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Eight Steps to Set Up Email Deliverability

Eight Steps to Set Up Email Deliverability

Email deliverability is a key concern for most email marketers. JangoMail is a highly customizable platform. From sending speeds, to email headers, to SMTP protocol level customizations, taking advantage of certain settings and features can help ensure high email deliverability.

It's important to separate yourself from the masses, beginning with your opt-in processes. There are different levels of opt-in email marketing, boiling down to two main ones: single opt-in and confirmed opt-in. A single opt-in would be the initial capture of the email address. A confirmed opt-in would be a second contact to confirm the opt-in. Generally, customers using confirmed opt-in experience higher deliverability.

Please note that many of these steps are to be done by an administrator for your domain's DNS settings. If you're not sure what this information may mean for you and your account, talk with your administrator. As always, any questions can be directed to our support team by opening a ticket with our support form. Include a description of your situation and as many details as possible so our support team can help!

The Eight Steps: 

Following the below steps will improve delivery to most major inbox providers.

1. Branded From Address

Use a valid From Address of your own company's domain. From Addresses with free providers such as Yahoo, AOL, or GMail are not allowed. The benefit of this is two-fold: consistent branding and control of your sending reputation. You can read more about the From Address here.

Before sending your first campaign, you must ensure your From Address is using your own domain. Change this by creating your message, and clicking on the From tab.

Who should do this? The person using JangoMail.

2. Custom Tracking Domain

Create a custom tracking domain at your own domain. The tracking domain is referenced in the open tracking mechanism, the click tracking redirects, the unsubscribe link, the "Forward to Friend" link, the "View as Web Page", and other links that offer tracking in your email messages.

By default, every new JangoMail account is assigned a system tracking domain that is shared among multiple clients, like Set up your own by going to Settings → Tracking → Tracking Domain. If your domain is, then setting up makes for the perfect tracking domain. You can find more information here.

Who should do this? The technical person who manages your domain's DNS settings.

3. DomainKeys/DKIM

DomainKeys/DKIM are two email authentication standards, the former invented by Yahoo and the latter a combination of efforts by Yahoo and Cisco. Both of these standards cryptographically sign an email message using a public/private key mechanism in such a way that a sending server can encrypt a message with a private key and a receiving server can decrypt the message using the public key. This is a secure way to make sure that you are who you say you are when sending a message. It also makes sure nothing has been modified in the message content or headers. Please see this page for further instructions..

Who should do this? The technical person who manages your domain's DNS settings.

4. Confirm Yahoo Feedback Loop

After creating a DomainKeys/DKIM record, click the link in the confirmation email sent from Yahoo to postmaster@yourdomain. Whenever you create a DomainKeys record, we upload it to Yahoo so that they can process complaints properly and report them back to JangoMail via a "Feedback Loop". Yahoo has a special process where they send a confirmation email to postmaster@yourdomain. This message contains a link that must be clicked by you in order to activate the Feedback Loop. If you do not do this, complaints will not be properly reported, and your delivery to Yahoo email addresses will be negatively impacted by recipients that report a complaint through Yahoo regarding the content of your message.

Important Note: It is not possible to request Yahoo to send this email to an alternate email address; therefore, it is important to create your postmaster@yourdomain email address prior to setting up the DomainKeys record.

Who should do this? The person who has access to the postmaster@domain account for your domain. Usually this is your organization's system administrator.

5. SPF Record

Set up SenderID on your domain. SPF is a way to validate an email's From Address against the server that sent the email, helping to validate your identity when you send through a third party like JangoMail. Instructions for SPF records can be found here.

Who should do this? The technical person who manages your domain's DNS settings.

6. Plain Text Message

If you're sending an HTML email, make sure you include a corresponding plain text message. Spam filters heavily scrutinize messages that have an uneven ratio of HTML to plain text content. This is as easy as setting the Plain Text Message to "auto-generate". See screenshot below. This will cause a plain text message to be generated (based on your HTML message) at the time of email sending.

Who should do this? The person using JangoMail.

7. Return Path Program

We offer two levels of high-reputation sending. The first level of whitelisting offered by Return Path is inclusion on their Safe List, which designates you as a "Safe Sender". This designation helps differentiate legitimate, permission-based messages from other messages so that they are not bounced or blocked by a specific domain. The primary benefit of being on the Safe List is preferential treatment with spam filtering mechanisms such as SpamAssassin.

The second level of whitelisting offered by Return Path is inclusion on their Certified List. This is our highest reputation sending group. Being accepted as a Certified Email Sender gives a higher level of whitelisting; it designates you as a sender who measures up to the very best standards and provides preferential treatment. Hotmail, for example, uses this list to ensure inbox delivery; Yahoo and other ESPs give Certified Email Senders perks like having images and links automatically enabled.

Read about the program then print the application, fill it out, and get it back to us!

Who should do this? The person using JangoMail.

8. Anchor hyperlinks with text phrases, not URLS

If using click tracking, anchor text should be phrases, not URLs. Some spam filters look closely at how you link to determine whether the link is legitimate or fraudulent. They do this to prevent phishing scams—a type of scam where an email pretends to be a request from a legitimate company in order to get the login credentials of that company's user. For more information on phishing, see the Wikipedia article on phishing. The best way to explain good links versus bad links is with an example:

Good Link: <a href="">Visit our website.</a>
Bad Link: <a href=""></a>

When these URLs are click tracked in JangoMail, the final email message looks like:

Good Click Tracked Link: <a href="">Visit our website.</a>
Bad Click Tracked Link: <a href=""></a>

What makes the bad link bad is that the anchor text is a URL, and that domain in that URL does not match the domain in the link destination. Phishing filters look for this domain mismatch. In the good example, however, the anchor text is not a URL to begin with, so the phishing filter will accept it as legitimate.

Who should do this? The person designing your email campaigns.

Setting up your account for deliverability can make the difference. Learn more!