Email communication isn't so different from traditional mail delivery.
Imagine inbox providers (such as Gmail, Yahoo, Outlook, Proton, QQ, etc.) as mailbox concierge services that offer a mailbox and manage delivery to your digital doorstep. Where does Resend fit in? We're your digital postal carrier, dropping off emails to your inbox providers.
Just as physical mail follows standards for addressing envelopes, email has specific best practices to ensure delivery:
Emails are marked as spam when inbox providers detect signs that the message is unwanted, suspicious, or low-quality.
Inbox providers evaluate the sender’s reputation based on past behavior.
There’s a big difference between receiving a trusted letter from the post office versus getting thousands of unsolicited flyers from a pizza shop down the street. The latter feels intrusive, and that’s exactly how inbox providers view emails with high complaint rates or poor sending practices.
Inbox providers constantly evaluate and reevaluate. It's not a one-change-fix-all mentality, but requires active maintenance. If the seed of suspicion is planted, it takes a while to rebuild trust.
Resend manages a high-reputation sender pool to ensure your email reaches the inbox as much as possible.
Authenticate your emails. It helps receivers identify who’s responsible for the message, confirm that the sending IP is authorized, and ensure the message hasn’t been altered in transit.
When inbox providers receive an email, they check the sender's authentication DNS records. If the records are not found or are incorrect, inbox providers may mark the email as spam, reject it, or degrade your sender reputation.
Here are the three records you should set up for every sender:
Inbox providers carefully review your emails. Here are a few things to keep in mind:
Resend offers internal tools, but you can also use third-party tools.
Resend offers email insights for each email to help you improve email deliverability.
Inbox providers have their own filters, rules, and algorithms to manage spam. They don’t share their criteria openly to protect themselves and spammers from bypassing their rules. Here are a few tools that can help you improve your email deliverability.
1. Google Postmaster Tools
Google Postmaster Tools is a free tool offered by Google that provides insights on your sender reputation. It is a fantastic way to see how an inbox provider is perceiving your email, as long as you send enough mail to anonymize the data.
2. Email mailbox messages
Google provides feedback for individual emails as well, unlike some providers, like Outlook. On every spam email, Google includes a grey box with feedback on why this particular email landed in the spam folder.
3. Yahoo! Sender Hub
Yahoo! offers a service called Sender Hub. It helps high-volume senders identify opportunities to improve how their emails are received and gives you insight into complaints reported by Yahoo.
4. Google Safe Browsing
When adding links to your emails, use Google Safe Browsing service to test them first. The tool checks URLs against a database of known malicious sites, helping protect you from linking to compromised domains.
5. Spamhaus
Spamhaus is a respected real-time blackhole list provider used by mailboxes for email filtering.
If your sending domain or URLs in your message are listed by Spamhaus, you’ll have email deliverability issues. It’s good practice to regularly check your domain, IP addresses, or emails URLs in Spamhaus to ensure they don’t appear on their blocklists.
Reach out to us if you need a hand! Our team includes deliverability experts who can guide you through the process.
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