Deliverability checklist: reach the inbox

Inbox placement depends on who you send to, what you send and how people react.

Before you send

• Authenticate: DKIM verified, DMARC published. See Verify your sending domain.
• Send only to people who asked for your mail. Never buy, rent or scrape lists.
• Warm up new domains: start with your most engaged contacts and grow volume over 2–4 weeks.

Content

• A clear From name people recognise, and a subject that matches the content.
• Always include a plain-text version and a working unsubscribe link (campaigns add one automatically).
• Avoid ALL CAPS, many exclamation marks, link shorteners and image-only emails.
• Use the AI spam check on templates to catch risky wording before you send.

Keep your list clean

• Hard bounces, complaints and unsubscribes are suppressed automatically. Do not re-import them.
• Remove contacts who have not opened anything in 6–12 months.

Know the thresholds

• Keep bounces under 2% (we pause sending above 5%).
• Keep spam complaints under 0.1% (we pause above 0.1% over 7 days). Gmail and Yahoo reject senders above 0.3%.