Cold email plans only work if your emails go into inboxes - not junk folders. About 20% of emails don't make it to the inbox, and bad deliverability can mess up your sender name, money, and ROI. Here's how to fix it:
| Main Fact | Best Level |
|---|---|
| Rate of Emails in Inbox | 95% or more |
| Rate of Returned Emails | Under 2% |
| Rate of Spam Reports | Under 0.1% |
Think of domain authentication as your email's ID badge. Without proper credentials, email providers may treat your messages like uninvited guests - often shuffling them straight to spam. The three key protocols - SPF, DKIM, and DMARC - work together to prove your emails are legitimate and deserve a spot in recipients' inboxes.
SPF (Sender Policy Framework) acts like a whitelist for your domain, telling email providers which IP addresses are allowed to send emails on your behalf. To set it up, you'll need to create a TXT record in your DNS settings. This record lists all authorized IP addresses and third-party services. Just keep in mind that your SPF record is limited to 10 DNS lookups.
DKIM (DomainKeys Identified Mail) adds a digital signature to your email headers, ensuring that your messages remain unchanged during delivery. Setting this up involves generating a public key in your email provider's admin console and adding it as a TXT record in your DNS. Once configured, your provider will automatically sign outgoing emails for you.
DMARC (Domain-based Message Authentication, Reporting & Conformance) ties everything together. It tells email providers what to do if an email fails SPF or DKIM checks and provides valuable reports on your domain's authentication status. When implementing DMARC, it’s best to start with a "none" policy to monitor reports before enforcing stricter rules. Research shows that 75% to 80% of domains publishing a DMARC record encounter challenges during enforcement.
If this all sounds a bit technical, tools like Primeforge can simplify the process. Primeforge automatically generates and applies the correct TXT records, reducing the risk of errors during manual DNS configuration.
| DMARC Policy | Action Taken | When to Use |
|---|---|---|
| none | Monitor failed emails without taking action | For initial setup and analysis |
| quarantine | Send failed emails to the spam folder | For intermediate enforcement |
| reject | Block failed emails entirely | After thorough testing and validation |
By configuring these protocols, you immediately strengthen your sender reputation, establishing trust with email providers.
Strong domain authentication directly improves your sender reputation. When emails consistently pass SPF, DKIM, and DMARC checks, providers like Gmail, Outlook, and Yahoo see your domain as trustworthy. This trust leads to better inbox placement and higher deliverability rates.
Brands often see up to a 10% increase in email deliverability after reaching full DMARC enforcement. For a business sending 10,000 cold emails per month, that means 1,000 more emails landing in inboxes instead of spam folders.
Take the example of Wise (formerly TransferWise). After fully implementing DMARC, they saw their average monthly email deliverability rate jump from 90% to 99%. According to Shan Lee, their Information Security Officer:
"Since achieving full DMARC implementation, Wise has managed to up its average monthly email deliverability rate from approximately 90 percent of emails to 99 percent, equating to about 450,000 additional emails making it into customers' inboxes".
Without these protocols, your emails may be flagged as suspicious or lumped in with the 3.4 billion phishing emails sent daily. That’s a huge risk, especially for cold email campaigns where recipients may not recognize your brand.
SPF ensures the sending server is authorized, DKIM guarantees the message hasn’t been tampered with, and DMARC sets the rules for handling authentication failures. Together, these protocols create a solid foundation for building trust over time.
For cold outreach in particular, where first impressions matter, setting up proper domain authentication is critical. With tools like Primeforge handling the technical setup, you can focus on crafting compelling emails while ensuring they actually reach your prospects' inboxes.
Mixing cold messages with your normal business emails can be a bad move - it might hurt how others see you as a sender. That’s why clever businesses keep their cold messages apart from their main email work. This way not only keeps your main website safe but also paves the way for better delivery through methods like IP warming.
Having a special space for cold email tasks cuts down the chance of hurting your main website’s name. Cold emails often get more spam flags than normal business notes, which can quickly bring down your sender trust. A cool fact is that 70% of workers pick email as their top way to talk for work, and well-made cold emails can get answers from 15–20% of people.
When you set up a new space, pick one that looks a lot like your main one. For instance, if your main is "techsolutions.com", you might use "tech-solutions.com" for your cold reach. Be sure to set up paths so folks can easily go back to your main site. After you get the space, lock it down by setting the right DNS records to make sure it’s safe and real.
Primeforge makes this easy with ready-to-use Google Workspace and Microsoft 365 mailboxes just for cold outreach. Unlike common platforms like Mailchimp or SendGrid, Primeforge gives you separate spaces with set DNS. This makes sure your cold outreach won’t mess with your main business emails. For just $3.50–$4.50 per mailbox each month, you get US-based IP addresses and automated proof you don’t need deep tech skills for. Plus, this setup lets you try different plans, test new messages, and tune how much you send - without risking your main website’s name.
Once you’ve set up your own space, the next thing is to build a strong name for your IP address. A new IP starts with no name, so you need to warm it up bit by bit. This usually takes about 30 days, but some manage in just 1–2 weeks, while others may need up to 60 days. Start with your most active contacts to send good signs to ISPs. After that first push, reach out to more active contacts - more replies help make your IP’s name stronger.
Staying steady is key during the warmup. ISPs watch how you send emails, so avoid big jumps in how many you send or long breaks. Many systems only remember data for 30 days, so not sending for too long could reset your progress. Keep an eye on things like open rates, return rates, and spam flags. If your IP isn’t doing well, slow down on sending more to let your name build up.
Primeforge makes it easy to warm up IPs with set plans that slowly boost how much you can send. It keeps an eye on deliverability metrics live. To keep your good name safe, it's smart to use different IP addresses for marketing emails and transactional emails - this means problems with one won't hit the other.
After you have set up correct domain checking and your own sending set-up, the next thing is to warm up your email accounts. This task means you slowly send more and more emails to build trust with email providers and get a good name. Simply put, warming up your account lets email providers see your emails as good, not spam. If done well, it makes your sender name better and helps your emails get through more often.
A usual warm-up time lasts about 8 to 12 weeks, beginning with a few emails and little by little going up. Some firms, though, see better results in just 2-3 weeks if they keep at it. This step is key, since almost 20% of emails don't make it to the inbox because they can't get delivered well.
At first, aim to send emails to people who will likely open and read them - friends, work pals, or people you've already done business with. Start off small: send 5–10 special emails per day in week one, then slowly send 1-2 more each day. By weeks 2-4, try for 15-20 emails each day, adding more bit by bit and always trying to truly connect with the receivers.
"A higher domain reputation means emails from your sending domain are less likely to get filtered to a recipient's spam folder or inbox." – Google Postmaster Tools
It's key to be steady. Keep email sends close in time and always get back to replies to keep real talk going. Google Workspace lets users send up to 2,000 emails every day, but new accounts need to build a good name with proper steps first.
To make the warm-up easy, AI tools do repeat tasks like opening, answering emails, and marking key ones. These tools act like real users and adjust sending ways to dodge spam filters, saving time.
Look at these good options:
The proof shows. In 2023, Wishpond used an AI tool and their email success grew by 10–25% through their work. In the same way, Mangools had a 3-million-email sale where half first fell into spam. After they used a warm-up tool and got new IPs ready, their open rates shot up from 1% to 32% in just two weeks.
For an all-in-one option, Primeforge includes warm-up features in its email set up. Rather than paying $15–$49 each month for each inbox, Primeforge offers these tools at just $3.50–$4.50 per mailbox each month for Google Workspace and Microsoft 365 users.
Data from Smartlead proves that a well-done warm-up can boost open rates by up to 50% and clicks by 30%.
Keep in mind, warming up isn't a one-go thing. Steady sends and talks are key to keep your good name.
Taking time to warm up your accounts right pays off. With 46% of emails across the field landing in spam, the gap between strong work and lost tries often leans on this key step.
When you write an email, it's not just about holding the reader's interest. You must also make sure it goes straight to their inbox, not their spam. About 20% of emails don't reach the inbox because they are marked as spam. So, it's important to shape your content well when you're sending out cold emails. Today's spam filters do more than look for certain words; they check the whole message to see what it means, why it's sent, and how good it is.
"Initial spam filters prioritized email content, but today's filters emphasize sender reputation. How you are as a sender is what's going to determine where your messages go." - Nick Schafer, Senior Manager of Delivery and Compliance at Sinch Mailgun
Knowing and staying away from spam signals is key to making sure people see your emails.
Spam filters look for warning signs in email text, like some words, too much punctuation, ALL CAPS, and errors in HTML code. Even though filters now look at context more, using too many trigger words can still hurt how well your email reaches people and may break CAN-SPAM laws.
Here are some usual types of spam trigger words:
| Kind | Samples |
|---|---|
| Signs or big numbers | #1, $, 99%, all free |
| Making you rush | Do it now, Not much time, Fast |
| Big promises | Top deal, Sure to be happy |
| Too much selling talk | Low cost, Not costly, Great deal |
| Money talk | Takes credit cards, Small loan costs |
| Other stuff | Well done, Wonder, Check your order |
The main point is to keep it balanced. Stick to simple, everyday words and don't fill your email with too much "emergency" or "sale" talk. For instance, saying things like “Act now” or “Hurry up” too much can harm delivery.
To make your emails better, Primeforge’s template check tools can spot spam signs. These tools show you words or phrases that might be issues, letting you change your email but still keep it fun and easy to read.
"Stick to authenticity and clarity in your messaging, and you'll stay clear of filters and connect effectively. It's the golden rule of email outreach." - lemlist team
Not using spam-like words is key, but the way you write and make your emails feel like they are made just for someone helps a lot in dodging spam filters.
Making it personal does more than just seem nice - it's a tested way to get more people to read and interact. Emails that speak directly to someone have a 29% better open rate and a 41% better click rate than those without a personal touch. Even a personal touch in the subject line can make 26% more people open the email.
To keep away from spam filters, don't overdo the personal touch - stick to using three to five personal elements. Also, remember these points when formatting:
Focus on getting people involved, not just selling hard. Email providers look at how many people open and click your emails to decide if your emails go into the inbox or spam folder. Use clear, straightforward subject lines instead of ones that bait clicks. Send emails from actual names and addresses instead of something too sales-like, and always let people choose to unsubscribe easily to follow rules.
It's vital to keep your email list clean, just like setting up the tech bits of email marketing. Over time, email lists get full of old or wrong contacts - 23% of email addresses change each year. An old list not only drops your reach, but risks your ability to send emails.
Sending emails to bad addresses causes high bounce rates, which tells email firms you're not handling your list well. Bounce rates usually stay between 2–5%, based on what kind of work you do. If your bounce rate is over 5%, you need to fix it fast. Pros say to keep it under 0.5% to stay in the good books for email sending.
"High bounce rates can harm your sender reputation, so it's crucial to manage and update your list accordingly." - Natalie Sullivan, former retention marketing manager at Avex Designs
Bounce rates show if your list is good or bad. If the bounce rate goes over 2%, you need to act. Regular list checks can cut bounces by as much as 98%.
There are two main bounce types: hard bounces and soft bounces. Hard bounces mean the email isn't real - get rid of these fast. Soft bounces are more about small problems, like a full inbox. Watch these emails and if they keep failing for 1–3 months, remove them. Most email providers will stop sending to hard bounces on their own, but it's wise to double-check.
For a deeper look at bounce problems, using tools like Primeforge's bounce analytics can really help. They give you detailed reports and trends, which can show you problem areas like old list parts or bad lead spots - this helps you fix things without needing extra validation help.
Cleaning your email list isn't just a one-time thing. It's a continuous job that helps your sender score and makes your campaigns better. You should clean your list every six months, or more often if it's a huge list with over 100,000 people.
Here’s what to do to keep your list clean:
The aim is not to make your list smaller but to get more people to engage. A spam report rate over 0.1% or an open rate lower than 15% could tell email providers that your emails may be spam. By choosing quality over quantity, you ensure your emails reach those who really want them.
In email marketing, a smaller, well-updated list will always do better than a bigger, messy one in terms of getting the emails through and getting results.
Looking at how well your emails reach people is key to stop problems in your campaign. On most days, only about 81% of emails make it to the right spots, which means almost 1 in 5 emails don't get through because of spam traps. By keeping a sharp watch, you can spot issues soon and make sure your email system stays good.
Tim Kauble, who is the big boss of making sure emails go right at Salesforce, says that getting emails to people right is a huge part of making your email plans work:
"A conversion comes after a click, a click comes after an open, an open comes after delivery. If you focus on optimizing for delivery, you inherently maximize your opportunities for ROI."
To check how well you do, look at key things like how many bounce back, spam issues, opens, clicks, and inbox landings. These signs show how email services see your status and if your emails get through.
Your sender status is key to whether your emails go in the box or get marked as spam. Tools like Google Postmaster Tools and Microsoft SNDS give free info on your domain and IP status. Google’s tool also looks at Gmail spam rates, while Microsoft SNDS does the same for Outlook and Hotmail.
For a big view, Sender Score rates your IP from 1 to 100, while Talos Intelligence makes it simple with Good, Neutral, or Bad. If you want deep info, Primeforge’s real-time health dashboards track deeply to spot trends before they grow into big problems.
Another choice, GlockApps, tests where your emails land with seed lists. For big campaigns, tools like Instantly and Folderly give strong status control with smart tracking and alerts.
Being on a blacklist can mess up your email send out big time, so keeping an eye on blacklists is key. Blacklists are lists of IPs and domains seen as likely spam places. Tools like MXToolbox watch your domain for free, with paid plans from $129 a month for more. Their Delivery Center checks your domain and IP across many blacklists.
Spamhaus and Talos Intelligence are big blacklist names. Being listed by them can really hurt, so it’s smart to check these weekly or set up auto watch with tools like MXToolbox.
If you end up on a blacklist, act quick. Find the main cause and fix it fully. Each blacklist has its way to take you off, often needing you to explain how you fixed it. For example, Spamhaus may need a few days to look at your fix request.
Some blacklists take you off after better actions for some time, but it's always best to stop trouble before it starts. Services like ZeroBounce check emails and watch blacklists, helping you keep your list clean while telling you of status problems. Their real-time alerts let you know right away when you're flagged, so you can act fast.
For Primeforge users, the platform makes it easy with built-in watching. It checks your domain against big blacklists and quickly tells your dashboard if there’s trouble. Fast alerts help keep your campaigns smooth, letting you fix issues in hours.
Getting your cold emails to show up in inboxes is not just about luck. It's about using smart ways that make email services trust you more. Cold emails can get to open rates of 95%–98%, while marketing emails usually hit 85%–95%. This piece has laid out key steps, from proving who you are to keeping your email lists free of clutter, that help you reach these great rates.
"Email deliverability is the main factor responsible for your email landing where it was aimed – in the inbox!"
The keys to doing well involve strong sign-in rules, using special send zones, slowly getting IPs ready, making top-notch stuff, and often cleaning out your email lists. These steps help keep spam away. Knowing that 19% of all emails go missing or are marked as spam, each small step up aids in a big way.
If keeping up with all these tasks is too hard, tools like Primeforge can help you out. They take care of DNS setup, give US-based IPs made for cold calls by email, and offer their help at a low cost of $3.50 to $4.50 per mail box each month.
Even as email ways may change, these main ideas stay key. By keeping to strong sign-in, tech setup, strong stuff, and good list care, you set the stage for steady wins. As Tim Kauble from Salesforce rightly says:
"A conversion comes after a click, a click comes after an open, an open comes after delivery. If you focus on optimizing for delivery, you inherently maximize your opportunities for ROI."
SPF, DKIM, and DMARC: The Key to Safe Emails
SPF, DKIM, and DMARC are three big rules that work close to make your emails safe and make sure they get to the right place.
Using all three rules makes a strong wall against bad attacks and helps more people know you are good. This is key to making sure your emails really get through. This way, your emails are more likely to end up in inboxes, not trash.
Using a new domain for cold email work is a wise move to keep your main domain's name clean. Cold emails might lead to spam flags or get low clicks and views, which can hurt how well emails from your main domain are received.
By setting up a second domain, you can cut down the risks like being put on a blacklist or hurting your reputation as a sender. Keeping them separate makes sure your main domain is safe, so your usual emails keep reaching people's inboxes and are not marked as spam. It's simple and works well in protecting how your emails perform while you do cold email tasks.