Outbound engine · Deliverability
Emails landing in spam? Find the cause, then fix it.
We investigate why your outbound is underperforming — authentication, reputation, list quality, volume or content — and work through the fixes in order of impact.
| Area | What we look at | Status |
|---|---|---|
| Authentication | SPF, DKIM and DMARC present and aligned | Pass |
| Blocklists | Sending domains checked against major lists | Pass |
| Bounce rate | Recent sends, by mailbox and campaign | Review |
| List quality | Verification status and where the data came from | Review |
| Sending volume | Daily volume per mailbox and ramp-up history | Adjust |
| Content | Links, tracking, images and wording | Check |
| Provider signals | Google Postmaster Tools and Microsoft SNDS | Monitor |
Outbound engine
Signs something is wrong
Deliverability problems rarely have a single cause. A careful review separates the symptoms from the actual problem before anything is changed.
- Reply rates dropped sharply without any change to your offer or audience
- Bounce rates are rising, or your sending platform has paused a mailbox
- Test emails to your own accounts are landing in spam or promotions
- A domain or IP appears on a blocklist and you are not sure if it matters
Deliverables
What the review covers
Scope is agreed in writing before work starts. You can take the whole list or only the parts you need.
- Authentication auditSPF, DKIM and DMARC checked on every sending domain, including alignment and records that conflict.
- Reputation signalsBlocklist checks plus provider data where it is available, such as Google Postmaster Tools for domains that qualify.
- List-quality analysisBounce patterns, verification status and list sources reviewed to find where bad addresses are coming from.
- Volume and pattern reviewDaily volume per mailbox, ramp-up history and sending schedules compared with sensible limits.
- Content and tracking checkLinks, tracking domains, attachments and formatting that commonly trigger filters.
- Prioritised fix planWhat to change first, what to pause, and what to monitor, written for both decision-makers and whoever runs the campaigns.
Process
How we work through it
You get a short update at each stage: what was done, what we found and what happens next.
Gather
We collect access to DNS, sending platforms and recent campaign data, and pause anything that is actively causing harm.
Diagnose
Each layer is checked in turn: authentication, reputation, list, volume and content.
Fix
Changes within your control are made in order of impact, with your approval for anything significant.
Monitor
Bounce, reply and placement indicators are watched while volume returns, and adjusted if needed.
Tools
Platforms we use for this work
Green tags are tools we have used hands-on. The rest are platforms we support when they are already part of your stack. Listing a tool does not imply a partnership.
Hands-on
- SPF · DKIM · DMARC · MX records
- Google Workspace
- Microsoft 365
- Instantly
- Smartlead
- Manyreach
- NeverBounce
- MillionVerifier
- ZeroBounce
- GoHighLevel
- Klaviyo
- Mailchimp
- RocketReach
- ContactOut
- Google Postmaster Tools
- MXToolbox
Also supported
- EasyDMARC
- dmarcian
- Valimail
- GlockApps
- Microsoft SNDS
Delivery problems often involve every tool that sends from your domains, including Mailchimp, Klaviyo and GoHighLevel. Those platforms are used for opt-in email only, never for cold sends.
Questions
Common questions
More answers about access, timelines and how engagements work. All FAQs
Related guide: Cold email infrastructure checklist
Can you guarantee our emails will reach the inbox after the fixes?
No. Mailbox providers make the final decision using signals nobody outside them fully controls. We fix what is within your control and monitor the results so you can see what changed.
What do you need from us to start?
Usually read access to DNS, access to your sending platform, and a recent export of campaign results. If a domain is still sending while we investigate, we may suggest pausing it first.
Is this a one-off audit or ongoing?
Either. Many teams want a one-off review and fix plan they can carry out themselves. Others prefer us to make the changes and monitor recovery for a few weeks.
Does being on a blocklist always matter?
Not always. Some lists have little effect on major mailbox providers, while others matter a lot. We check which lists are involved and what each one actually affects before recommending action.
Related services
Often combined with
Introductory call
Emails going to spam? Let’s find out why.
A 30-minute call to go through the symptoms, your setup and any recent changes, and agree what a deliverability audit should check first.
- Walk through your bounce, spam and reply patterns
- Talk through your domains, mailboxes and platform
- Agree the first things to check — no obligation