What decides whether your email reaches the inbox
Most senders blame the subject line. Inbox providers barely look at it. They look at whether your domain is authenticated, whether the people on your list asked to hear from you, and whether your sending volume grew at a believable pace. This guide covers all three, in three short emails.
The three records that authenticate your domain
SPF says who is allowed to send
SPF is a single DNS record listing the services allowed to send for your domain. Here is the trap: a second SPF record does not add a sender, it makes the check fail outright, and both senders lose. If you added a new platform and someone published a second record next to the old one, your authentication is off, not doubled.
DKIM signs the message
DKIM adds a cryptographic signature, so a receiver can tell the message was not altered on the way and really came from your domain. It sits in its own selector record, and it is the record most senders never publish at all.
DMARC tells receivers what to do
DMARC ties the two together and tells inbox providers how to treat a message that fails. The same trap applies: two DMARC records cancel each other out. Start at p=none with a reporting address so you can see who is sending as you, then tighten.
A clean list beats a clever subject line
Bounces and complaints are what count
Inbox providers weigh bounces and spam complaints far more heavily than anything you write. A list you bought, or one you have not mailed in two years, produces both. Clean it before you send, not after the first campaign has already cost you your reputation.
What to remove before you send
Remove addresses that hard bounced, addresses that never opened across many sends, and role addresses that were never a person to begin with. A smaller list that engages is worth more than a large one that does not.
A new domain has to be warmed
Why a sudden volume looks suspicious
A domain with no sending history that suddenly pushes out a hundred thousand messages looks exactly like a domain someone has taken over. Start small, grow the volume over days, and send to your most engaged recipients first so the early signals are positive.
Warm-up is not optional
Warm-up is not a trick. It is the only way a receiver learns that you are a real sender, and it is the step most often skipped when a company moves to a new domain.
Get the guide, three emails
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Frequently asked questions
Is the guide free?
Yes. Three emails, nothing to pay, and an unsubscribe link in every one of them.
Do I need a Meser10 account?
No. The guide is about your domain and your list, and it applies whichever platform you send from.
Will this fix my deliverability on its own?
No. It tells you what to check and in what order. Most of the damage we see comes from one of these three, and all three are things you can verify yourself.
What is Meser10?
Meser10 is an Israeli email and SMS platform, running since 2009. It lets you attach files up to 22MB inside the message itself, something Mailchimp and most global platforms do not offer at all, and it reaches recipients who browse on kosher and filtered devices.