Deliverability for newsletters

Newsletters are one of the hardest things to deliver reliably because they go to many people at once and are easy to mark as spam. Here is how to keep yours reaching the inbox.

Foundations:

• Set up SPF, DKIM and DMARC, aligned with your sending domain.
• Send through a proper email marketing platform or SMTP relay, not a standard hosting mailbox - these handle volume, unsubscribes and analytics, and protect your reputation.
• Warm up a new sending domain or subdomain gradually.

List quality:

• Only email people who opted in. Never buy or scrape lists.
• Clean your list regularly - remove hard bounces and long-inactive subscribers. Providers reward engagement and punish sending to dead addresses.
• Consider re-engagement campaigns for inactive contacts, then remove non-responders.

Content and compliance:

• Include a clear unsubscribe link and honour it immediately.
• Keep a good text-to-image ratio and avoid spam-trigger wording.
• Use a consistent, recognisable From name and a real Reply-To on your domain.

Monitor: watch open, bounce and complaint rates and your DMARC reports; test with mail-tester.com before big sends. Major providers now require authentication and easy unsubscribe for bulk senders, so treat these as mandatory. If you would like help configuring a marketing platform with your domain and correct DNS records, our UAE team is available 24/7 - WhatsApp +971 58 553 6767 or support@dirhamaday.ae.