Why your messages end up in spam folders, and the steps that fix it.
Mail providers such as Gmail and Outlook decide whether a message is genuine by checking the sending domain's DNS records and its reputation. These steps make the biggest difference.
1. Set up SPF, DKIM and DMARC
This is the single most important step. Without these records, many providers send your email straight to spam. Follow SPF, DKIM and DMARC explained.
2. Send from your own domain's mailbox
Send through your Twerple mailbox (with your mail app or webmail) rather than a website form that pretends to be your address. If your website sends email, for example order confirmations, set it to send through your mailbox with SMTP. In WordPress, an SMTP plugin does this.
3. Write like a person
- Avoid subject lines in capitals, lots of exclamation marks and phrases such as "free money".
- Include a plain-text version and not just one large image.
- Make sure links go where their text says they go.
4. Newsletters and bulk email
Only send to people who asked to hear from you, include an unsubscribe link in every message, and use a dedicated newsletter service for large lists. Sending bulk email from a hosting mailbox harms your domain's reputation and is not allowed under our Terms of Service.
Checking a message
Send a test to a Gmail address, open it and choose Show original. If SPF, DKIM and DMARC all say PASS, your setup is right, and any remaining problems are about content or reputation.