Email deliverability: how to stay out of spam

Frequently asked questions

1. 01 Why do emails land in spam?

   The most common reasons are an unverified domain, sending to non-consenting contacts, sharp volume spikes and aggressive spam words in the subject. Spam filters judge the sender's reputation, not just the email's content.

2. 02 What are SPF and DKIM and why do you need them?

   They're technical records that confirm emails really come from your domain. Without them, mail providers doubt the sender more and the chance of landing in spam rises. Setting them up is a basic deliverability step.

3. 03 Can you buy lists for campaigns?

   No. Sending to bought or non-consenting contacts brings complaints and unsubscribes that sharply damage domain reputation. One such campaign can hurt deliverability for a long time, even for loyal subscribers.

4. 04 How do you «warm up» a new sending domain?

   Start with small volumes to your most active subscribers and increase gradually. A sharp start with a large send from a new domain looks suspicious to filters and hurts deliverability.

5. 05 How do you know there's a deliverability problem?

   By a drop in opens with no content change, rising spam complaints and emails not reaching test inboxes. Regularly send a test to several mail providers to see where emails actually land.