Why your emails are not being delivered 

Poor email deliverability will make your marketing efforts significantly harder. However, that’s not the only problem, you might have important information to share with your mailing list subscribers now and then which might not be delivered to some.

Poorly optimised email and domain will increase the likelihood of your emails landing in the Spam folder or never reaching the intended recipients.

There are several good practices to follow when composing an email itself, but in this post we will be focusing more on the technical configurations you want to set up correctly.

More specifically the SPF, DKIM and DMARC policies. We will explain what each of those is, what they do and why they should improve your email deliverability. 

What is SPF, DKIM and DMARC?


Sender Policy Framework (SPF) is an email authentication policy. You can register IP addresses that are authorised to send emails from your domain and should be trusted.

When emails are sent out they go through an authentication process before they reach your inbox. By adding your Mail Server IP, your deliverability will improve as emails coming from this address can be verified against your domain.


A Domain Keys Identified Mail is another method of email authentication. This method adds an encrypted digital signature to your email which is used to verify that the email has indeed been sent by an owner of the domain.

Setting this up correctly helps verify the emails message and body, including attachments have not been modified. This is also true for messages that are being forwarded.


Domain-based Message Authentication, Reporting and Conformance allows you to decide how emails that do not pass SPF and DKIM checks should be treated. It also enables you to keep track of instances when someone tries to impersonate your domain.

By configuring your DMARC policy you can choose if you want unauthorised mail to go into spam, be rejected or ignored by the recipient’s inbox. 

The main benefit of this is that you are protecting your brand reputation, which can be affected by scammers spoofing recipients using your domain. This can then negatively impact your deliverability.

On top of that it allows you to monitor who is sending emails from your domain, giving you greater insight into how your domain is being used.

You can check if you’ve correctly configured everything using the NCSC Email security check.


You must optimise your email deliverability if you want to improve the effectiveness of your email marketing, or simply want to ensure important mail reaches your recipients. 

There are various ways to do so when composing email, but as outlined in this post you need to ensure the technical side is correctly configured. 

You can do this yourself with a little bit of research, ask your current IT provider or contact us using the form below. A team member of our highly rated support team will be in touch with you shortly to help you.

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