What Is Email Deliverability and How Is It Fixed in SetupUpdated 5 days ago

Email deliverability is whether emails actually arrive in inboxes rather than spam or being blocked entirely. Technical errors in deliverability cause legitimate emails to disappear — without the sender knowing and without the subscriber ever seeing them.

Setting deliverability up correctly is one of the most technical parts of the setup and one most commonly skipped by brands configuring email platforms themselves.

The deliverability configuration I complete includes three DNS records:

SPF (Sender Policy Framework) — tells receiving email servers which services are authorized to send on behalf of the brand's domain. Without it, emails are treated as suspicious.

DKIM (DomainKeys Identified Mail) — a cryptographic signature verifying every outgoing email genuinely came from the authorized sender:

• One of the strongest trust signals a brand's emails can carry
• Without it, well-written emails still land in spam for a meaningful portion of recipients

DMARC — tells receiving servers what to do when an email fails SPF or DKIM checks. It protects the brand domain from spammers spoofing the address.

All three DNS records get added and tested to confirm they are reading correctly before any email is sent through the configured platform.