Digital Empire
The best-written sequence is worthless in spam. Deliverability is the real game — here's how to win it.
Infrastructure first
Use dedicated sending domains (not your primary), authenticate with SPF, DKIM and DMARC, and warm mailboxes gradually. Sending volume from a cold domain is the fastest way to the spam folder.
Volume discipline
Ramp slowly and cap daily sends per mailbox. Spread volume across multiple warmed mailboxes rather than blasting from one. Sudden spikes look like exactly what spam filters hunt for.
Engagement is the signal
Modern filters weigh replies and opens heavily. Tight targeting and a relevant first line beat clever templates — a smaller, well-matched list outperforms a big cold one.
Stay compliant
Honor unsubscribes instantly, include a real identity, and follow CAN-SPAM and regional rules. Our outbound agent Mercury runs the sequences, and Themis verifies compliance and unsubscribe handling before anything sends.
A simple pre-send checklist
Separate sending domain? SPF, DKIM, and DMARC passing? Mailboxes warmed for at least a few weeks? Daily sends capped and spread across mailboxes? List tightly targeted with a relevant first line? Unsubscribe and identity handling compliant? If every box is checked, you’re sending on solid ground.
Why deliverability is a system, not a setting
Inbox placement isn’t one switch — it’s infrastructure, volume discipline, engagement, and compliance working together over time. Neglect any one and the others can’t save you. Treat it as an ongoing practice and your reply rates stay durable.
Related: Comms & Outbound · Mercury
Deliverability questions
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