Keeping your emails out of the spam folder

Deliverability is mostly setup plus hygiene. Four things matter, and three of them are one-time jobs.

1. Set your sender identity. Go to Domains in the left navigation and find the Sender identity card. Set a From name that people recognise, usually your brand, and a Reply-to address so replies reach a real inbox. Until you verify your own email domain, the From address stays on a default sending address.

2. Authenticate your own domain. On the same page, the "Sending emails via your own domain" section walks you through it. Enter the domain you own without the www, then add the DNS records shown at your domain provider. SPF and DKIM are required for sending. Tracking and DMARC are optional and improve deliverability. The status moves from Verifying to Verified, usually within minutes but sometimes hours. Once verified, pick it as your sender address and your campaigns carry your own domain instead of the default.

3. Fill in your marketing identity. Under Settings, then Marketing, add your business name and postal address, and optionally a logo. Every marketing email automatically carries this address plus an unsubscribe link in the footer. That footer cannot be removed, which is exactly what recipients and mailbox providers expect.

4. Turn on subscriber confirmation. Also under Settings, then Marketing, Require email confirmation (double opt-in) makes every new form signup confirm before you can email them. It costs you a few signups and buys you a much cleaner list. See How forms on your pages capture leads.

Suppression is automatic. Hard bounces, spam complaints and unsubscribes are recorded and blocked at send time. Unsubscribed and bounced contacts are excluded from every audience without you doing anything, and a blocked recipient is logged as suppressed rather than silently dropped. Sequence steps re-check this too, so someone who unsubscribes mid-sequence stops receiving it.

List hygiene habits worth keeping.

• Watch the Bounced and Inactive tabs on the Contacts list. Inactive means no recorded activity in over 90 days.
• Build a segment on Email activity, for example "opened nothing in the last 180 days", and either run a re-engagement campaign at it or stop mailing it.
• Never import a list you did not collect yourself. On import, only tick the consent box when people genuinely opted in, see Importing contacts from a CSV.
• Check Email Analytics under Analytics after each send. Delivered, open rate, click rate, unsubscribes and bounce rate are all there.

One warning. Sending is monitored. If bounce or complaint rates stay high over a rolling window, sending is paused automatically to protect delivery for everyone, including you.