How to make an email go to spam. Why emails end up in spam and how to deal with it - a complete guide

You have already figured out how mailing letters to clients works and even set up this promotion channel, but there is still no result. It often happens that letters end up in the Spam folder on certain mail services. In this case, an easy option that won't waste your time is to order UniSender's email sending service. If you have the time and desire, then read on what to do if clients with addresses on Mail.Ru do not receive your newsletter?

How does the Mail.Ru antispam system work?

Mail.ru has long been using artificial intelligence to keep users' inboxes as spam-free as possible. Despite the fact that spammers come up with more and more sophisticated methods over time, the postal service tries to keep up with them, solving all possible tricks and tricks in advance.

Every email that arrives at Mail.ru goes through a series of checks before it reaches the inbox.

Let's look at the main verification methods:

- trap addresses ("abandoned" email addresses that have not been used for a long time) - in the list of addresses where you send letters, there may be just such "traps", the presence of which determines the entire mailing immediately to spam (as a rule, if the list contains there is such an address, which means that you bought the database on the Internet);

- check the domain for spam - in mail ru each domain that is indicated in the address has its own reputation level, that is, if spam has already been sent from it, the next mailing will also be blocked;

- the presence of anomalies - if your number of recipients has grown too sharply, this will definitely interest "mail robots" (it is recommended to add no more than 10% of addresses to the existing database within a week);

- the main factors of behavior - of course, mail ru pays attention to the reaction of recipients (if most customers delete the letter immediately or define it as "spam", this is considered a signal to act);

- classification check - spammers more often use the same topics for their mailings (for example, selling medicines, making money on the Internet, and so on);

- mail service filters - the company uses complex algorithms that help determine whether the mailing is spam or not.

Of course, these algorithms are not always ideal.

How not to get into Mail.Ru spam?

If you do not want to fall into "disgrace", you should follow certain rules:

- never buy ready-made bases on the Internet - subscribers must agree to your mailing list themselves;

- you should not use user-generated content in your emails - in this case, a virus can get into the email, which will harm both you and your subscribers.

If the mailing is not delivered to the client, the company receives less profit. In addition, her reputation suffers. Therefore, it is important to use special services that control the delivery of letters. UniSender constantly monitors the deliverability of those emails that were sent using this service.

A client contacted us a month ago. He had welcome emails set up, but they ended up in spam. What was the percentage of emails that ended up in spam, on which email clients, how many, was unknown.

In this article I will tell you how we searched for the source of the problem and what we did to solve it. I advise you to apply the same steps if you find yourself in a similar situation.

Reasons why emails end up in spam

Getting into spam can be due to one or several reasons at once, so you need to check everything completely. First you need to figure out what kind of letters are sent, to which email clients. It is important to track the moment when emails began to fall into spam.

What to check if emails end up in spam

sender settings (SPF, DKIM, DMARC, etc.)
on which clients emails end up in spam
what kind of letters the sender sends
from where and with what parameters the mailing goes (names, domain, IP address)
sender reputation
customization of the letters themselves (layout, themes, etc.)

Step 1. Checking the settings of the sender itself

Each email sender has three settings that must be configured: SPF, DKIM, and DMARC. With these settings, mail agents protect users from spam. You can learn more about their configuration and purpose in the help of any of the mail providers.

There are many services for checking SPF, DKIM and DMARC. I use MX Toolbox or just send test emails to different emails.

To check the settings, we asked the client to send us test letters to different mailboxes (mail.ru, yandex, gmail). Then we opened each letter and looked at the settings:

Mail.ru: "Service headers";
Yandex.Mail: "Email properties";
Gmail: "Show original".

Gmail showed that everything is in order with the settings:

In Yandex.Mail, open the letter for verification, click “more” in the top menu and select “letter properties”. We saw that everything is in order:

In Mail.ru, we do the same - open the letter → “more” → “service headers”:

If the value = pass, then everything is set up correctly. Other values will depend on the situation and will tell you what exactly the sender is not properly configured for. At the client with adjustment of records everything is all right.

Of all the tests sent by the client, only those sent to Gmail were spammed. This is a good tip.

Step 2. Checking the reputation of the sender

There is such a thing as the reputation of the sender. The reputation of the sender is the history of his behavior, according to which the mailers decide whether to trust the sender or not. Everything is like in life. The reputation of the sender depends on the history of his mailings and on the reaction of users to his letters. It rises when users interact with emails:

open letters;
follow links;
add the sender to the address book;
click "not spam";
respond to emails.

Mail providers provide reputation tracking services: Postmaster from Mail.ru, Postoffice from Yandex, Postmaster Gmail. In some of them, you can track where users get your emails, users' reaction to your emails, the overall reputation for a particular email service.

Since the problem was in gmail, we decided to check the reputation there. But it turned out that the volume of mailings to gmail was not enough for the reputation information to be displayed in the Google postmaster:

This is a feature of gmail mail - the reputation of the sender is displayed if he sends at least 200-500 letters per day to Google mailboxes. Our client was sending a lot less, so there was no reputation.

Another feature is the lack of a support service for mailing problems. For example, in Mail.ru and Yandex, if necessary, you can contact the support service, where you can get advice to avoid spam in the future, or get advice. At Google, people do not participate in such processes, everything is determined automatically using the anti-spam system, and all recommendations are described in the help.

Step 3. Checking the domain and IP reputation

Next, we check the overall reputation of the domain and the IP address of the client, and whether he was blacklisted (black list, block list). We use https://mxtoolbox.com/blacklists.aspx for this. If you want to check yourself, then the link will open a page where you need to enter the domain or IP address from which you send mailings:

After checking, a list of blocklists will be visible. Opposite each of them, information will be displayed whether the resource being checked is in one of the lists or not. A green checkmark and "OK" means that the requested resource is not on this blacklist:

The list of blocklists is quite large. They mostly fall into unscrupulous senders. But sometimes there are good ones. This usually happens after a drastic change in the volume of mailings, the start of using new resources for sending, an increase in user complaints about the sender's letters. Sometimes an IP or domain gets into some block list by mistake. After hitting at least one of them, the sender's reputation deteriorates, because many email clients check the sender for his presence in the block lists.

The most famous blacklists are "BARRACUDA" and "Spamhaus". If you hit one of them, then your mail will simply not be delivered to some mail systems. If you find yourself on one of these lists, take immediate action. We have instructions in the knowledge base, .

Our client had no problems with block lists. So you need to check further.

Step 4. Checking the "grey list"

Moving on to the next feature of gmail - the gray list (gray list), or, as we often call it, "no reputation". Not only Google has this feature, but it plays a greater role in it than in other mail systems. The fact is that new IP addresses and domains from which mail has not yet been sent or sent in very small quantities do not have a reputation, and different mail systems treat this differently.

For example, by sending test emails from such addresses and domains to Mail.ru and Yandex mailboxes, you will most likely end up in your inbox. But not so with Google. It determines the reputation individually for each user, and after that builds a general one, which still matters less than an individual one. To build a reputation in gmail from the very beginning, you need to send emails to your subscribers, even if they come in spam.

This is where your reputation begins - the reaction of users. If users really wanted to receive these letters, they will read them and click "not spam". No one knows what percentage of people need to do this in order for your reputation to grow and new letters to come to your inbox. But it works like this: clicked "not spam" → moved the message to the inbox → the next letter will come to the inbox. Clicking "spam" works exactly the same. So it turns out that for each user your reputation will be different.

It is impossible to know for sure whether this is the reason for the spam of the client's letters, but it is likely that it is. However, before making a final conclusion, you need to check the rest.

Step 5. Checking the html layout of the email

Valid layout is another factor that helps email clients know that your email is not spam. Unsolicited mailings are done “quickly”, and few people in such mailings pay attention and time to high-quality layout. We have, and in the blog - a detailed description, with code examples.

We asked the client to send emails in .html format. Code part:

The layout turned out to be a lot of incorrect, here are a few points:

dir="ltr" - this parameter is used to display the text from left to right, it is practically not used, it is superfluous.
font-size:14.6667px is a weird size for a font, just 14px is enough.
font-size:11pt;margin:0pt - pixels (px) are used in letter layout. Points are not so reliable for correct display, so they are not used. And it is wrong to use dimensions in both sizes at the same time.
id=docs-inter… - it is clear that this is an identifier, but it is not clear why it is here.

Most likely, the letter was made through a visual editor, and then the html code was copied from there. That's a lot of extra code. It is unlikely that a person wrote down such values manually.

In addition to extra code, there was not enough mandatory. For example, the layout of the letter should begin like this:

Then everything else. The client's letter contained several html tags, there was no common table (letters use tabular layout), the letter was not adapted for different devices, which was very noticeable when viewed from a mobile phone.

Apparently, letters end up in spam because of layout. We make it as simple as possible - we set a table with understandable and working parameters, add content to it:

We send tests to 6 gmail boxes. Two in spam, four in promotions. The result is already very good, since most of the letters came to the "inbox". This is quite predictable, since sometimes extra and incorrect code is perceived by mail systems as spam.

Then we tried to correct the layout a few more times, but the letters continued to sometimes end up in "spam". This means that the layout really needed to be corrected, but this alone was not enough to get all the letters into the inbox.

Sometimes not only incorrect code, but also some components of the letter (texts, html fragments, subject line, sender's name, sender's address) can affect the delivery of letters. We tried to change these parameters and tested the options. But any changes to these values did not lead to an improvement.

What was found during the audit:

To sum up, we found that:

records and settings are fine;
there are no problems with the reputation of the sender, domain and IP;
resources do not appear in blacklists;
there is no reputation on gmail - this affects the deliverability, you need to earn it;
layout errors prevent letters from getting into the inbox.

The conclusion is quite simple: for google mail, the sender's reputation is not enough for letters to get into the inbox. And there are two ways out of the situation: earn a reputation or change the sender.

What has been fixed

In addition to correcting the layout, it was necessary to earn a reputation. But the volume of the client's mailings was not enough to do it quickly, so we decided to change the sender.

To do this, we created an account in MailChimp. To send letters, they use shared IP addresses (the so-called “pools”) from which mailings have already been sent. In other words, different emails are sent from these IP addresses from different accounts. Accordingly, they have a reputation, and your mailings will not be the first - you won’t have to build a reputation from the very beginning.

Tested several times - the result is positive - letters in the "inbox". This means that the reason for getting letters into "spam" is found. At the same time, they tried to send the original letter sent by the client. Tested several times - comes to "spam".

Now the client sends letters through MailChimp, and the layout is being redone.

If you do not have the opportunity to change the sender, you will have to increase the reputation on your own. To do this, you need to send only good letters, try to do it more often and better. You can add a call to respond to the mailing list in the letter or add your address to the address book - these actions improve the reputation. The time for which you can improve your reputation is individual for each case.

This is just one of many cases that happen to clients. This time everything was quite simple, and the causes were easily tracked. If your case is not at all like this, then below are general recommendations for mailings and maintaining the reputation of the sender.

How to avoid getting spam emails

In general, the cases of letters getting into "spam" are quite unique. It is always possible to understand this and improve the situation. If for some reason you cannot figure it out yourself, you can always contact us - we will definitely help you :).

Make sure you send emails that users want to receive. Use Double Opt-in (double email confirmation) to avoid complaints or sending to non-existent addresses. Keep track of the percentage of complaints. If it rises, then you need to find the cause and take the necessary measures.
Keep track of your subscriber base, validate it regularly. Do not send emails to users who have not been active in mailing lists for a long time.
If your letters end up in "spam", there may be more than one reason. Often it is a combination of many reasons.
Letters from new resources will not always come to the "inbox", since without a reputation they are considered undesirable by default. Build reputation gradually with good, valid emails and newsletters, or use proven resources to send. Consider the peculiarities of mail systems.
Make sure you have everything set up correctly as a sender. The technical part of the newsletters is no less important than their content. A good reputation is necessary, but it develops over time (depending on the volume and quality of emails sent), and you can’t earn it quickly. If you want good and stable mailings, then you should not hurry. If you want to speed up the process of gaining reputation, be careful - a large volume of letters sent abruptly can have a very bad effect on your resources initially. Correcting this later will be very difficult or impossible at all. The initial volumes of sending should not be large if mailings have not yet been sent from your resources.
Watch the quality of layout, it is important not only for readers, but also for email clients. Pay attention to the sender's name, message subject, sender's address, and the general content of the email. Sometimes senders who want to get the attention of subscribers neglect the quality of the text and use techniques that are used in spam, for example, a lot of exclamation marks or capital letters.
Conduct preventive checks on your mailings. Check your resources for presence in blacklists, send yourself tests, check the display of emails on different devices before sending, monitor the percentage of emails opened. With a sharp decrease in it, it can be assumed that your letters end up in the spam folder for users, and urgent action needs to be taken.
If you contact the support service of the mail service, then provide them with all the necessary information so that they can help you quickly and efficiently. Know the history of your mailings, as well as what you are sending, to whom and how much.
Try not to send your newsletters too infrequently or too often. The stability of your mailings and schedule will help you not only with deliverability, but will also let your users know when they can expect your emails and how many.

Most courses on online earnings are associated with the sale of affiliate programs. For the seller, this is just a link that you need to “pop” anywhere and wait for someone to click on it and buy the course offered by the partner. There are different ways to distribute such links: on social networks, on forums and third-party sites, on your blog, through paid advertising, and also through email newsletters. For example, Sergey Kamardin offers such work with affiliate programs. You can. We will focus on the last one - email marketing and tell you how to make a mailing list so that emails do not end up in spam.

How simple it all seems at first glance: I cooked up a letter, inserted an affiliate link, set up automatic mailing and wait for the money to flow into the wallet. Well, it's not that simple! You are waiting for sales, but suddenly you find that none of your letters have reached the goal. Emails ended up in spam, and your account was banned for intrusive mailing.

We don't know exactly how anti-spam filters work, but there are some obvious tricks that can help keep emails from ending up as spam.

What can I do to prevent emails from being classified as spam?

We have compiled a list of what needs to be done so that your letters reach your target audience.

1. Connect monitoring services for your mailing lists in all popular mail services: postoffice.yandex.ru, postmaster.mail.ru, postmaster.google.com, postmaster.aol.com, help.yahoo.com/kb/postmaster. They help track the movement of your letters throughout the day, their deliverability. If a problem occurs, you will be able to find out about it in time, see which letters got into spam, what they contained, when and to whom they were sent.

2. Your letters must contain: DKIM record(confirms that the letter came from the sender who is written in the address), DMARC entry(verifies authentication and sends reports) SPF record(protects your domain from forgery). Thanks to them, both the recipient and the robot will be sure that your account has not been hacked or forged, and that it was you who sent this letter. This inspires confidence and increases not only the percentage of hits in the inbox, but also the open rate of letters.

3. Each letter must contain information why the person received this letter: because he subscribed to your blog, for example. Usually this is not a very noticeable postscript below, in the footer, in the format: “You received this letter because you subscribed to our newsletter - and a link to the site.”

4.Unsubscribe link must be obligatory, and it must be clearly visible and not hidden by anything. If it is not there or the person cannot find it immediately, then he will click on the “Spam” button. This will greatly damage your reputation, and if there are a lot of such complaints, then all your letters will end up in spam. Better write at the bottom that “you can always unsubscribe from such and such a link, but then you will miss out on a lot of interesting things.” If a person does not want to receive a newsletter from you, then he is not your target audience and there is nothing to keep him for.

How the spam filter works

5. It would be nice to add to every letter information about the subscriber: subscription date, IP address from which this subscription was made. To prove to a person that he really signed up, even if he completely forgot about you. This can be easily done on the mailing services you use.

6. Check that your IP and IP service are not in the spam database. You can do it here: 2ip.ru/spam/

8. In letters should not be “spam words”. To prevent your emails from being classified as spam, these words cannot be used in either the text or the subject of the email. These are the most popular words in sales, such as: sale, earnings, free, buy, 100%, etc. To find out if there are such “stop words” in your letter, you can check the letter on a free service, for example, emailcheck.ru or spamtester.bazaaremail.com

DO NOT SPAM

First and foremost rule.

Write a Reverse DNS Record (PTR)

The PTR record must contain a domain or subdomain that refers to the server. For all servers of a simple (shared) site hosting, a reverse DNS record is already registered. If you ordered a VPS server, write a reverse DNS record according to the instructions

Set up an SPF record

The SPF record must have a valid value. It should contain information about all the servers from which you send mail. .

Sign messages with a DKIM key

For shared hosting

Sign messages with DKIM only possible on hosting with a control panel ISPmanager 5.

Gmail Bulk Email Guidelines
Yandex requirements for honest mailings
Rules for mailing lists from Mail.Ru

Message requirements:

use the same "From" address in all mailing messages;
The e-mail from which the mailing is carried out must exist. If an autoresponder is set up, the text of the autoresponder should contain clear instructions by which you can be contacted;
your customer should be able to unsubscribe with a clear and prominent link that leads to the unsubscribe confirmation page and does not require any additional data from him, except for confirmation.

Subscriber base requirements:

update your subscriber base. Your database may contain already non-existent addresses from which fenders can come. Such addresses should be removed from mailing lists;
do not send messages to users who are not interested in your newsletter. It is desirable to periodically request the consent of users to receive messages in the future. Over time, interest in your mailing list may weaken and it is much better if the user unsubscribes from your mailing list than marks your message as SPAM.

Email marketing is one of the most accessible and effective types of marketing. But its effectiveness is reduced to zero if your email campaign gets into spam.

In this article, we will analyze how to properly work with email marketing tools so that your emails are delivered to subscribers.

How do you know if emails end up in spam?

Letters end up in spam in Outlook, gmail, mail.ru, Yandex mail.

What to do to avoid this, read in this article.

The easiest way is to register email addresses in popular mail providers (gmail.com, mail.ru, yandex.ru) and add them to your mailing list. If at least one of the addresses stops receiving letters, you urgently need to understand the reason. After all, if the letter did not come to you, then your subscriber might not come either.
Postmaster, Postoffice, Mailmonitor services allow you to see complete statistics on sent mailings: how many letters were sent, how many were read, how many got into spam, etc.
Domain statistics. After sending an email campaign, track domain statistics in your email service report, if available. If the indicators for one or more domains have fallen, this is a wake-up call.

Why do emails end up in spam?

In most cases, emails end up in spam due to just a few settings. It only takes you a few minutes to make adjustments to your domain records, and your emails are more likely to end up in your inbox.

First, let's define some concepts.

Domain is the address of your site. It consists of a name and a domain zone (.com, .ru, .ua).

DNS records are records about the correspondence between a name and service information in the domain name system. They are designed to link your site to the server and prevent attackers from acting on behalf of your site.

SPF not configured

SPF (Sender Policy Framework) is a special DNS record. It contains a complete list of IP addresses from which it is allowed to send email campaigns on behalf of the domain.

After setting up an SPF record, email providers will understand that it was you who sent the email from your company's domain. Since there are many cases in history when attackers sent mailings from other domains to steal personal data.

To set up SPF, you need to determine from which IP addresses you will send emails.

If you send emails from your IP, then you need to create an SPF record yourself in accordance with the syntax of the .

Then open the domain TXT record in the editor (in the interface of your domain name registrar website) and specify the received SPF record in it. After 6–12 hours, the value will be updated and made available to all DNS servers.

To check if your DNS settings are correct, use one of the following services:

Without setting up an SPF record, there is a high chance that your mailing will end up in spam. Since this is a mandatory requirement of most email providers.

DKIM not configured

DKIM (Domain Keys Identified Mail) is a unique digital signature. Placed in the header of the email to confirm that sending the email is authorized by the domain owner.

If you use email marketing services, DKIM settings are done automatically. At the same time, technically, mailings are conducted on behalf of the mailing platform.

If you conduct mailings "on your own", without third-party platforms, you need to generate a DKIM key yourself. To do this, use the DKIM Core service. And when setting up a signature, OpenDKIM will help you.

The presence of a DKIM key is a prerequisite for mail providers. Without DKIM, your emails will be sent. However, there is a high chance of getting into spam.

DMARC not configured

DMARC (Domain-based Message Authentication Reporting and Conformance) is one way to protect subscribers from phishing attacks using your company's domain.

A phishing attack consists in sending a mailing list to users from the domain of a well-known company. When a person opens the letter, he is offered to download a file that allegedly contains important information. While, in fact, a download file is a program that steals personal data from a computer: logins and passwords, credit card information, phone numbers, etc.

DMARC checks if the email passed SPF and DKIM checks. That is, whether the SPF record contains the email address from which the letter is sent, as well as the result of checking the DKIM digital signature.
By default, once a day you will receive a report on the results of DMARC checks.

If the verification fails, you will receive a notification of the failed verification by email. Such a letter comes after each failed check. That is, if 5,000 mailing letters do not pass the test, then 5,000 letters with notifications will come to your mail. Therefore, you should use a separate email address to receive DMARC reports.

You can learn more about setting up and using DMARC on the official website dmarc.org.

The use of DMARC is optional. However, it is this tool that will help you protect your mailings from getting into spam.

Purchasable mailing lists

Buying an email database is a bad idea.

Let's imagine the situation: during the year you developed your business and replenished the subscriber base by 20 thousand people. You regularly send mailing lists to them, so the mail provider understands how many people you have in the database.

And so, you decide to quickly accelerate your own development. You buy a database with contacts of 200,000 people and start doing mailing lists for them. At such moments, the mail provider understands that such a growth in the subscriber base is unnatural, and will send all your letters to the spam folder.

Lack of double opt-in

Double Opt-in is a confirmation of consent to receive the newsletter. Implemented by automating email newsletters. A classic example is a registration or subscription confirmation email.

Double Opt-in is implemented as follows: a person receives a letter, opens it and follows the link. The mail provider understands that he most likely did this deliberately. Accordingly, the subscriber's email address was not obtained illegally.

Domain and IP address not warmed up

If you sent only personal letters or triggered mailings, and then decided to send mailings to the entire subscriber base, the probability of getting into spam will be very high. Email providers will suspect that hackers have hacked into your site and started spamming.

To avoid such situations, you need to “warm up” your subscriber base. It looks like this:

Send no more than 1,000 emails on the first day. At the same time, do not make the sending instant - stretch it for several hours.
Increase your mailing volume by approximately 30% daily.
Send emails every day.
Analyze deliverability, opens, clicks, complaints on a daily basis. If the indicators worsen, reduce the daily mailing volumes again.

How not to get into spam?

First of all, it is necessary to carry out the settings indicated in the previous paragraph of the article. They will minimize the hit of letters in spam due to technical factors. But, unfortunately, this cannot guarantee 100% deliverability of your newsletters.

Never forget that you are sending mailings to your subscribers - people, and not to mail providers. If the subscriber is not interested in reading your letters, he will easily transfer them to spam with the click of a button. So always try to make your emails interesting and relevant to your client.

Each letter should have a subject. It should briefly reflect the essence of the letter. Do not make it too long so that it takes up the entire line. Also, do not write all the words in the subject line in capital letters.
Send mailings from a corporate address. Otherwise, many email providers will recognize your emails as spam.
Be sure to add the option to unsubscribe from the mailing list. Firstly, many mail providers send emails to spam because they do not have the ability to unsubscribe. Secondly, if the subscriber is not interested in your newsletters, let him simply unsubscribe from them. Otherwise, he will have to complain about spam, which will lower the rating of your IP and domain with email providers.
Don't mess with letters. How often you send bulk emails is highly dependent on your niche and your style of communicating with customers, so there is no universal advice here. The standard frequency is 1–2 emails per week. Experiment and you will definitely find out how many emails are optimal for your business.
Content is everything. No matter how correctly and efficiently you set up mailing lists, your letters will end up in spam if users are not interested in reading them. Therefore, it is necessary to understand your audience well - its needs and preferences.
Picture letter. Always be sure to include a text message in your mailing lists. If you send only a picture to subscribers, the letter can be identified as spam.
Do not change the sender's name unnecessarily. The user may simply not recognize your company if the letter comes from an unknown sender. He will not understand the details, but simply click on the “Spam” button.
Segment your base to maximize personalization.

What should I do if sent emails end up in spam?

If more than 1% of your emails end up in spam, this is a wake-up call.

Therefore, it is necessary to quickly find out the cause of getting into spam and eliminate it.

Checklist for determining the cause of spam:

Check your SPF and DKIM settings.
Remove non-existent and deleted email addresses from your database.
Analyze the content in emails. It may not comply with the rules of the mail providers.
Make sure new subscribers are added using the Double Opt-in mechanism. Otherwise, the number of spam complaints can be more than 1.5%.

How to analyze mailings?

Posmaster is a newsletter analysis tool. All major mail providers provide it.

With this tool, you can find out the level of deliverability of letters, the unsubscribe rate, what problems occurred during the delivery process, as well as other useful metrics.
The postmaster service is provided by the following mail providers:

Consider the work of the postmaster service on the example of Mail.ru.

To connect a postmaster, register your mail on Mail.ru and go to the postmaster page.

Then, add your site's domain and verify the rights to it using an HTML file, meta tag, or DNS. If the verification was successful, you will have access to the mailing statistics.

The statistics display the following parameters:

The number of emails sent.
Number of complaints (clicks on the "Spam" button).
The number of open emails.
Number of emails deleted after being read.
Reputation - the average percentage of complaints over the past month. Reputation is calculated as the ratio of the number of complaints to the total number of emails sent.
The trend is the change in the number of complaints in the last week in relation to the last 30 days.
The percentage of emails that were successfully delivered.

In addition, the Mail.ru postmaster allows you to see the dynamics of the indicator of interest on the chart. Thus, you can immediately understand whether you are moving in the right direction.

Conclusion

Deliverability is a key email marketing metric. After all, if your mailings end up in spam, their effectiveness is extremely low.

Regularly monitor your deliverability rate with reports from your email marketing service or postmaster. If more than 1% of emails end up in spam - check your SPF and DKIM settings, clear your database of inactive subscribers, make sure you use the Double Opt-in mechanism.

When developing an email marketing strategy and writing emails, always think about sending the right email to the user at the right time.