# Email Deliverability Deliverability is the art and science of getting your emails into your subscribers' inboxes instead of their spam folders. Good deliverability requires proper technical setup, healthy sending practices, and quality content. > Bento handles much of the technical complexity for you, but understanding these concepts helps you make better decisions and troubleshoot issues when they arise. --- ## Deliverability Checklist {{ id: 'deliverability-checklist' }} Use this checklist to ensure you're set up for success: ### Technical Setup | Task | Status | Guide | | ------------------------- | ----------- | ------------------------------------------- | | Add SPF record | Required | [DNS Setup](/docs/dns) | | Add DKIM record | Required | [DNS Setup](/docs/dns) | | Add DMARC record | Required | [DNS Setup](/docs/dns) | | Enable link branding | Recommended | [DNS Setup](/docs/dns) | | Complete account approval | Required | [Approvals](/docs/deliverability/approvals) | ### Sending Practices | Task | Status | Guide | | --------------------- | ------------------------ | -------------------------------------------- | | Warm up new domain | Required for new senders | [Warmup Guide](/docs/deliverability/warmup) | | Understand send caps | Required during warmup | [Sending Limits](/docs/deliverability/sending_limits) | | Clean imported lists | Required | [Import Guide](/docs/migrations/import) | | Remove bounced emails | Automatic | [Bounce Guide](/docs/deliverability/bounces) | | Honor unsubscribes | Automatic | Built into Bento | ### Content Quality | Task | Status | Impact | | ---------------------- | ----------- | ----------------- | | Personalize emails | Recommended | Higher engagement | | Clear sender name | Required | Brand recognition | | Easy unsubscribe | Automatic | Legal compliance | | Mobile-friendly design | Recommended | Better engagement | --- ## DNS & Authentication {{ id: 'dns-authentication' }} Email authentication proves to inbox providers (Gmail, Yahoo, Outlook) that you're a legitimate sender. Without it, your emails are much more likely to land in spam. ### The Three Pillars **SPF (Sender Policy Framework)** Tells receiving servers which IP addresses are allowed to send email from your domain. Think of it as a "permission list" for your domain. **DKIM (DomainKeys Identified Mail)** Adds a digital signature to every email, proving it hasn't been tampered with and really came from you. **DMARC (Domain-based Message Authentication)** Tells receiving servers what to do if an email fails SPF or DKIM checks. Also enables reporting so you can monitor authentication. > ⚠️ **Warning** > As of February 2024, Gmail and Yahoo require SPF, DKIM, and DMARC for senders sending more than 5,000 emails per day. We recommend setting these up regardless of your volume. ### Setting Up DNS Bento provides all the DNS records you need: 1. Go to **Deliverability** → **DNS Records** in your Bento dashboard 2. Add the provided records to your domain's DNS settings 3. Click **Validate DNS Records** to confirm they're working See our [DNS Setup Guide](/docs/dns) for step-by-step instructions for your DNS provider. --- ## Domain Warmup {{ id: 'domain-warmup' }} When you start sending from a new domain or IP address, inbox providers are suspicious. They've never seen you before, so they need proof you're legitimate. Warmup is the process of gradually building that trust. ### Why Warmup Matters - New domains have no reputation (neutral, not good) - Sending too much too fast triggers spam filters - Building reputation takes consistent, engaged sending over weeks ### Warmup Strategy 1. **Week 1-2**: Send only to your most engaged subscribers via automations 2. **Week 3-4**: Add small broadcast sends to engaged segments 3. **Week 5+**: Gradually increase volume while monitoring metrics > Warmup isn't just about volume - it's about engagement. 1,000 emails with 40% opens builds reputation faster than 10,000 emails with 5% opens. See our [Domain Warmup Guide](/docs/deliverability/warmup) for detailed schedules and strategies. --- ## List Hygiene {{ id: 'list-hygiene' }} A clean email list is essential for good deliverability. Sending to invalid addresses, spam traps, or disengaged subscribers hurts your sender reputation. ### Best Practices **When Importing** - Don't import purchased lists (ever) - Remove bounced emails from previous providers - Import unsubscribes and mark them as unsubscribed - Clean old lists before importing **Ongoing Maintenance** - Bento automatically removes hard bounces - Consider re-engagement campaigns for inactive subscribers - Remove subscribers who haven't engaged in 6-12 months - Use double opt-in for new signups ([setup guide](/docs/deliverability/double_optin)) ### What Bento Handles Automatically | Action | When | | ------------------------ | ------------------------ | | Unsubscribe on hard bounce | Immediately on bounce | | Block spam complainers | Immediately on complaint | | Track engagement | Continuously | | Retry soft bounces | Up to 72 hours | --- ## Content Best Practices {{ id: 'content-best-practices' }} What you send matters as much as how you send it. Inbox providers analyze email content to determine if it's wanted or spam. ### Do - Write compelling subject lines (but don't mislead) - Personalize with subscriber data - Include a clear call-to-action - Make unsubscribing easy (Bento adds this automatically) - Test emails before sending ### Don't - Use ALL CAPS or excessive punctuation!!! - Include too many links or images - Use URL shorteners (they're associated with spam) - Send image-only emails - Use spam trigger words excessively ### Subject Line Tips | Good | Avoid | | --------------------------------- | --------------------------- | | "Your weekly digest is ready" | "FREE!!! ACT NOW!!!" | | "Quick question about your order" | "You won't believe this..." | | "3 tips for better emails" | "Urgent: Read immediately" | --- ## Monitoring {{ id: 'monitoring' }} Watch these metrics to catch deliverability issues early: | Metric | Healthy Range | Warning Signs | | ---------------- | ------------- | ------------- | | Open rate | 20-40% | Below 15% | | Click rate | 2-5% | Below 1% | | Bounce rate | Under 2% | Above 5% | | Spam complaints | Under 0.1% | Above 0.3% | | Unsubscribe rate | Under 0.5% | Above 1% | > ⚠️ **Warning** > A sudden drop in open rates often indicates deliverability problems. Check your DNS records and recent sending patterns if this happens. ### Tools - **Bento Dashboard**: Monitor engagement metrics in real-time - **Deliverability Monitor**: Track inbox placement (available in Bento) - **Google Postmaster Tools**: See how Gmail views your domain --- ## Guides {{ id: 'guides' }} Dive deeper into specific deliverability topics:

DNS Setup

Configure SPF, DKIM, DMARC, and link branding

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Domain Warmup

Build sender reputation with a gradual warmup strategy

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Sending Limits

How daily send caps work during trial and warmup, and how to increase them

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Double Opt-In

Verify subscribers and improve list quality

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Bounce Handling

Understand bounce types and how Bento handles them

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Account Approval

Complete the approval process to start sending

Sending Pools

How IP pools work and when to consider dedicated IPs