The best campaign is worthless if it lands in spam. Deliverability is not an art but a checklist — here it is, in plain language.
The three DNS records
SPF says which servers may send on behalf of your domain. DKIM puts a cryptographic signature under every e-mail. DMARC tells receivers what to do when either fails — and sends you reports. Setting up all three is an hour of work and not optional: major providers now refuse mail without them.
Building reputation
A fresh domain that immediately sends a thousand e-mails looks like a spammer. Warm up: start with dozens per day to your most engaged addresses and double weekly. And use a subdomain (mail.yourdomain.com) so campaigns never touch your main domain's reputation.
List hygiene
Remove bounces immediately, move non-openers into a separate reactivation flow after 90 days, and never buy lists — one spam trap can cost months of reputation. A smaller engaged list delivers better and sells better.
Measuring
Watch delivery and complaint rates, not just opens. Above 0.1% complaints you are in the danger zone. In The Agency CRM you see bounce and complaint numbers per campaign, and a send pauses automatically on anomalies.
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