Email and WhatsApp Automations Every Business Should Set Up First
Automated messages work around the clock, reaching customers at the moment they are most likely to act. Start with these proven flows.
3 min read · Evergreen guideEmail Deliverability Basics: Staying Out of the Spam Folder
A great email is worthless if it lands in spam. Deliverability depends on authentication, list quality and sending habits. Here’s how to get each one right.
Key takeaways
- Authenticate your sending domain with SPF, DKIM and DMARC.
- Send only to people who opted in, and remove inactive and invalid addresses regularly.
- Engagement drives inbox placement: relevant content to interested people.
- Warm up new domains gradually and keep sending volumes consistent.
How inbox providers decide
Mailbox providers want to show people email they value. They look at who you are (authentication and reputation), who you send to (list quality) and how recipients react (opens, clicks, replies, deletions and spam complaints). Good deliverability comes from getting all three right.
1. Authenticate your domain
Set up three DNS records for the domain you send from:
- SPF lists the servers allowed to send email for your domain.
- DKIM adds a digital signature proving the message wasn’t altered and came from you.
- DMARC tells providers what to do with mail that fails these checks, and sends you reports.
Send from your own domain, such as [email protected], rather than a free email address. Large senders are increasingly required to have this authentication in place.
2. Build a clean, permission-based list
- Use clear sign-up forms that say what subscribers will receive.
- Consider double opt-in, where subscribers confirm by email, for higher-quality lists.
- Remove hard bounces immediately.
- Re-engage or remove subscribers who haven’t opened or clicked in a long time.
3. Earn engagement
- Send content your audience asked for, at a predictable rhythm.
- Segment your list so people receive relevant messages.
- Write honest subject lines that match the content.
- Encourage replies. Conversations are a positive signal.
4. Make leaving easy
A visible unsubscribe link is required, and it also protects you. People who can’t find it press “report spam” instead, and complaints hurt your reputation far more than unsubscribes.
5. Send consistently
Sudden spikes in volume look suspicious. If you have a new domain or haven’t sent in a while, warm up by starting with your most engaged subscribers and increasing volume gradually over a few weeks.
6. Watch content and formatting
- Balance images with real text, and include alt text.
- Avoid link shorteners and too many links.
- Use a recognisable sender name.
- Keep the email lightweight and test it on mobile.
- Include your physical business address.
Monitor the signals
Track bounce rates, spam complaints, unsubscribes and engagement after every send. Rising bounces or complaints are early warnings. Review DMARC reports to spot anyone misusing your domain.
Deliverability setup comes with every Email & WhatsApp Marketing package, and authentication is part of our Cloud Services email setup.
Frequently asked questions
Why do my emails go to the Promotions tab?
Tabs are based on content type, not quality. Promotional emails landing there is normal. Encouraging subscribers to interact and reply can help, but focus first on staying out of spam.
How often should I clean my list?
Remove bounces after every send, and review inactive subscribers every few months with a re-engagement campaign before removing them.
