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    GuideDeliverability Guide

    Deliverability Guide

    Maximize your inbox placement rates by following these essential email delivery practices.

    Authentication

    Proper DNS setup is the foundation of deliverability. Ensure your SPF, DKIM, and DMARC records are correctly configured.

    • SPF (Sender Policy Framework)
    • DKIM (DomainKeys Identified Mail)
    • DMARC (Domain-based Message Authentication)

    Sender Reputation

    Your domain reputation directly affects where your emails land. Build and maintain a positive reputation over time.

    • Maintain low bounce rates
    • Keep complaint rates under 0.1%
    • Avoid sending to trap addresses

    Click & Open Tracking Best Practices

    While open and click metrics are vital for monitoring engagement, tracking implementations can impact deliverability if not handled correctly. Follow these best practices:

    Click Tracking

    • Use Custom Domains: Default tracking domains are shared. If another sender damages the reputation of a shared tracking domain, your deliverability could suffer. Set up verified custom tracking domains (e.g. us-t-link.yourdomain.com for transactional, us-m-link.yourdomain.com for marketing) to isolate your sender reputation.
    • Avoid Link Wrapping Mismatches: Spam filters check if the visual link text matches the actual destination URL. If your link text displays https://example.com but points to a tracking domain, filters may flag it as suspicious. Use descriptive, context-specific text (such as "Verify Your Email Address" or "View Invoice Details") or styled HTML/CSS buttons instead of raw URLs in the HTML body.
    • Disabled by Default: Click tracking is disabled by default. We recommend leaving it disabled for transactional emails to avoid latency and potential filter friction.

    Open Tracking

    • Be Mindful of Pixel Blocking: Many email clients (like Apple Mail with Protect Mail Activity) block or auto-fetch tracking pixels by default. This makes open rates an estimation rather than a precise metric. Use click rates as a more reliable signal of engagement.
    • Disabled by Default: Open tracking is disabled by default. We recommend leaving it disabled for transactional emails (especially high-priority or sensitive ones like password reset links or MFA codes) to prevent delivery latency or filter friction.

    Ready to improve your outcomes?

    Follow our step-by-step guides on setting up your domain and complying with global anti-spam laws.

    Domain SetupCompliance Guide