Domain records
- SPF: list the servers you send from, in a single SPF record
- DKIM: switch on signing with your email provider
- DMARC: start at p=none, read the reports, then tighten the policy
Volume and warm-up
Sending hundreds of emails in one go from a new or long-unused mailbox is the quickest way into the spam folder. Build daily volume up gradually, leave random gaps between emails and send during the recipient's working hours.
Content
- No attachments and few links in a first email
- Plain text rather than templates heavy on images and HTML
- No hard-sell language and no words in capitals
List hygiene
Take bounced addresses off your list for good, and never email anyone again once they've opted out. High bounce and complaint rates damage your domain's reputation quickly.