Best practices for authenticated mail flow

It’s official: email best practices are no longer best — they’re required. Here’s why... Microsoft recently announced new bulk sender requirements that mirror the ones Google and Yahoo rolled out last year. And they aren’t just doing this for fun, promise. They’re doing it because too many senders ignored best practices when they were optional. So, now they’re mandatory. ¯\_(ツ)_/¯ Starting May 5th, if you’re sending more than 5,000 emails a day and not following the rules, Microsoft’s going to start rejecting your mail. Not junking it. Rejecting it. And I wanna be clear here: this isn’t coming out of nowhere. The writing’s been on the wall for a while... and mail has been silently filtered away from the inbox all this time. Now it's just that the rules aren't written in invisible ink! So, what are these rules I speak of? 💌 Authentication (SPF, DKIM, DMARC) Yes, we’re still talkin’ about this… get used to it. Microsoft wants the same setup Google and Yahoo asked for. If your domains aren’t properly authenticated and aligned, your deliverability will suffer. 💌 Valid “From” and “Reply-To” Addresses Microsoft wants to make sure that when someone replies to your message, there’s someone on the other end. No more sending from a “noreply@brand.com” black hole. 💌 One-Click Unsubscribe (RFC 8058) They’re cracking down on bad unsubscribe flows. Make it easy. No weird hoops or loops or “oops, we need 10 days to process your request.” Just a simple unsubscribe option that actually works. If you’re already sending it right (ahem, compliant with Google and Yahoo’s requirements), this is mostly a “cool, cool, carry on” moment. But you’ll need a whole lotta margaritas and tacos to overcome your sorrow if you’ve been dragging your feet. May 5th (ahem, cinco de mayo!) is not the day to find out Microsoft doesn’t play. What happens if you’re not ready? If you need help figuring out where you stand, here are a few fast checks: ✅ SPF, DKIM, and DMARC passing in headers? ✅ “Reply-To” address monitored and functioning? ✅ One-click unsubscribe live and working? ✅ Lists clean and bounce/spam complaint rates under control? If not, now’s the time to fix it. Not next week. Not next quarter. Now. TLDR: if you’re not sending responsibly, you’re not sending at all. Because come Monday — yes, THIS Monday — non-compliant mail will be rejected at the door. No inbox. No spam folder. Just blocked. So, get it together, you (not so) filthy animals! LinkedIn says I’m outta characters, but if you need tool recommendations or a second set of eyes on your setup, I'm happy to help. Reach out, email scout. 💌

I burned through $15K perfecting cold email copy. Here's what I learned when I focused on deliverability instead. While I was obsessing over subject lines and CTAs, most of my emails were landing in spam folders. I had killer copy that nobody ever saw. But here's what happened when I fixed the infrastructure piece first… I went from ignored emails to 800,000+ monthly sends at ColdIQ. If your cold emails aren't working, deliverability beats copy every single time. WHY DELIVERABILITY IS EVERYTHING: 1. Perfect copy means nothing in spam. You can have killer targeting, perfect messaging, incredible offers... but if your email lands in spam? Game over. 2. It compounds everything else. Once your domain reputation is down, even your transactional emails start getting flagged and won't get delivered anymore. So how do you make your email in the primary? 1. Protect your main domain. Never send cold emails from your primary domain. We use 70+ secondary domains to keep our brand safe and our main inbox clean. 2. Distribute volume across multiple mailboxes. Set up 140+ mailboxes across those domains. Keep it under 50 sends per day per domain. High volume too early = instant red flag. 3. Get your technical foundation bulletproof. Set up SPF, DKIM, and DMARC authentication. Without proper technical set-up, you're flagged as suspicious by default. 4. Warm up. Send nothing for 2 weeks. Use premium warm-up tools to build trust gradually with ESPs. Ramp slowly to avoid triggering their spam filters. Patience here pays dividends later. 5. Natural variation. Use Spintax or tools like Twain to introduce variations in your messaging. Even small variations help you avoid the repetition triggers that scream "mass email blast" to spam filters. Remember, list quality plus message still matter most. Even with perfect infrastructure, if your list is off and your message is weak, you'll still land in spam. Deliverability gets you to the inbox, but the relevance keeps you there. Monitor everything rigorously. Use tools to track your sender reputation across all ESPs. We check deliverability rates daily (it's that critical). Infrastructure gets you to the inbox, but your targeting plus messaging determines what happens next. I've put together a 7-day GTM crash course that includes our exact setup, authentication templates, and the monitoring systems we use to protect the campaigns of our 70 clients. Reply with "SETUP" if you want access before your next campaign goes live.

Is your mail sliding into the spam folder? Has your reputation slipped to "low" in Google Postmaster Tools? Does Microsoft SNDS think you stink like a kid who just came in from recess? Well, I have good news and bad news. 🟢 Good first: Most major mailbox providers (MBPs) provide methods of contacting them! Gmail, Microsoft, Yahoo, Comcast, Apple (and more!) all offer sender support forms or publish postmaster email addresses so that you can reach out directly when you're encountering an issue delivering mail to their users. 🔴 Now for the bad: These MBPs receive a ton of submissions, most of them from spammers. They already have information on your traffic, which is why you're blocked or bulked in the first place. They're not going to just fix whatever problem you're having because you asked nicely. They're definitely not going to fix it if you're being rude. They don't care about your business model, or your bottom line, or your legal requirements. What they care most about is their own customers. And if you're sending to the right people, then those people are also *your* customers, and you should care about them, too! So, even though it's an option to ask the MBP for help, it's probably not the first (or best) one, because all the evidence they have available so far indicates that your mail is potentially dangerous, and maybe you are too. Your job now is to demonstrate that they got it wrong, ideally using your actions and not just words. Before submitting that sender contact form, review the MBP's guidelines and your own practices. After all, their playground, their rules! Each MBP has its own quirks, but the basics tend to be the same. If you're not sure where to start, it's here! 🛝 Rule 1: Keep spam complaints as low as possible. The best way to do that? Get permission, always. Maintain a healthy list by removing bounces and sending to your most-engaged subscribers. Make it easy to unsubscribe, and honor unsubscribe requests when you get them. 🛝 Rule 2: Authenticate your mail. Use SPF, DKIM, and DMARC so you earn the deliverability you deserve (and don't forget to actually review your DMARC reports!). Authentication doesn't guarantee inbox placement, but you'll be left in the dust without it. 🛝 Rule 3: Be predictably yourself. MBPs and subscribers both reward consistency, and results tend to be stronger when everyone knows what to expect, when. Send similar volumes at similar times on similar days, ensuring increases are gradual to give the filters (and the audience) time to adjust. If you're ramping up and see increased delays, blocks, or complaints, or lower opens than expected, slow down and reassess. It's possible that the segment is no longer viable, or requires a different approach. If these bases are covered, THEN you can reach out. Include your name, your company, your domain & IP, the specific outcome you're having (including the bounce reason, if applicable), and what you've done to improve. And be nice!

21% of legitimate marketing emails never reach the inbox? That's potential revenue vanishing into thin air. After managing over 1 million cold email campaigns, I've cracked the code to achieve 99.9% deliverability rates. These aren't just theories - these are battle-tested strategies that work. Here are the 5 secrets that transformed our cold email game: 1. Domain Authentication - Set up SPF, DKIM, and DMARC records - Establish proper reverse DNS - Maintain consistent sending IPs 2. Warm-up Protocol - Start with 5-10 emails per day - Gradually increase volume over 4 weeks - Engage in two-way conversations 3. Infrastructure Setup - Dedicated IP addresses - Separate domains for marketing - Professional email hosting 4. Content Optimization - Perfect text-to-HTML ratio - Avoid spam trigger words - Personalize beyond first names 5. Sending Patterns - Maintain consistent sending times - Space out email volumes - Match human sending behavior The game-changer? Implementing these strategies helped us increase deliverability from 76% to 99.9% across 50+ client campaigns. Quick tip: Start with proper authentication. It's the foundation everything else builds upon. What's your current email deliverability rate? #EmailMarketing #B2BSales #LeadGeneration #SalesStrategy

In the past 8 months, I've helped over 100 clients fix their email authentication, preventing costly deliverability issues. Here are the 5 most common (and avoidable) mistakes Back in 2023, I wouldn’t have called myself an email deliverability expert. But I’ve always been tech-savvy and known for tackling complex challenges. When Google and Yahoo announced new email authentication protocols, something unexpected happened -  past clients started reaching out, asking for help navigating these changes. They had email lists. But didn't understand the new protocols. They trusted me to find solutions. So, I dove in— ✔ researching everything I could, ✔ consulting with industry experts, ✔ reviewing the implications, and ✔ testing out tools. As I worked with client after client, I began to notice patterns. The same mistakes showed up repeatedly, blocking emails from landing in inboxes. Fast forward to today: - I’ve helped over 100 clients authenticate their emails. - I’ve identified the top issues that impact deliverability. - And now, I get to help businesses prevent these costly errors. But I keep seeing the same mistakes... Over and over again. Here are the 5 biggest mistakes I saw when working with clients on email authentication: 1. Jumping into authentication without preparing the list - Skipping list preparation leads to deliverability problems - Unclean, unsegmented lists trigger spam filters - Damaged sender reputation is hard to repair 2. Not understanding SPF, DKIM, and DMARC - Many set up authentication without knowing the details - Misconfigured SPF or DKIM causes failed authentication - Leads to poor deliverability and email failures 3. Only setting up DMARC without reporting - DMARC is powerful but needs reporting to be effective - Without reports, you’re in the dark about email performance - Reports help identify issues and guide adjustments 4. Starting with a strict DMARC policy - Jumping straight to “reject”  is risky - The best practice? Start with the lowest level and monitor results - Gradually increase enforcement as your setup stabilizes 5. Failing to monitor email list data. - Authentication isn’t set-it-and-forget-it - Regular monitoring prevents unnoticed failures - Catching shifts in performance is crucial for inbox placement TAKEAWAY If your emails aren't landing in inboxes, your time and money are going to waste. The truth? You can start your email list with 1 subscriber. You can start with one email. But you shouldn’t start without understanding deliverability. --------- Questions about your email list? DM me to chat.

If you don't understand DKIM, SPF, or DMARC, email will get a lot harder. New email requirements from Google and Yahoo, kicking off next month, are not just updates but will significantly impact your email programs. Outbound or Inbound. As a HubSpot customer, you'll get an email in the next few days that recap this news. 𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗸𝗻𝗼𝘄: 𝗘𝗺𝗮𝗶𝗹 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗚𝗲𝘁𝘀 𝗦𝘁𝗿𝗶𝗰𝘁𝗲𝗿 • DKIM, SPF, and DMARC: These aren't just fancy acronyms; they're your new best friends in email marketing. They will become mandatory to combat spam and ensure your emails don't bounce back.    𝗢𝗻𝗲-𝗖𝗹𝗶𝗰𝗸 𝗨𝗻𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 • The power shifts to the receiver. Ensuring your recipients can opt out easily is more than a courtesy; it's a requirement. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗪𝗮𝗻𝘁𝗲𝗱 𝗘𝗺𝗮𝗶𝗹𝘀 • Keeping your spam rate below 0.1% isn't just good practice; it's essential. High spam rates can lead to severe email deliverability issues.    𝗪𝗵𝘆 𝗦𝗵𝗼𝘂𝗹𝗱 𝗬𝗼𝘂 𝗖𝗮𝗿𝗲? These changes aren't just about following rules; they're about enhancing email deliverability and building trust with your audience. It's about sending emails that your audience wants and values, not just what you want to send. How Does This Affect You? If you think, "I'll deal with it later," think again! These changes call for a proactive approach. They require a deep dive into your current email strategies and a significant overhaul to align with these new requirements. 𝗪𝗵𝗮𝘁 𝗖𝗮𝗻 𝗬𝗼𝘂 𝗗𝗼? 1. Start by reviewing your email authentication methods and technical setup. 2. Make sure your unsubscribe process is thought out. 3. Proactively monitor your email engagement and spam rates 4. Run re-engagement campaigns to confirm opt-in 5. Use email verification 6. Monitor sequence sender scores if you're running your Outbound through HubSpot.     I've included a cheat sheet below that explains these technical terms in-depth and provides suggestions for addressing them. Reach out with questions! #hubspot #email #marketing #spam  

Is Your Email Treated Like an Uninvited Guest? Ever send an email that's crucial to your work, only to later discover it leisurely lolling about in the abyss of the recipient's spam folder? Believe me, you're not alone, and it's not personal; it’s authentication! We're navigating an ever-tightening world of cybersecurity where email giants Google and Yahoo have fortified defenses. They've set strict policies that could determine your email's destination: the inbox or spam folder. And who's behind these gatekeeping policies? Say hello to DMARC, SPF, and DKIM. Why this fortress around our digital post office, you're probably wondering. Simple, it's about trust. As the tide of phishing and online scams rises, these technology titans are implementing email authentication standards like a discerning farmer sifting wheat from chaff. This way, they can separate bona fide emails from those sent by malicious internet dwellers that clutter our inboxes with spam or, worse, snare innocent victims with fraudulent content. The true beauty of DMARC, SPF, and DKIM lies in a tale of transformation. It's not just about ticking off best practice boxes; it’s about ensuring your email - your digital emissary - reaches its rightful destination. Imagine the elation of a retailer who sees open email rates jump by 25%, or a charity that sees volunteer numbers skyrocket because they opted for secure email communication. Consider the software company that cut support ticket issues by 40% simply by tweaking their DMARC policy. Sometimes, the devil really is in the details. Merely changing 'none' to 'reject' in your policy could swing the inbox-spam battleground in your favor. Like me, you, too, can turn the tide. My email campaigns were once ignored and sent to spam. But, after reassessing and updating my domain's DNS records, salvation came by transforming "none" to "reject" in the DMARC code. Suddenly, my emails were invited guests rather than spam intruders. If your emails are like phantoms disappearing after being sent, consider this an invite to the DMARC revolution. No more hit-or-miss with email deliverability. It's time to make sure your emails knock on the right door. Struggling to tame the spam beast? Need guidance up DMARC mountain? I'm here to help! With my experience and resources, I can make sure your emails always arrive at their intended destination.  The world of email is constantly changing, and staying ahead requires preparation. So, have you authenticated your email? Let me know in the comments below.

After reviewing data from 1,000s of inboxes at RevGrowth, these 8 practices have made the biggest impact for consistent 99% email deliverability:   Most teams skip at least one of these, then wonder why their cold emails land in spam.   Here's what we do:   1. Use Secondary Domains - Never send from your main domain > We buy secondary domains through Porkbun for cheap, easy management   2. Track Replies Only - Open and click tracking hurt deliverability > I keep reply tracking on and turn everything else off. Clean signal, less risk   3. Send Fewer Emails Per Mailbox - I stick to 30 emails/day per mailbox, max > Spread your volume across several domains. Fewer red flags, more consistency   4. Warm Up Slowly - Ramp up sending volume over time. > Start low, increase gradually. This builds trust with inbox providers.   5. Double-Verify Your Lists - Bad data kills sender reputation > We use LeadMagic, Icypeas, and Prospeo.io for email search, then verify with LeadMagic. Clean lists = low bounce rates   6. Use Modern Sending Platforms - Old-school SEPs drag down deliverability > I recommend EmailBison or Smartlead   7. Automate CRM Syncing - Manual updates cause errors and missed follow-ups. > OutboundSync handles real-time syncing with HubSpot or Salesforce. Less manual work, more accuracy.   8. Stick to Plain Text - Links and images lower inbox rates. > I write text-only emails. They look more human and get better placement.   Our team applies these 8 steps in every workflow ourselves & all client accounts.   What’s been your biggest deliverability challenge lately?

Any proven way to have better email deliverability? And faster? Honestly no. Each scenario is case by case. I'll give you this. Here are the healthiest sending practices from my clients with the best email deliverability. 1. Fully Authenticated with SPF, DKIM & DMARC ↳ Your email foundation and infrastructure are how you get in the inbox and even protect your brand from any spoofing. 2. Makes Unsubscribing Easy ↳ If the process of leaving the email program is difficult, you'll probably get marked as spam and blocked. 3. Practices Double Opt-in ↳ This filters email sign-ups to the next level. Sending a 2nd email to confirm the consent of marketing emails. 4. Monitors Metrics and Domain & IP Reputation ↳ Watching your click rates, purchase rates, Google Postmaster Tools & Microsoft SNDS will guide you through any changes or improvements. 5. Regularly Cleans Email List ↳ This helps to remove any inactive & no longer existing email addresses. Improving the quality of your list. 6. Never Buying or Scraping Email List ↳ Where did those emails come from? You may waste your money by sending to fake addresses and even Pristine spamtraps that major ISPs are watching. 7. Consistent Email Volume Day by Day ↳ Sudden changes in email volume could cause mailbox providers to flag your emails as spam-like behavior. 8. Segments List by Audience's Behavior ↳ Separate and organize your subscribers based on their engagement and the type of customer they are. This makes the kind of content easier and smoother to send. 9. Not Sending To Inactive Subscribers ↳ Why are you sending it to the guy who hasn't clicked or opened your email in over 2 years? ISPs check how the engagement and if they are seeing extremely low metrics — they may filter you into the spam folder. 10. Not using "FWD" or "RE: "in their Subject Lines ↳ Don't trick your subscribers into opening your campaigns. This is manipulative and deceitful. Subscribers won't appreciate this trickery. 11. Easy to View Content in Dark Mode & Mobile ↳ If your campaigns don't render properly to popular and major devices, people will think it's a scam or might lose revenue on the email. Make sure you test your campaigns with full visibility on these devices. TLDR; > Send consistent email marketing to those consented addresses that are active and engage with your content. > Don't try to trick your subscribers into engaging or buying. > Give them a great email experience. Share this with any email marketers you may know! Follow Edward Ma 🐣 for more content on email marketing and deliveryability.

"Email Doomsday"? Not around here. Just been busy helping clients align with Google & Yahoo's new email deliverability rules! It's been 4 weeks since Google and Yahoo shook things up with their new requirements for bulk email senders. In the midst of it all, I’ve been working with clients to navigate these changes and ensure their #emailmarketing strategies remain on point and effective. This compliance checklist will help you stay on point and effective, too: 🧠Understanding is Key: Understand the nuances of Google and Yahoo's updates as a starting block. Knowledge empowers adaptation. ✅Prioritize Email Authentication: Ensure all outgoing emails are properly authenticated using SPF, DKIM, and DMARC protocols. This isn't just about avoiding the spam folder; it's about building trust with recipients. 🛠️Leverage ZeroBounce's DMARC Management Platform: It provides tools for email authentication and the peace of mind that we're compliant. ZeroBounce provided me with free credits to explore how the solution could help my clients. Real-time notifications on our domain's authentication status have allowed us to quickly adjust as needed. The feedback from my clients? Overwhelmingly positive. 😊 They’re breathing easier and their emails are hitting inboxes like never before. We've turned what felt like a curveball into a home run. This process has highlighted a critical lesson: Stay alert and ready to adapt. Email rules might change, but our readiness? Never. Want to stay ready? Check out the link to learn more about ZeroBounce DMARC Management Platform: https://fas.st/t/bSxxim64 How are you handling the Google and Yahoo email authentication updates?