Email Deliverability 101

Overview

Email deliverability is the foundation of a successful email marketing strategy. It determines whether your emails land in recipients’ inboxes or get flagged as spam. Strong deliverability ensures reliable communication with your audience, protects your sender reputation, and maximizes the impact of your marketing campaigns. This guide covers the fundamentals, best practices, and step-by-step actions you can take to improve your deliverability inside PXME.

How to Improve Your Email Deliverability

Step 1: Set Up SPF, DKIM, and DMARC Records

Domain authentication builds trust with email providers and prevents spoofing.

• SPF (Sender Policy Framework): Identifies which servers can send emails on behalf of your domain.

• DKIM (DomainKeys Identified Mail): Adds a digital signature verifying email authenticity.

• DMARC (Domain-based Message Authentication, Reporting & Conformance): Defines how providers handle messages that fail SPF/DKIM checks.

How to configure:

1. Log in to your email provider (Mailgun, SendGrid, Google Workspace, etc.).

2. Locate authentication settings.

3. Copy the provided DNS TXT records.

4. Add them to your domain host (GoDaddy, Cloudflare, Namecheap, etc.).

Tip: Bulk senders should always set up all three records for maximum compliance.

Step 2: Verify Your Domain

• Use tools like Google Postmaster Tools or Microsoft verification.

• In PXME, go to Settings > Email Services > Dedicated Domain.

• Confirm DNS records are configured correctly.

Step 3: Implement One-Click Unsubscribe

• Every email must include a clear, one-click unsubscribe link.

• This protects your sender reputation, reduces spam complaints, and ensures compliance.

Step 4: Maintain an Engaged Email List

• Regularly remove inactive or unengaged subscribers.

• Deliver content that is relevant, valuable, and consistent.

• A clean list boosts engagement and inbox placement.

Step 5: Monitor Your Email Performance

• Track sending reputation and deliverability metrics:

  • Use Google Postmaster Tools for reputation, spam rates, and feedback.

  • Monitor engagement metrics inside PXME.

• Adjust sending frequency and content based on performance.

Key Factors Influencing Deliverability

• Safety: No harmful or misleading content.

• Relevance: Match subscriber expectations.

• Consistency: Avoid sudden spikes in sending volume.

• Volume: Grow lists organically—never purchase lists.

• Frequency: Send regularly (at least monthly) without overwhelming subscribers.

• Content:

  • Avoid spam triggers (e.g., “ACT NOW!!!”).

  • Don’t use link shorteners—stick to branded URLs.

  • Balance text and images.

  • Encourage authentic engagement (clicks, replies).

Pro Tips

• Use a dedicated subdomain for marketing emails to protect your main domain.

• Test emails with a spam checker tool before sending.

• Stay compliant with CAN-SPAM, GDPR, and provider policies.

FAQs

Q1: What are SPF, DKIM, and DMARC, and why are they important?
They are authentication protocols that verify your emails are legitimate. They prevent spoofing and reduce the chance of being flagged as spam.

Q2: How do I verify my domain?
Follow your provider’s instructions (e.g., Google Postmaster, Microsoft) and add DNS verification records to your domain host.

Q3: Why is a one-click unsubscribe important?
It reduces spam complaints, maintains compliance, and protects your sender reputation.

Q4: How often should I clean my email list?
Every 3–6 months. Remove inactive or bounced contacts.

Q5: What if my emails still go to spam?
Double-check SPF/DKIM/DMARC setup, review your content for spam triggers, and monitor your domain reputation with tools like Google Postmaster.