Why deliverability matters
Your cold email strategy is only as good as your deliverability. If your emails land in spam, nothing else matters — not your copy, not your offer, not your targeting.
The fundamentals
Start with a dedicated IP address. Shared IPs mean shared reputation, and one bad actor can tank your inbox placement overnight.
- Use dedicated sending infrastructure
- Warm up new mailboxes gradually
- Monitor bounce rates daily
- Authenticate with SPF, DKIM, and DMARC
Advanced tactics
Once you have the basics covered, focus on ESP matching — routing emails through providers that match your recipient's mail server. This dramatically improves inbox placement.
The difference between 30% and 80% inbox placement is infrastructure, not copywriting.
Monitoring is non-negotiable
Run inbox placement tests before every campaign. Track blacklists continuously. Auto-pause mailboxes that show declining engagement.