Checklist for Improving Inbox Placement

When it comes to email marketing, getting your messages into the inbox (not the spam folder) is everything. Here's the bottom line: Your sender reputation determines whether emails reach the primary inbox or disappear into spam. This is influenced by factors like authentication, list quality, and engagement rates. Nearly 21% of emails never reach the inbox, so optimizing your email practices is critical for better open rates, clicks, and conversions.

Key Steps to Improve Inbox Placement:

1. Set Up Email Authentication
   Use SPF, DKIM, and DMARC to verify your emails and prevent them from being flagged as spam.
2. Maintain a Clean Email List
   Remove invalid addresses, bouncebacks, and inactive subscribers regularly.
3. Adopt Consistent Sending Practices
   Gradually warm up new domains and stick to a regular email schedule.
4. Create Engaging Content
   Personalize emails, design for mobile, and avoid spam trigger words.
5. Monitor Performance
   Run inbox placement tests, track engagement metrics, and check blacklist status.

By following these steps, you’ll build a stronger sender reputation, ensuring your emails land where they’re meant to: the inbox.

Step 1: Set Up Email Authentication

Getting your email authentication right is crucial if you want your emails to land in inboxes instead of being flagged as spam. Without it, mailbox providers can’t confirm that your emails are legitimate, which could mean even the most well-written messages won’t make it to your audience. Authentication essentially proves to mailbox providers that you’re the real deal.

Configure SPF, DKIM, and DMARC

SPF, DKIM, and DMARC work together to verify your emails. Each serves a specific purpose, and using all three gives you the best chance of avoiding spam filters.

SPF (Sender Policy Framework) allows you to specify which servers can send emails on behalf of your domain. Think of it as creating a whitelist of approved servers to block unauthorized senders from faking your domain.

To set up SPF, log into your DNS settings and add a TXT record like this: v=spf1 include:_spf.YOURDOMAIN.com ~all. If you use multiple email services - like SendGrid, Google Workspace, or Mailchimp - make sure to include all of them in your SPF record. Also, review and update your records regularly to keep them accurate.

DKIM (DomainKeys Identified Mail) ensures your emails haven’t been tampered with during delivery by adding a digital signature. This involves creating a pair of cryptographic keys: a private key that signs your outgoing emails and a public key added to your DNS records. Email providers use this public key to verify the signature.

To set up DKIM, generate the key pair, add the public key as a TXT record in your DNS, and enable DKIM signing on your email server. Once activated, your outgoing emails will automatically include the DKIM signature.

DMARC (Domain-based Message Authentication, Reporting, and Conformance) builds on SPF and DKIM by letting you set a policy for handling emails that fail authentication. You can choose to monitor failures ("none"), send them to spam ("quarantine"), or block them entirely ("reject").

Start with a "p=none" policy to monitor results without affecting delivery. Once you’re confident everything is working, move to stricter policies like "quarantine" or "reject." DMARC also generates reports that show which emails are passing or failing authentication, helping you spot and fix issues early.

After adding these records to your DNS, allow 24–48 hours for them to propagate. Test your setup by sending emails and using tools like MxToolbox or Google Admin Toolbox to confirm that SPF and DKIM are configured correctly. Many email platforms also offer dashboards that let you check the status of these protocols at a glance.

Avoid common mistakes like setting up only SPF without DKIM and DMARC, using incorrect key formats, or typos in DNS entries. If something isn’t working, double-check your setup against your email provider’s guidelines.

Once your email authentication is in place, the next step is to verify your DNS and MX records.

Check DNS and MX Records

DNS records translate your domain name into IP addresses, while MX records tell mail servers where to deliver emails sent to your domain. If your MX records are incorrect or missing, incoming emails might never reach your inbox.

To check your MX records, use online MX lookup tools by entering your domain name. These tools will show you which mail servers are set up to handle your emails. Alternatively, you can review your DNS settings through your domain registrar or hosting provider.

For those comfortable with technical tools, command-line utilities like nslookup or dig can also be used. For example, running nslookup -type=MX yourdomain.com in your terminal will display your MX records. Make sure the servers listed match what your email provider specifies. If they don’t, update your DNS settings and allow 24–48 hours for the changes to take effect.

MX records also include priority values, where lower numbers indicate higher priority. It’s a good idea to have at least one backup MX record for redundancy.

Misconfigured DNS records are one of the leading causes of email delivery issues, so it’s important to get this step right. Regularly monitor your DNS and MX records using tools like Warmforge, which offers automated checks for DNS, MX records, and blacklist status.

Once your DNS and MX records are confirmed, it’s time to keep an eye on your email reputation by checking blacklist status.

Check Blacklist Status

Even with proper authentication and DNS configuration, your email reputation can take a hit if your domain or IP address ends up on a blacklist. Blacklists (or blocklists) are databases that flag domains and IPs known for sending spam or malicious emails. If you’re blacklisted, your emails might be rejected outright or sent straight to spam.

Common reasons for being blacklisted include sending emails to invalid addresses, receiving spam complaints, using overly promotional language, or sending emails to purchased lists. Sudden spikes in email volume can also trigger spam filters.

To check if you’re blacklisted, use free online tools that scan multiple blacklists at once. Some major ones to check include Spamhaus, Barracuda, and Return Path. Many email providers also notify you of blacklist issues through their dashboards.

If you find yourself on a blacklist, figure out why. Review your email practices, clean up your list by removing invalid or inactive addresses, and address any complaints or bounces. Once you’ve resolved the issue, submit a delisting request to the blacklist operator. Be prepared to explain what you’ve fixed. Delisting times vary, ranging from a few hours to several weeks.

To avoid future problems, adopt good email habits. Regularly clean your email list, remove hard bounces, and avoid sending to unengaged subscribers. Both domain reputation and IP reputation play a role in email deliverability. While domain reputation is increasingly important, especially for shared IPs, a poor reputation in either area can hurt your chances of reaching inboxes.

Platforms like Warmforge can simplify this process by offering free email deliverability audits. These audits check your DNS, MX records, and blacklist status in one place, saving you time and helping you catch potential issues early. They also provide ongoing monitoring, so you’ll know immediately if something goes wrong and can address it before it impacts your email campaigns.

Step 2: Maintain Email List Hygiene

A clean, high-quality email list is the backbone of a strong sender reputation. By removing invalid addresses and ensuring your subscribers are genuinely interested, you improve your chances of landing in the inbox instead of the spam folder. When your list contains outdated addresses, spam traps, or disengaged contacts, mailbox providers interpret this as a sign that your emails are unwanted. The result? More of your messages end up in spam.

Email lists naturally degrade over time. People change jobs, abandon old email accounts, or simply stop using certain addresses. On average, email lists lose about 22.5% of their validity each year without upkeep. That’s nearly one in four addresses becoming a problem annually if you don’t actively manage your list.

Keeping your list clean improves engagement rates, reduces spam complaints, and strengthens your sender reputation - all of which directly affect whether your emails are delivered to the primary inbox or filtered out.

Remove Invalid and Inactive Contacts

Invalid and inactive contacts can quietly sabotage your email deliverability, harming your sender reputation with every campaign.

• Hard bounces happen when emails fail permanently because the address doesn’t exist. These should be removed immediately to maintain list quality, even if your email service provider automatically handles them.
• Spam traps are email addresses designed to catch poor list management practices. These can lead to blacklisting and serious damage to your reputation. Avoid them by never buying email lists and promptly removing inactive subscribers.
• Inactive subscribers are those who haven’t engaged with your emails - such as opening or clicking - over a period of 6–12 months. While they aren’t invalid, their lack of engagement signals to mailbox providers that your emails aren’t welcome. These subscribers are also more likely to mark your emails as spam, with complaint rates 5–10 times higher than active subscribers.

To address these issues, use an email validation tool. These tools check for proper syntax, verify domain and mailbox validity, and even flag spam traps or disposable email addresses. After validation, segment your list by engagement levels, identifying active subscribers versus those who are unresponsive. Before completely removing inactive subscribers, consider sending a re-engagement campaign. These campaigns give subscribers one last chance to confirm their interest, typically recovering 10–20% of inactive contacts while allowing you to remove the rest.

Keep a close eye on bounce rates (aim for less than 2–3%) and complaint rates (keep it under 0.1%). If these metrics exceed the benchmarks, it’s time to clean your list.

Implementing double opt-in is another effective way to prevent invalid entries from joining your list in the first place.

Use Double Opt-In

Double opt-in is a simple yet powerful process to confirm subscriber interest. When someone signs up, they receive a confirmation email asking them to verify their subscription by clicking a link. Only after completing this step are they added to your list.

Unlike single opt-in, where subscribers are added immediately upon entering their email address, double opt-in reduces errors like typos and prevents fake or malicious sign-ups. This process ensures your list is filled with genuinely interested subscribers, which improves engagement and reduces complaints. Mailbox providers reward this behavior with better inbox placement, and double opt-in can significantly reduce invalid addresses.

Beyond improving deliverability, double opt-in ensures compliance with anti-spam laws by demonstrating that you’re following permission-based practices. While it may slow list growth slightly, the higher quality of your subscribers makes up for it. A smaller, engaged list consistently outperforms a larger, less active one in terms of deliverability and ROI.

To make double opt-in effective, ensure your confirmation email is clear, arrives promptly, and includes a strong call-to-action. Even with this safeguard, regular audits remain necessary to keep your list in top shape.

Audit Your List Regularly

Even with double opt-in and automated bounce handling, manual audits are essential to maintain list health. Over time, valid addresses can become inactive, engagement patterns can shift, and new issues can arise.

Aim to audit your list at least quarterly - monthly if you’re running frequent campaigns. A thorough audit should include:

• Running your list through an email validation tool to catch invalid addresses and potential spam traps.
• Segmenting by engagement levels to identify subscribers who haven’t interacted in 6–12 months. Decide whether to send them a re-engagement campaign or remove them.
• Removing duplicate addresses.
• Verifying that all subscribers gave explicit consent and were acquired legitimately.
• Eliminating hard bounces, inactive contacts, and addresses that soft bounce repeatedly (typically 3–5 times).

Monitor key metrics like bounce rates (keep them below 2–3%), complaint rates (under 0.1%), open rates (aim for 15–25%), and click rates (above 2–5%). If these numbers fall short, conduct an immediate audit to address the problem.

Documenting your list hygiene practices can also help demonstrate compliance with ISP requirements. This documentation is invaluable if you ever need to appeal a blacklist or prove your adherence to best practices.

Tools like Warmforge can simplify ongoing list monitoring by providing automated health checks. These checks flag issues before they escalate, complementing your regular audits and helping you maintain a strong sender reputation.

Striking the right balance between list growth and quality is vital for long-term success. While it may be tempting to prioritize rapid growth through purchased lists or aggressive tactics, this approach often backfires. Quality subscribers who actively engage with your content are far more valuable than a large number of inactive or invalid addresses. Mailbox providers reward senders who maintain clean, permission-based lists with better inbox placement.

Step 3: Optimize Your Sending Practices

Once you've nailed down authentication and list hygiene, it's time to focus on your sending practices. These play a critical role in maintaining a solid sender reputation. If your approach is careless, your emails might end up flagged as spam. How you scale your email volume, stick to a schedule, and manage your email infrastructure can make or break your inbox placement.

Mailbox providers like Gmail, Outlook, and Yahoo look for patterns that indicate trustworthy senders. Gradual growth, consistent timing, and a well-organized setup signal reliability and improve your chances of landing in the inbox. On the flip side, erratic sending behavior can raise red flags, damaging your reputation before you even get started. Let’s dive into some key strategies to fine-tune your sending habits.

Warm Up New Domains or Mailboxes

Launching a new domain or mailbox? Sending large volumes right away is a quick way to harm your sender reputation. Internet Service Providers (ISPs) evaluate trustworthiness based on your sending history and patterns. A sudden flood of emails from a new address will likely trigger their suspicion.

The answer? A gradual warm-up process. Start small - send 50 to 100 emails a day - and slowly increase volume over one to four weeks. Begin with your most engaged recipients. High engagement early on signals to ISPs that your emails are welcome, helping to establish trust.

If manual warm-up sounds too tedious, tools like Warmforge can save you time. Warmforge uses AI to create unique emails that interact with a network of accounts, mimicking legitimate activity. It also removes emails that land in spam, improving your deliverability metrics.

Even after the initial warm-up phase, keep the process running. An "always-on" warm-up ensures consistent deliverability and protects your reputation. Turning it off and on sporadically can create inconsistency, which ISPs may interpret as a red flag.

Send Emails Consistently

Consistency is key when it comes to email sending. ISPs expect predictable patterns, and irregular activity - like sending a huge batch one day and then going silent for weeks - can undermine your legitimacy. Instead, stick to a regular schedule to build trust.

Avoid sudden spikes in volume, even if your overall sending is steady. Gradual increases are less likely to trigger spam filters. Timing also matters - sending emails when your audience is most active can boost engagement rates. Higher open and click-through rates show ISPs that your emails are welcomed, further strengthening your reputation.

It’s also wise to monitor individual mailboxes. Spreading your sends across multiple mailboxes can help maintain healthy patterns and reduce the risk of any single address being flagged. Additionally, segmenting your emails by domain can add another layer of protection for your reputation.

Separate Email Types by Domain

Separating your transactional and marketing emails by domain is a smart way to manage risk. Transactional emails typically have high engagement and low complaint rates, while marketing emails can be more unpredictable. If both types share the same domain, poor performance on marketing campaigns could hurt your entire domain's reputation, including critical transactional messages.

To avoid this, use your primary domain (e.g., example.com) for transactional emails and a subdomain (e.g., marketing.example.com) for promotional ones. This separation allows each domain to build its own reputation independently.

It also simplifies authentication. Each domain can have its own SPF, DKIM, and DMARC records tailored to its specific needs, which enhances DMARC functionality and improves inbox placement. Plus, managing third-party services becomes easier when they're tied to separate domains.

Keep an eye on key metrics for each domain. Aim for bounce rates under 2–3%, complaint rates below 0.1%, open rates between 15–25%, and click rates above 2–5%. Regularly tracking these numbers allows you to fine-tune your campaigns without affecting other essential communications.

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Step 4: Create Engaging and Deliverable Content

Once you've nailed down authentication and list hygiene, the next step is creating content that grabs attention and delivers value. Even the best sending practices won't matter if your emails fail to connect with your audience. Internet Service Providers (ISPs) closely monitor how recipients interact with your emails. High engagement signals that your messages are welcome, while low engagement - or worse, spam complaints - can push your emails straight to the junk folder.

The key here is simple: engaging content isn't just good for marketing - it's a must for making sure your emails actually land in inboxes. When recipients open your emails, click on links, or reply, you're building a positive sender reputation. On the flip side, emails that are ignored, deleted, or marked as spam can seriously hurt your credibility. Pairing compelling content with technical best practices is the best way to avoid spam filters.

Personalize Subject Lines and Content

Generic emails? They just don't cut it. Personalization can boost open rates by an average of 26%, which directly improves your sender reputation. But personalization is more than just slapping a recipient's first name in the subject line.

Take it a step further by tailoring your content to match recipient behavior. For example, if someone clicked on a specific product, follow up with an email that highlights similar items or offers more details. This kind of targeted content not only increases open and click-through rates but also strengthens your sender reputation.

Personalized emails also reduce the likelihood of spam complaints. When recipients see content that's relevant and valuable to them, they're far less likely to hit that spam button. By focusing on what your audience cares about, you're encouraging the kind of engagement ISPs look for when deciding whether to deliver your emails to the inbox.

Use personalization tokens to weave in details like names, company info, or past interactions. For instance, if someone downloaded a resource from your site, mention it in your email. Or, if they attended a webinar, reference the topic. This level of detail shows you're paying attention and not just sending the same generic message to everyone.

Another way to boost deliverability is by varying your email copy. Instead of sending identical messages to all recipients, use tools like Spintax to create different versions of your content. This helps avoid spam filters that flag repetitive, mass-produced emails.

However, always balance personalization with privacy compliance. Under CAN-SPAM regulations, you must include a clear unsubscribe link in every email and honor opt-out requests promptly. If you're emailing recipients in the European Union, GDPR requires explicit consent before using their data for personalization. Be upfront about how you're using their information and only personalize based on actions they've willingly taken or data they've shared.

Design for Mobile Devices

Did you know that over 50% of email opens happen on mobile devices across most industries? If your emails don't display well on phones, you risk losing engagement - and that can harm your deliverability. Emails that are hard to read or navigate on mobile are more likely to be deleted, signaling to ISPs that your content isn't worth keeping.

To avoid this, design your emails with a mobile-first mindset. Use single-column layouts that adapt easily to smaller screens. Make sure buttons are large enough to tap - at least 44x44 pixels - and keep font sizes readable, with a minimum of 14 pixels for body text. Short paragraphs and generous white space make your emails easy to scan on mobile devices.

Before hitting send, test your emails across different devices and email clients. Gmail, Outlook, Apple Mail, and others all handle HTML and CSS differently, so what looks great in one client might look broken in another. Testing ensures your emails work everywhere, reducing the risk of rendering issues that could trigger spam filters.

Mobile-optimized emails also load faster, which is crucial for users on cellular connections. Slow-loading emails frustrate recipients and increase the chances they'll abandon your message without engaging. Keep file sizes manageable by compressing images and avoiding unnecessary code.

Test Links, Images, and Alt Text

Broken links and missing images can ruin your credibility and even trigger spam filters. Before launching any campaign, double-check every link to make sure it works and leads to the correct page. A single broken link can hurt your reputation and flag your email as suspicious.

Be mindful of how many links you include. Too many can make your email look spammy, as phishing attempts often overload emails with links. Stick to two to four relevant links per email, focusing on quality over quantity. Avoid placing links in your email signature, as this can also raise red flags.

When it comes to visuals, prioritize text over images to maintain a good text-to-image ratio. Emails that rely too heavily on images can get flagged by spam filters. Use images sparingly and only to enhance your message, not dominate it.

Don't forget to add descriptive alt text to every image. Alt text serves two purposes: it makes your emails accessible to recipients using screen readers and provides context for email clients that block images by default. Emails with alt text are 80% more accessible and improve engagement with users relying on assistive technologies.

Alt text should clearly describe the image and fit the email's context. Instead of generic phrases like "image" or "photo", use something specific, like "Analytics dashboard showing key metrics" or "Team brainstorming session in progress." This ensures your message is clear, even if images fail to load.

Finally, run comprehensive tests before sending. Use spam-checking tools to scan for red flags like spam trigger words or suspicious formatting. Verify that your email's authentication headers (SPF, DKIM, DMARC) are properly configured and aligned. Tools like sandbox environments or pre-send validators can simulate how your email will appear to recipients, helping you catch and fix potential issues.

Taking the time to test links, visuals, and technical elements can make a huge difference. A few extra minutes of preparation can save you from damaging your sender reputation with a poorly executed campaign. With your content polished and ready, the next step is to dive into performance testing and monitoring.

Step 5: Test and Monitor Email Performance

After setting up authentication, maintaining a clean email list, and fine-tuning your sending practices, the next step is keeping a close eye on your email performance. Regular testing and monitoring are crucial because Internet Service Providers (ISPs) constantly evaluate your sending behavior. What works today might not work tomorrow. By staying vigilant, you can catch and fix issues early - before they harm your sender reputation.

Run Inbox Placement Tests

Inbox placement tests help you determine exactly where your emails are landing - whether in the inbox, spam folder, or elsewhere. It’s important to note that your email service provider reporting an email as "delivered" doesn’t guarantee it reached the inbox.

To run these tests, send emails to addresses across various providers. The results will show how many emails landed in inboxes versus spam or other folders. This insight can help you identify whether issues stem from authentication problems, content triggers, or your sender reputation.

Warmforge provides placement testing as part of its deliverability tools. It sends test emails to addresses hosted by major providers like Google and Outlook, tracking where they land. According to Warmforge:

Placement Tests work by sending emails from your mailbox to various different email addresses hosted by different ESPs. This way you can see your deliverability rate for specific ESPs like Google or Outlook and spot deliverability issues early on.

Ideally, you should run at least one placement test per mailbox every month. If email deliverability is critical to your business, consider testing more frequently. Warmforge even offers one free placement test per month with all its plans, making it easy to establish a baseline for your email performance.

Additionally, run placement tests whenever you make major changes to your email setup, like switching service providers, setting up a new domain, or updating authentication records. If you notice a sudden drop in open rates, a spike in bounce rates, or an increase in spam complaints, it’s a good idea to test immediately. These are often signs of deliverability issues.

Once you have the test results, analyze which providers are sending your emails to spam and investigate why. Is it related to authentication, the content of your emails, or your reputation with that specific provider? Compare these findings to your previous performance to spot trends and address issues proactively.

Track Engagement Metrics

Engagement metrics reveal how recipients interact with your emails, and ISPs use this data to decide where your future emails should land. High engagement indicates your emails are relevant and welcome, while low engagement - especially combined with complaints - can damage your domain reputation.

Here are the key metrics to monitor:

• Open rates: These show how often recipients open your emails. A low open rate suggests your content isn’t resonating or your subject lines need work. Sudden drops in open rates are particularly concerning and should be investigated right away.
• Click-through rates (CTR): These indicate how many recipients click links in your emails. A low CTR, even with decent open rates, suggests your content or call-to-action may need improvement.
• Bounce rates: High bounce rates, especially hard bounces, harm your sender reputation. Remove hard bounces immediately after each campaign to avoid further damage. High bounce rates often point to issues with your list quality or authentication setup.
• Spam complaint rates: Even a small percentage of complaints can severely impact your reputation. If recipients mark your emails as spam, remove them from your list immediately to prevent further damage.

Track these metrics consistently and compare them to your historical performance and industry benchmarks. Many email service providers offer built-in analytics dashboards to simplify this process. By analyzing these metrics, you can identify whether issues stem from list quality, authentication, content, or other factors. High engagement creates a positive feedback loop: better inbox placement leads to more opens and clicks, which further boosts your reputation.

Run Regular Health Checks

Proactive health checks can help you address potential issues before they hurt your email deliverability. Waiting until problems arise is costly and can damage your campaigns.

Here’s what to include in your health checks:

• Verify authentication records: Make sure your SPF, DKIM, and DMARC records are correctly configured in your DNS settings. Tools like MxToolbox and Google Admin Toolbox can help you confirm these settings. Send test emails to different providers (Gmail, Outlook, Yahoo, etc.) to ensure authentication works across the board.
• Review DMARC reports: Check these reports weekly to detect unauthorized senders using your domain or authentication failures. If you spot issues, update your SPF, DKIM, or DMARC records immediately.
• Monitor blacklist status: Being listed on a spam blacklist can severely impact your deliverability. Regularly check whether your domain or IP addresses appear on any major blacklists. If they do, take immediate steps to get delisted.
• Track domain reputation: Your domain reputation plays a significant role in how ISPs treat your emails. Tools like Google Postmaster Tools allow you to monitor your reputation with Gmail users. You’ll need to add a TXT record to your domain settings to use this tool.

Warmforge’s health checks automate many of these processes, monitoring your DNS and MX records, checking for blacklist inclusion, and alerting you to potential spam risks. This automation ensures you don’t miss critical issues.

Perform health checks at least once a month or whenever you make changes to your email infrastructure. For example, if you switch email service providers, update your DNS records immediately to reflect new authentication requirements. Regularly audit your SPF records, removing outdated entries and using SPF flattening services if you rely on multiple third-party email providers.

Document your health checks and results to track improvements over time. A proactive approach to monitoring and maintenance is far more effective - and cost-efficient - than scrambling to fix issues after they arise.

Conclusion

Getting your emails into the inbox instead of the spam folder takes consistent effort and smart practices. The key lies in protecting and building your sender reputation, which is the primary factor mailbox providers consider when filtering emails. By setting up proper authentication, keeping your email list clean, sending on a regular schedule, creating content that resonates, and keeping a close eye on performance, you show Internet Service Providers (ISPs) that your emails are trustworthy and worth delivering.

The great part? Many of these steps only need to be set up once. For instance, email authentication protocols like SPF, DKIM, and DMARC usually require a one-time configuration per domain. After that, it’s all about maintaining the essentials: removing hard bounces after every campaign, gradually warming up new domains, and keeping tabs on engagement metrics to spot potential issues early. This initial groundwork allows you to shift your focus to ongoing monitoring and optimization.

Automation can make this process much easier. Tools like Warmforge handle repetitive tasks for you. They can warm up mailboxes, check DNS/MX records, monitor blacklists, and run placement tests - all critical for protecting your sender reputation. With these tools running in the background, you can dedicate more time to crafting compelling content while ensuring your technical setup remains solid.

Building a strong sender reputation isn’t just about meeting technical requirements - it’s about earning trust with mailbox providers over time. This trust leads to better deliverability, more engaged recipients, and lower costs for growing your subscriber base. Think of these practices as investments in the long-term success of your email campaigns.

Start with the basics: set up your authentication records, clean your email list, and establish consistent sending habits. Once those are in place, layer on monitoring and testing to catch and address issues before they become major problems. Automation tools like Warmforge can help streamline these tasks, offering features like a free warm-up slot and one free placement test per month.

Ultimately, the difference between emails that land in the inbox and those that end up in spam often comes down to following these core practices. Stick to them, and you’ll see the results in improved engagement and campaign performance. Over time, every email you send will help strengthen your connection with your audience.

FAQs

How do SPF, DKIM, and DMARC work together to improve email deliverability?

SPF, DKIM, and DMARC are key email authentication protocols that work hand-in-hand to verify your emails' legitimacy. Here’s how they function:

• SPF (Sender Policy Framework): Ensures your emails are sent from servers you’ve authorized, acting as a first line of defense.
• DKIM (DomainKeys Identified Mail): Adds a digital signature to your emails, confirming they haven’t been altered during transit.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): Brings SPF and DKIM together, creating a unified policy to guard against spoofing and phishing.

Setting these up not only safeguards your emails but also builds trust with email service providers, making it less likely for your messages to end up in the spam folder. Tools like Warmforge make the process easier by offering step-by-step guidance, helping you protect your sender reputation and improve email deliverability.

What are the best practices for keeping your email list clean and avoiding blacklists?

Maintaining a clean email list is crucial for preserving your sender reputation and ensuring your messages make it to recipients' inboxes. Here are a few practical tips to keep your list in top shape:

• Remove inactive or invalid email addresses regularly to avoid high bounce rates that can harm your reputation.
• Use double opt-in for new subscribers to confirm they genuinely want to receive your emails, reducing the risk of spam complaints.
• Track engagement metrics, such as open and click rates, and consider segmenting or removing users who show no interest over time.
• Steer clear of purchasing email lists, as these often include outdated or unverified addresses, increasing the likelihood of being flagged or blacklisted.

For additional support, tools like Warmforge can be a game-changer. They help you monitor your sender reputation, run placement tests, and maintain strong email deliverability. Taking these steps builds trust with email providers and boosts the chances of your emails landing where they belong - in the inbox.

What is the best way to warm up a new domain for better email deliverability?

Warming up a new domain is a crucial step to gain trust with email service providers (ESPs) and ensure your emails land where they should - your recipients' inboxes. An effective way to handle this is by using an automated tool like Warmforge. This tool mimics natural email behavior, helping your domain gradually build credibility.

The process starts with sending just a few emails per day and then steadily increasing the volume over at least two weeks. During this time, it’s important to have your domain properly authenticated with protocols like SPF, DKIM, and DMARC. Even after you’ve begun your email outreach, keeping the warm-up process running can help maintain a solid sender reputation.

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