Use a separate sending domain
Don't risk your main company domain. Many senders use a similar domain (for example getbrand.com alongside brand.com) for cold outreach, so any reputation problem stays away from your everyday email.
Authenticate: SPF, DKIM and DMARC
These DNS records prove you are allowed to send from your domain:
- SPF lists the servers allowed to send for you.
- DKIM signs your emails so they can't be altered.
- DMARC tells inbox providers what to do if checks fail.
Major inbox providers expect them, and bulk-sender rules require them. See SPF, DKIM and DMARC explained.
Warm up new inboxes
New inboxes have no reputation. Start with a small number of emails a day and increase slowly over a few weeks. Most sending tools include warm-up.
Keep volume modest per inbox
Spread sends across several inboxes rather than pushing hundreds from one. Spread them through the day.
Clean your list
Bounces hurt reputation fast. Remove invalid and risky addresses, deduplicate, and drop leads you can't help. See cleaning a lead list.
Write like a person
- plain text or very light formatting
- few links (one is plenty), no attachments in the first email
- no image-only emails
- avoid aggressive spammy wording
Make opting out easy
A simple "reply 'no' and I won't email again" line reduces spam complaints, which matter far more than unsubscribes.
Watch your numbers
- Bounce rate: keep it low; investigate anything rising.
- Spam complaints: keep them very low.
- Replies: the best signal of all.
If numbers slip, pause, check your list and content, and slow down.