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How to Improve Email Deliverability ?

Emailing is an Art

Sending mail is art nowadays. Email hygiene is essential if you want to avoid spamming. Technical factors for the domain and IP address need to be set, and one should ensure the content of the email address matches specific standards to avoid spam filters. 

Below is the guide that improves the email deliverability

Seven tips to improve email deliverability

  1. SPF Record Setup
  2. PTR Record Setup
  3. Domain Keys Identified Mail
  4. Warm Up Sending IPs
  5. Reputation
  6. Email Validation
  7. Spam Traps

SPF Record Setup 

SPF stands for Sender Policy Framework. It is a type of TXT record in your DNS zone file. SPF records make it easy to identify which mail servers are authenticated to send an email for a particular domain and which are not.

SPF records use the DNS TXT record to point out all allowed hostnames and IP addresses authorized to send an email on behalf of a domain. SPF enables mail servers to check if a sender is spoofing Email from your domain, which is happening a lot nowadays.

PTR Record Setup

PTR is a pointer record that helps resolve an IP address to a fully qualified domain name, opposite to what a record does. PTR record is also known as Reverse DNS records. It is used to check that the server name is associated with the same IP address from where the connection was initiated.

It ensures that the IP address and domain have matching forward and reverse DNS records as it is a significant boost to your sender score. Mail services use a PTR record as a spam filter.

Domain Keys Identified Mail 

It is defined as an email authentication method designed to detect forged sender addresses in emails, a technique often used in phishing and email spam. It further helps the receiver check that an email claimed to have come from a specific domain was authorized by the owner of that domain.

Warm Up Sending IPs 

It is said that warming up sending IP addresses can favorably impact your email deliverability. One can start by sending 50 emails per day per IP address and then double the number every 3 to 5 days.

It is suggested that message those subscribers only who have been active on your list recently, such as clicking or opening previous statements.


Now day’s reputation is essential for each brand, and so is the same for the platforms used for marketing your products and services. If we talk about emails, it should be written so that it doesn’t look like spam. To avoid this unwanted spamming, you should take care of the IP address.

Because Email received from an IP address associated with spamming or unwanted email marketing is a red flag for all mail service providers. It is recommended to monitor your IP address frequently to maintain a reputation before mail drops.

If your IP address is listed with any public blacklists online, that allows your IP to be removed within 24 hours. Multi RBL can be used for checking if your server’s IP address is blacklisted. 

Email Validation 

Email validation helps in verifying if an email address is deliverable and valid. To keep the low bounce rate and healthy reputation with the email service providers, you should keep only valid email addresses in your lists.

Removing invalid and deactivated email accounts from the list can improve your chances of reaching the inbox throughout an entire email marketing campaign. 

Spam Traps

These are mail addresses that are the same as your real email addresses, but these are used to identify spammers. Due to these spam traps theirs comes the problem in email deliverability.

You can avoid this by removing invalid emails regularly and re-conforming the inactive subscribers that help you to remove them from your list.


Email marketing is great tool and still relevant because almost everyone has one email id.  But the way email marketing has been done over long time got changed, now it is done in  with more customization and relevancy.