How to avoid the spam folder

Deliverability is mostly setup plus hygiene. Four things matter, and you only need to do three of them once.

1. Set your sender identity

Go to Domains in the left navigation and find the Sender identity card. Set a sender name people recognise (usually your brand) and a Reply-to address, so replies reach a real inbox. Until you verify your own email domain, your sender address stays on the default sending address.

2. Authenticate your own domain

On the same page, the "Send emails from your own domain" section walks you through the whole process. Enter a domain you own without www (for example yourbusiness.ae), then add the DNS records shown at your domain provider. SPF and DKIM are required for sending. The tracking and DMARC records are optional and improve deliverability. Large mailbox providers such as Gmail and Yahoo expect bulk senders to publish a DMARC record, so it’s worth adding. The status changes from Verifying to Verified, usually within a few minutes, sometimes a few hours. Once the domain is verified, choose an address on it as your sender (for example hello@yourbusiness.ae), and your campaigns will go out from your own domain instead of the default one.

3. Complete your marketing identity

In Settings → Marketing, add your business name and postal address, and optionally a logo. Every marketing email automatically carries that address and an unsubscribe link in the footer. This footer can’t be removed, and it’s exactly what recipients and mailbox providers expect to see.

4. Turn on sign-up confirmation

Also in Settings → Marketing, the "Require email address confirmation (double opt-in)" option makes every new sign-up from a form confirm their address before you can email them. It costs you a few sign-ups and gives you a much cleaner list. See How forms on your pages collect leads.

Blocking happens automatically

Hard bounces, spam complaints and unsubscribes are recorded and blocked at the moment of sending. Unsubscribed and bounced contacts are excluded from every audience without you having to do anything, and a blocked recipient is logged as skipped rather than silently lost. Sequence steps check this again too, so someone who unsubscribes halfway through a sequence stops receiving it.

List hygiene habits worth keeping

• Keep an eye on the Bounced and Inactive tabs in the contact list. Inactive means no recorded activity for more than 90 days.
• Build a segment based on email activity, for example "hasn’t opened anything in the last 180 days", and either send it a re-engagement campaign or stop emailing it.
• Never import a list that wasn’t collected by you. When importing, tick the consent box only if people genuinely signed up; see Importing contacts from a CSV file.
• After every send, check your email stats in the Stats section. Delivered, open rate, click rate, unsubscribes and bounce rate are all there.

One warning

Sending is monitored. If bounce or spam complaint rates stay high over a rolling window, sending is paused automatically to protect everyone’s deliverability, including yours.