Definitive Guide Proper Email Setup for Maximum Deliverability

Email deliverability is affected by multiple factors, from the technical configuration of your email domain to reputation management. This guide covers everything you need to know, including essential protocols, authentication, security configurations, reputation management, and best practices for improving deliverability. By following this guide, you can optimize your email setup and improve the chances of reaching the inbox every time.

• MX Records: Mail Exchanger Records: MX (Mail Exchanger) records specify the email servers responsible for receiving email on behalf of your domain. Proper MX configuration is essential for ensuring your emails are directed correctly.
  • Steps to Configure:
    • Log in to your domain registrar or DNS provider.
    • Add or update MX records to point to your email provider's mail servers. The priority should reflect the server preference if there are multiple records.
    • Ensure that these records match the ones provided by your email service provider (ESP) or hosting provider.
  • Verification: Use online tools like MXToolbox to verify that your MX records are configured correctly.
• SPF: Sender Policy Framework: SPF records prevent spoofing by specifying which mail servers are allowed to send emails on behalf of your domain.
  • Steps to Set Up SPF:
    • Add a TXT record to your DNS.
    • Format: "v=spf1 ip4: include: -all"
      • "ip4:" – Add any IP addresses or ranges that are allowed to send emails.
      • "include:" – Include authorized domains like Google or Microsoft if you use their services.
      • "-all" – This means only the listed IPs are allowed to send emails for this domain.
    • An example SPF record: "v=spf1 ip4:192.168.1.1 include:spf.protection.outlook.com -all"
  • Verification: Use MXToolbox SPF Check or Google's Postmaster Tools to verify SPF record accuracy.
• DKIM: DomainKeys Identified Mail: DKIM adds a digital signature to your emails, verifying that the content hasn't been altered in transit and authenticating the sender's domain.
  • Steps to Set Up DKIM:
    • Generate a DKIM public and private key pair through your email provider.
    • Add a DKIM TXT record to your DNS with the key.
    • Format: "v=DKIM1; k=rsa; p=", where "" is the generated key.
  • Verification: Use DKIM Core Tools to validate your DKIM signature.
• DMARC: Domain-based Message Authentication, Reporting, and Conformance: DMARC builds on SPF and DKIM to provide email authentication, policy enforcement, and reporting. It helps prevent phishing attacks by specifying actions for unauthorized emails.
  • Steps to Configure DMARC:
    • Create a DMARC TXT record in your DNS.
    • Format: "v=DMARC1; p=quarantine; rua=mailto:dmarc-reports@yourdomain.com; ruf=mailto:dmarc-failures@yourdomain.com; pct=100"
      • "p=quarantine" or "p=reject" specifies whether to quarantine or reject unauthorized emails.
      • "rua" and "ruf" are email addresses for aggregate and failure reports, respectively.
      • "pct=100" means the policy applies to 100% of your emails.
  • Verification: Use DMARC report tools like DMARCian to monitor compliance and effectiveness.
• BIMI: Brand Indicators for Message Identification: BIMI is a new standard that allows you to display your brand's logo next to your email in the inbox. It reinforces brand identity and boosts credibility.
  • Steps to Configure BIMI:
    • Create a BIMI-compliant SVG file of your logo.
    • Verify that DMARC is set to "p=reject".
    • Add a TXT record to your DNS with the following format: "default._bimi..com" with the value "v=BIMI1; l=;".
  • Verification: BIMI is still being adopted by email clients, but BIMI Group's Website has more information and resources.
    • Another BIMI testing tool is Valimail.
• TLS/SSL: Transport Layer Security / Secure Sockets Layer: TLS/SSL encrypts emails in transit, protecting sensitive information from interception.
  • Steps to Enable TLS/SSL:
    • Work with your email provider to ensure TLS/SSL is enabled on all outgoing emails.
    • Ensure your SMTP server supports TLS/SSL.
  • Verification: Use services like CheckTLS to test if emails from your domain are encrypted in transit.
• ARC: Authenticated Received Chain: ARC helps preserve the authentication results across multiple hops in the email path, helping legitimate emails avoid being marked as spam.
  • Steps to Implement ARC: ARC is typically managed by your email service provider. Check with them to see if they support ARC and enable it on your domain.
  • Verification: Use Google Postmaster Tools to monitor ARC results.
• Shared vs. Dedicated IP Addresses
  • Shared IPs: If you use a shared IP, your sending reputation can be affected by other senders using the same IP.
  • Dedicated IPs: A dedicated IP provides control over your sending reputation but may require warming up to establish credibility with ISPs.
  • Recommendation: For higher volume senders, consider a dedicated IP. Work with your email provider to discuss the best option for your needs.
• Marking Bulk Emails and Adding One-Click Unsubscribe
  • Marking Bulk Emails: Add the "Precedence: bulk" header to indicate to email clients that the email is part of a bulk send.
  • One-Click Unsubscribe: Simplify unsubscribe links by adding a one-click option to comply with CAN-SPAM and improve user experience.
• Setting Up Standard Email Addresses: abuse@, postmaster@, hostmaster@: Setting up standard email addresses like "abuse@yourdomain.com", "postmaster@yourdomain.com", and "hostmaster@yourdomain.com" signals legitimacy to ISPs.
  • Steps:
    • Set up these addresses and ensure they are actively monitored. Many email providers and ISPs look for these as a sign of a legitimate domain.
• Google Postmaster Tools: Google Postmaster Tools provide insights into how Gmail recipients interact with your emails.
  • How to Set Up:
    • Go to Google Postmaster Tools, verify your domain, and view data on email performance, spam rates, and reputation.
• Unsubscribe Hard Bounces: Remove hard-bounced email addresses from your lists to improve deliverability and maintain a good sender reputation.
  • How to Unsubscribe Hard Bounces:
    • Set up automatic suppression of hard-bounced addresses or use your email marketing platform's bounce management features.
• Regular Monitoring of Email Blacklists: Being listed on a blacklist can severely impact deliverability. Regularly check if your domain or IP is blacklisted.
  • How to Check:
    • Use tools like MXToolbox Blacklist Check or Spamhaus to check your status.
    • If you're blacklisted, follow the removal process on the specific blacklist provider's website.
• Using Tools to Verify Email Setup: Ensure your email setup is correct by using various verification tools:
  • MXToolbox: for checking MX, SPF, DKIM, and DMARC.
  • CheckTLS: for TLS verification.
  • DMARCian: for DMARC and BIMI insights.
• Test your spam score to see if you'll hit the Inbox, Promotions, Spam, or Junk Mail folders
  • MailTester: for overall deliverability and spam score.
  • MailGenius: another great tool for testing your email spam score

Final Thoughts on Email Deliverability

Setting up email correctly and maintaining a good sender reputation requires a comprehensive approach. By implementing these best practices and monitoring your email health, you can significantly improve your chances of reaching your recipients' inboxes every time. While it may take time and effort to set everything up properly, the payoff in terms of improved deliverability and customer trust is well worth it.

For a seamless and efficient email setup, consider working with experts who specialize in email configuration and deliverability. Proper email setup not only enhances your communication but also strengthens your brand's credibility and trust with your audience.

Further Reading

Read the blog article Help Me Avoid The Spam Folder to avoid the most common spam words in your emails.