaigns. Reactivation campaigns used to have the poorest deliverability and maximum user complaint rates.

In case you are in charge of sending such a campaign, consider dividing your list and sending just a few thousand emails at a time (or per hour) from a changing IP instead of pulling a sizeable one-time campaign to shield your primary domain/IP address.

Switching IP Addresses

Receiving a new IP address is not the solution to your email deliverability complications. It can benefit for some time, but if you keep following corrupt sending practices, you’ll still have email deliverability problems. Moreover, delivering the same content from a similar domain, but different IP addresses is a trick utilized by spammers. Mailbox providers will notice this and may block your emails at the gateway.

Domain Reputation

Same as the IP address, your sender domain has a reputation, and it’s as significant as the reputation of your IP address. In case the emails sent from your domain becomes the reason for negative user engagement. The reputation of the IP address doesn’t matter, and mailbox providers may filter the emails.

Domains in the email message body do matter as well. A single link to an unreputable site placed in the copy of your email could stop it from landing in the inbox. You’ll want to guarantee that you’re linking only to trusted websites and preferably, only those that you control.

Maximum mailbox providers don’t permit the senders to check their domain reputation with them. It is evaluated internally and is not disclosed. However, Google provides such data in their postmaster tools. If you have a vast spam placement rate with Google, start the examination procedure by analyzing the information about your sender domain and IP in the Google postmaster.


There are loads of blacklists out there. Maximum blacklists will list your IP address or sending domain if they see a higher number of spam trap hits, or spam complaints, both. Because your domain or IP is on a blacklist does not certainly mean that your deliverability hurts. Major mailbox providers use the indications from Spamhaus to determine whether or not they would filter the emails from the sender.

Email Authentication

There is an excellent variety of methods to authenticate messages. Preferably, you must implement all of them to show mailbox providers that the message categorically comes from you and that it wasn’t changed in the transmit. Email messages that passed authentication checks have more possibilities to be delivered to the inbox.

SPF represents Sender Policy Framework. It’s a domain name system (DNS) record that shows the IP addresses which are permitted to send emails from your domain.

DKIM stands for Domain Keys Identified Mail. A DKIM signature makes sure that the message that reaches the mailbox provider is matching to the message that you sent.

DKIM protects the message against a malicious change in transit, and it is very significant for the deliverability and reputation because a valid DKIM record explains that the sender takes responsibility for the content they send and the receiver who they send it to. Emails without a valid DKIM signature are not likely to land in the inbox.

DMARC represents Domain-based Message Authentication, Reporting & Conformance. The goal of this authentication method is to inform mailbox providers what you need them to do with an email message that didn’t pass the SPF and DKIM checks: permit it, filter it to spam, or discard it.

Having these email authentication procedures in place is a vital step in building trust between you and mailbox providers.

FBL Sign-up

The majority of great mailbox providers offer feedback loop service (FBL). After you sign-up with FBL, the mailbox providers will let you know when receivers report your emails as spam. According to the best email practices, you must instantly eliminate the email addresses of spam reporters from your active email lists.

Repetitive sending to the receivers who sent a spam complaint informing you that they don’t want to have your messages anymore is tremendously damaging to your sender reputation.

ESPs automatically control spam complaints and suppress the consistent users’ email addresses from the mailings. If you send via your SMTP server, then it is hugely suggested that you must sign-up for feedback loops with the mailbox providers that provide this facility to have better control over your reputation, mailing lists, and deliverability.

Email Address Set-up

You’re “From,” and “Reply-To” email address should be valid mailboxes being able to get emails. It permits a receiver to response without a failure message.

You’ll want to format a domain and use the “From” and “Reply-To” email addresses on your domain. Conveying marketing emails from a free domain such as or is a corrupt practice as it does not generate recognition of your brand with your recipients and doesn’t persuade them to open your email.

Branded “From” email address and name make the receivers identify the email sender faster, upsurge the likelihood of an open, and help shape a better sender reputation.

Your sending domain should have a valid mail exchanger (MX) record. If it does not, some mailbox providers can block your email message.

If you send emails through your SMTP server, it is hugely recommended that you make a particular mailbox to collect bounce emails, for example, A few mailbox providers will still send bounce email notifications to your “From” address. So, you must be observing both “From” and “Return” email addresses for bounce messages to defeat hard bounce addresses from your mailing lists.

Mailbox provider needs that you should have the and email addresses set up on your sending domain to get access to their feedback loops. These email addresses are also familiar destinations where mailbox providers that do not give the FBL service send user complaints. Hence, not only should you set up the abuse@ and postmaster@ email ids, you must be observing them and address any reports of unwanted emails.

Besides, as abuse@, feedback@, postmaster@, hostmaster@, and some others are considered as role accounts, distributing anything other than abuse reports to such email accounts is a significantly poor practice. You must be eliminating role email accounts on any domain from your active email lists to guarantee the compliance with the best email sending activities.


Mailbox provider’s goal is to guard their users against unwanted email traffic. They look at many things to choose whether to deliver the email to the inbox, filter it, or block it at a gateway. Email deliverability is never definite. proper email sending infrastructure and email authentication are two data points that pay to your sender reputation and assist you to shield your brand.

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