deliverability guide

Delivered is not the same as in the inbox.

An email can be accepted by the receiving server and still land in spam. Deliverability is about which folder it reaches, and it is decided by six things: data quality, sender reputation, authentication, bounce rate, engagement and sending behaviour. Data is one of the six — the one we control — and this guide covers all of them.
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Email marketing guides
gmail and yahoo bulk sender guidelines treat 0.3% complaints as the breaking point
Total bounce rate target
> %
Complaint rate ceiling
%
Sample rows to ask for
0 -200
Authentication records
0
the six factors

What the receiving server is actually checking.

The decision to inbox, promote, spam-folder, bounce or reject is made in a fraction of a second on these signals. Fixing one while ignoring the others rarely changes the outcome.

01

Contact data quality

Invalid and outdated addresses produce hard bounces, and repeated hard bounces damage the sender reputation that governs every later campaign. This is the factor a purchased list most directly controls.

yours to verify

02

Sender reputation

A running score held by each mailbox provider, built from your bounces, complaints, volume patterns and engagement. It takes weeks to build and one bad campaign to damage.

earned slowly

03

Authentication: SPF, DKIM, DMARC

Three DNS records that let a receiving server confirm the mail genuinely came from your domain. They will not rescue a bad list, but their absence will sink a good one.

set once

04

Bounce rate

Hard bounces mean the mailbox or domain does not exist. Aim below 2% in total. Above that, stop the campaign and re-verify rather than pushing the rest of the file through.

< 2%

05

Recipient engagement

Opens, clicks and replies are read as evidence that people want your mail. Very low engagement across a segment pushes future campaigns toward the spam folder, even accurate ones.

relevance

06

Sending behaviour

Sudden volume spikes from a cold domain look like a compromised account. Ramp over two to three weeks and keep daily volume flat.

ramp slowly

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the pre-send checklist

Eight checks before you press send.

Run this before every campaign, not only the first one. It takes twenty minutes and prevents most of what goes wrong.
  • data
Verify, dedupe, and strip prior bounces
Re-verify business addresses in your own tool, remove duplicate records, and drop every hard bounce from previous campaigns — from the database, not just the send list.
  • audience

Confirm the segment matches the message

Check that the industry, role and size of the segment match what the email actually says. Mismatch shows up as complaints, and complaints are the expensive metric.
  • technical
SPF, DKIM and DMARC configured
All three on the sending domain, verified by an authentication checker rather than assumed because someone set them up last year.
  • send
Test small, then scale
Send to a small tranche first and read the bounce and complaint numbers before releasing the rest. A ten-minute pause here saves a domain.
mistakes

The five that cause most of the damage.

Each of these is common, avoidable, and expensive. The right-hand column is what to do instead.
  • the mistake

Buying the cheapest available data

Sending to a list that has sat unused for months

Ignoring bounce reports between campaigns

Blasting thousands of emails from a new domain

Spending the whole week on subject lines

  • instead

Judge on verification method and date, not price per record

Re-verify anything older than a few weeks before sending

Remove repeat invalid addresses from the database permanently

Warm up over two to three weeks at flat daily volume

Warm up over two to three weeks at flat daily volume

where our responsibility ends
  • plainly

We can hand you a clean list. We cannot warm your domain.

Data quality is one of six deliverability factors and the only one a data provider controls. If the addresses are real and current and the mail still lands in spam, the cause is in the other five — authentication, reputation, volume, engagement or content. That is not a deflection: it is why the refund policy is written around hard bounces, which are ours, rather than spam placement, which is not.

refund covers hard bounces above 5% in 7 days · not spam placement

we control

Whether the address exists and is current on dispatch

you control

Authentication, warm-up, volume, segmentation and copy

refundable

Hard bounces above 5% within seven days

not refundable

Spam folder placement, soft bounces, low reply rate

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questions

Questions about deliverability

What is a good bounce rate?
Under 2% in total is the usual target. On a sample test of a provider’s data, hard bounces above 2% suggest the file is stale.
Delivery means the server accepted the message. Placement is decided afterwards on reputation, authentication, engagement and content. All four can fail on a technically valid address.
No. It removes one failure mode — invalid addresses — and nothing else. Any provider suggesting otherwise is overselling.
Yes, if any time has passed. Business data changes continuously, and running it again costs a few dollars against the price of a damaged domain.

SPF states which servers may send for your domain; DKIM signs the message so tampering is detectable; DMARC tells receivers what to do when either fails. Together they establish that the mail is genuinely yours.

the rest of the shelf

Fifteen resource pages, none of them gated.

Trust is what we can show you about the data. Proof is what happens when you test it. Guides are what to do with it once it is yours.
  • Trust
What we can show you about the data before you spend anything.

How we build & verify

3 sources

Coverage dashboard

live counts

Compliance center

policies

GDPR / CAN-SPAM / CCPA

3 regimes

Opt-out & removal

permanent

  • Proof
What happens when you test it, and what we owe you if it fails.

Free samples

100 rows

Customer reviews

4.7 / 5

Case studies

worked

Accuracy reporting

up to 85%

Refund policy

5% / 7 days

  • Guides
What to do with the file once it is yours.

Blog

58 posts

Email marketing guides

6 guides

Lead generation guides

7 steps

Data buying guide

10 questions

Deliverability guide

checklist

  • ask before you buy, not after

Clean data is one of six factors. Take 100 rows and see that one handled properly.

Sales and service are reachable 24/7 on WhatsApp at +1 (315) 215-1563, or at [email protected].
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