Why deliverability still matters
Email deliverability remains the single most important factor for email programs. In 2025, inbox providers tighten rules, so follow these practical steps:
- Authenticate your domains — set up SPF, DKIM, and DMARC correctly and monitor them.
- Warm up gradually — increase volume slowly and monitor engagement metrics.
- Segment by engagement — send to your most active users first and prune inactive lists.
- Respect unsubscribe requests — keep suppression lists accurate.
- Monitor reputation signals — use feedback loops, complaint rates and delivery logs.
- Use dedicated IPs for large senders — but only when you can sustain consistent volume.
- Keep content relevant — personalization and concise copy reduce complaints.
- Test before full send — seed lists and run inbox placement checks.
- Automate DNS checks — catch missing records early with monitoring.
- Measure and iterate — make deliverability a KPI for product and ops teams.
Implementing these steps will make your sending more predictable and reduce the risk of being routed to spam folders.
