You can write the perfect email sequence, but it is worthless if it lands in spam. Email deliverability — getting your messages into the inbox — is a technical foundation most businesses ignore until their results quietly collapse. Here is what matters.
Authentication is non-negotiable
Three records tell inbox providers your email is legitimate: SPF (which servers can send for you), DKIM (a signature proving the message was not tampered with), and DMARC (a policy tying it together). Without these correctly set up, your emails are far more likely to be filtered — and major providers now effectively require them.
Protect your sender reputation
Inbox providers score your domain reputation. Sending to bad addresses, getting marked as spam, or blasting cold lists all damage it. Keep your list clean, remove people who never engage, and never buy lists.
Habits that keep you in the inbox
- Warm up new sending domains gradually.
- Make unsubscribing easy — it protects your reputation.
- Send relevant, wanted content; engagement is a positive signal.
- Avoid spammy subject lines and misleading claims.
This underpins every email automation sequence and your broader marketing automation.
Frequently asked questions
How do I set up SPF, DKIM and DMARC?
These are DNS records added to your domain. Your email platform provides the values; we can help configure them.
Why did my deliverability suddenly drop?
Usually a reputation hit: a spam-flagged send, a stale list, or a missing authentication record.
Does a custom domain help?
Yes. Sending from your own authenticated domain is far better than a free address for both deliverability and trust.
Free tools to turn your website into a lead machine
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📈 Free Website Scorecard — score your site across design, conversion & growth in 90 seconds.
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Related reading
- The Best Marketing Automation Tools for Australian B2B (2026)
- HubSpot vs ActiveCampaign: Which CRM Is Right for Your B2B?
- Zapier vs Make: Which Automation Platform Should You Use?
- Marketing automation guide
- More B2B growth guides
Want help putting this to work? Book a free strategy call.
Need a hand with this?
Pipeline Plan builds websites and automation for businesses on the Mornington Peninsula and across Australia. Tell us what you are working on and we will come back within one business day.
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