This guide answers common questions about email deliverability, including inbox placement, engagement, authentication, and common issues that may impact performance.
Inbox Placement
Can I see whether my email landed in the inbox or spam?
No—once an email is delivered, the final placement (inbox, promotions tab, or spam) is determined by the recipient’s inbox provider.
Platforms can confirm delivery, but not exact placement. Inbox providers use their own algorithms to filter emails based on reputation, engagement, and content.
Do external links affect deliverability?
Yes, they can.
Links pointing to third-party websites may impact deliverability if:
The domain has a poor reputation
The link appears suspicious or irrelevant
Always use trusted and relevant links in your emails.
Internal Email Issues
Why are emails to my internal team getting blocked?
This usually happens due to domain misalignment, especially when using a shared sending domain.
Inbox providers may interpret this as a spoofing attempt.
To fix this, use a branded sending domain.
Sender Reputation & Engagement
Why are my open rates low?
Low open rates are usually caused by:
Sending to unengaged contacts
Poor subject lines
Low sender reputation
A good first step is removing inactive users and focusing on engaged audiences.
Learn more: What is Sender Reputation and Why It Matters
Why did open rates drop for a specific domain?
If performance drops for a specific provider (like Gmail or Yahoo):
Segment those users
Focus on engaged recipients
Reduce sends to inactive contacts
Bounces & Deliverability Issues
Why did my campaign suddenly have a high bounce rate?
Common reasons include:
Sudden increase in sending volume
Poor list quality
Increased spam complaints
Inbox providers may block emails if they detect unusual activity.
Do bounces affect deliverability?
Yes.
Hard bounces (invalid emails) harm your reputation
Soft bounces (temporary issues) have less impact
Maintaining a clean list is essential for good deliverability.
Email Authentication
What are SPF, DKIM, and DMARC?
These are authentication protocols used to verify your identity as a sender:
SPF → Confirms authorized sending sources
DKIM → Adds a secure signature to emails
DMARC → Defines how failed emails are handled
Learn more: Understanding Email Authentication
What does domain misalignment mean?
Misalignment occurs when your sending domain and sender email address don’t match.
This can cause:
Authentication failures
Spam placement
Using a branded sending domain helps resolve this.
Gmail-Specific Issues
Why does Gmail show a “suspicious link” warning?
This can happen when:
Your sender reputation is still improving
Authentication is missing or weak
Links appear suspicious
Gmail may not mark the email as spam, but it will still show a warning.
Why does Gmail show “Be careful with this message”?
This usually happens when:
Authentication fails (especially DMARC)
There is domain misalignment
Emails are sent via shared domains to internal users
Setting up a branded sending domain can help prevent this
Unsubscribe Behavior
Why isn’t the unsubscribe button showing in Gmail?
Even if the unsubscribe option is correctly implemented, Gmail decides whether to display it.
It may not appear if:
Your sender reputation is low
Your domain is new
Engagement is weak
Improving sender reputation typically resolves this over time.
Dedicated IPs & Domains
Do I need a dedicated IP?
Not always.
Dedicated IPs are best for:
High-volume senders
Consistent sending patterns
Learn more: Dedicated vs. Shared IPs: What’s the Difference?
Do I need to warm up my domain?
Yes. New domains need a warm-up period to build trust with inbox providers. This involves gradually increasing sending volume and focusing on engaged users.
Compliance & Best Practices
Can I collect consent for multiple brands?
Yes, but only if:
Consent is clearly stated
Users know which brands they are subscribing to
Transparency is key to maintaining compliance and trust.
Key Metrics to Monitor
To maintain good deliverability, track:
Open rates
Click rates
Bounce rates
Spam complaints
Unsubscribe rates
These metrics directly impact your sender reputation and inbox placement.
Key Takeaway
Email deliverability depends on multiple factors—including sender reputation, authentication, engagement, and sending practices. Monitoring these areas and following best practices will help ensure your emails consistently reach your audience.