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Introduction
Ever wondered why your emails end up in spam instead of your recipient’s inbox? You’re not alone. Many businesses struggle with email deliverability, often unaware of the technical and strategic factors that influence where their messages land. In this episode of From Startup to Wunderbrand, we sat down with MV Braverman, founder of Inbox Welcome, to break down the essential steps to ensure your emails reach the right inboxes.
MV specializes in email deliverability and sender reputation—fancy terms for making sure your emails actually get seen. If you’re tired of hearing, “Your email landed in my junk folder,” this guide will help you fix that.
Key Takeaways: How Email Deliverability Works
Email may seem simple, but behind the scenes, it operates on a complex trust system. Initially, when email was invented, it was exchanged between trusted networks. Over time, as bad actors abused the system, companies like Google, Yahoo, and Microsoft had to tighten security. Now, email providers use authentication, sender reputation, and engagement data to determine whether your email is trustworthy—or spammy.
The main takeaway? You can no longer rely on your email platform’s reputation alone (e.g., HubSpot or Mailchimp). You need to build your own domain’s credibility by following authentication and best practices.
The Three Pillars of Inbox Deliverability
MV explains that getting emails into inboxes isn’t just about avoiding spam words or having a catchy subject line. It’s about three key areas: Tech, Content, and Relationship.
1. Tech: Email Authentication & Compliance
Email authentication is like showing ID at a nightclub—the bouncer (email provider) needs to verify that you’re allowed in. Without it, your emails might be blocked, sent to spam, or even deleted before reaching the inbox.
The key authentication methods are:
SPF (Sender Policy Framework): Confirms which mail servers are authorized to send emails on your behalf.
DKIM (DomainKeys Identified Mail): Adds a digital signature to prove the email is legitimate.
DMARC (Domain-based Message Authentication, Reporting & Conformance): Tells email providers what to do if SPF and DKIM fail (e.g., reject or quarantine the email).
Pro Tip: Set up DMARC reports to monitor your email performance. Many businesses skip this step and miss out on critical insights.
2. Content: Avoiding Spam Triggers & Optimizing for Engagement
Forget outdated advice about avoiding “spam words” like “free” in your subject line. Email filtering is far more sophisticated today. Instead, focus on:
Mobile & Dark Mode Compatibility: Ensure your emails display correctly on all devices.
Links & Domains: Avoid linking to websites with a bad reputation, as this can hurt deliverability.
Personalization & Segmentation: The more relevant your email is to the recipient, the better engagement it gets—boosting your sender reputation.
3. Relationship: Building Trust with Your Subscribers
If you want better deliverability, maintain a strong relationship with your audience:
Send Welcome Emails: Introduce yourself so recipients recognize future messages.
Regular Engagement: If you email someone after two years of silence, don’t expect a warm reception.
Avoid Cold Lists: Only email people who have opted in—don’t buy lists!
Monitor Complaints: If too many people mark your emails as spam, email providers will penalize you.
What Happens If Your Emails Go to Spam?
Not all spam placements are permanent. If an email ends up in spam, encourage recipients to move it to their inbox—this is one of the strongest signals to email providers that your emails are legitimate. Also, regularly check your email reputation using Google Postmaster Tools.
Myths Debunked:
“Promotions Tab = Spam” → No, promotions are still inbox emails. Many users actively check this folder.
“Low Bounce Rate = Good Deliverability” → Not necessarily. If your emails are delivered but landing in spam, you still have a problem.
How Often Should You Audit Your Email Setup?
At least every six months. Things change—email providers update rules, and your business evolves. Check:
Are your email authentication settings (SPF, DKIM, DMARC) up to date?
Are your automations still relevant and effective?
Is your email list clean and engaged?
Quick Test: Sign up for your own email list with a new email address and see what your welcome sequence looks like. If it feels outdated or broken, it’s time for an update.
What Next? Take Control of Your Inbox Reputation
If you want to improve your email deliverability, start with:
✅ Setting up SPF, DKIM, and DMARC.
✅ Regularly checking your email reports (DMARC, Google Postmaster Tools).
✅ Auditing your automations and email content.
✅ Building relationships through consistent, high-quality emails.
For more expert advice, visit Inbox Welcome or connect with MV Braverman on LinkedIn.
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