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Why Email Deliverability Matters

As businesses scale their email outreach operations, they quickly discover that sending high volumes of emails isn't as simple as hitting "send" to more recipients. Without proper infrastructure and protocols, scaling email campaigns can lead to catastrophic deliverability issues: domains getting blocked, emails landing in spam, and sending accounts getting permanently suspended.

Put simply, email deliverability is the ability to land your emails in the recipient's primary inbox and not the spam folder.

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Two key things that damage deliverability:

1️⃣ Spam Complaints – If too many recipients mark your emails as spam, your domain reputation suffers.

2️⃣ Bounce Rates – High bounce rates (invalid or unverified emails) signal poor list quality and reduce inbox placement.

To maximize deliverability, you need to optimize both:

• Infrastructure Best Practices – Ensuring your emails are technically set up for trust and high deliverability.
• Copy Best Practices – Writing emails that avoid spam filters and maximize engagement.

Infrastructure Best Practices

✅ Set Up Secondary Domains

• Create variations of your primary domain (e.g., companysolutions.com, company-app.com)
• Purchase domains from reputable providers like Porkbun, GoDaddy, and Cloudflare
• Calculate domain needs based on monthly sending volume
• Stagger domain purchases (buy in batches of 5 every 4 hours) to avoid suspicious patterns

✅ Use .com Domains Only

• Stick to .com domains – They have the highest trust and deliverability rates
• Avoid uncommon extensions (e.g., .xyz, .shop, .online) as they are often flagged