Email Deliverability

Whether an email reaches the inbox is ultimately decided by the recipient’s email provider (e.g. Gmail, Outlook, iCloud, etc.), each of which puts many measures in place to screen for both spam content and untrustworthy sending behavior, such as sending to recipients who never opted in. Like other mainstream email senders, we follow a set of well-established practices to give your messages the best possible odds. Your email also benefits from the reputation our sending infrastructure has built up over time, and we work hard to keep that reputation strong — both by protecting you from bad senders, and by helping you avoid becoming one. Here’s a summary of some of the things we do to help maximize the chances your emails get to the inbox and preserve your reputation.

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Sender Domains

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Using Your Own Domain

For the highest deliverability, we encourage businesses to connect their own domains. An existing, established domain helps reassure recipients (and their email providers) that the email is authentically coming from the business. If you choose to connect your own domain, you must select a subdomain for marketing (e.g. send.mybusiness.com, not mybusiness.com). This is to minimize the risk that any transactional emails sent from the root domain get flagged as marketing or spam by providers.

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Using Our Domain

For those who choose to use our provided domain, we still provide each business its own dedicated subdomain — this limits how much other senders can affect your reputation. We set up DKIM and Return-Path records at the subdomain level (see more below), so your authentication and sending history are scoped to your own subdomain rather than pooled with everyone else’s.

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Authentication + Alignment

Every message is signed with DKIM, a mechanism that helps verify that the email came from the business. Messages are also sent with a Return-Path on the sending domain so that SPF authenticates that domain rather than the underlying email infrastructure’s. A DMARC policy sits on top, tying both of those checks to the visible From address recipients actually see, and giving receiving providers (e.g. Gmail, Outlook, iCloud, etc.) a published policy to consult — along with reporting back to us on anything sent in your domain’s name. This strictness about how every message is authenticated adds credibility to each legitimate email you send.

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Intelligent Sending + Reputation Monitoring

Large broadcasts are never sent all at once. We release batches of messages and adapt the spacing and batch sizes to how the list is actually performing — never letting the broadcast proceed to further worsen your reputation if there is an unexpected surge of bounces. If you’re sending from our provided domain, this same mechanism protects you from other senders’ mistakes — a bad campaign gets caught before it affects everyone else on the domain. If a campaign is ever paused, our team will work with you to get it back on track. Hard bounces, spam complaints, and unsubscribes are handled automatically — we manage the required List-Unsubscribe headers on your behalf, and stop sending to addresses that are undeliverable or have complained on all future sends.

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In-App Guidance for Best Practices

Most deliverability damage is self-inflicted — mailing a purchased list, blasting an entire list at once, or writing to recipients who haven’t heard from you in three months or longer. The resulting bounces and spam complaints teach providers to distrust your domain, and reputation is slow to build but quick to lose. Inside the application, you’ll notice hints and reminders that push you towards best practices for sending, so you or others on your team can avoid those mistakes. These are prompts rather than restrictions — they surface the tradeoffs at the moment they matter, so you can make an informed decision with the right tools. Beyond those prompts, we encourage you to:

• Only send to people who opted in. Never mail a purchased, rented, or inherited list — those recipients never agreed to hear from you, and the complaints that follow are the fastest way to damage your reputation. Permission can also go stale, so if someone hasn’t heard from you in three months or more, it’s worth treating that as re-engagement rather than a routine send. There are reasonable exceptions — someone who signed up for updates about an annual event still expects to hear from you when it comes around.
• Warm up gradually. A newly connected domain has no sending history — even if you’ve been active on another platform before. Starting with the most engaged contacts and building volume over several weeks produces better long-term placement than starting at full volume. Segments make it straightforward to send to engaged contacts first.
• Send relevant mail. Engagement — opens, clicks, and the absence of complaints — is the strongest input to reputation. Segmentation and audience filters exist to target the people most likely to want a given message.
• Send consistently. Providers build a sender profile over time, and a steady moderate cadence establishes reputation more reliably than long silences broken by large sends. Automations and scheduled campaigns keep that cadence without manual effort.