Deliverability Basics

Are you new to APSIS One? If you've just come on board, or haven't sent emails to large groups of recipients, here's some important information for you to consider. All the content in this section is relevant for you, yet here comes a special article for those who have just started learning about APSIS One and deliverability.

We recommend that you also check out our article on Consent Management, since it's tightly related to this topic and an essential aspect of email marketing.

In this article

APSIS One & Email Authentication

When sending emails, the recipient's email server will always try to verify that the email being received is a legitimate sending and not spam, meaning that it doesn't violate the DMARC settings for the sender domain.

To check that the email is not a spam message, the recipient email server will assess the reputation of the sender in two ways:

1. The IP number of the sending email server will be checked.

2. The Technical Sender Domain used will be checked.

IP numbers

All IP numbers are owned and managed by APSIS, and our Delivery team monitors them regularly, performs warm-ups, and ensures they always have a high reputation. Additionally, the team also monitors a number of server blacklists to make sure that none of our IP addresses are listed on them. All aspects of IP management are taken care of by the Delivery team, so you don't need to worry about your IP address having a bad reputation.

Private Technical Sender Domain

All emails from APSIS One accounts must be sent using a private technical sender domain.

This is a unique, customer specific sub-domain that will be shown in the header of the email, and will look something like this: [Your APSIS One account's ID]

Using a private technical sender domain will not only inspire trust and maintain brand consistency, but will ensure that one APSIS One account's sendings will not be able to ruin the deliverability of another.

As a new user to APSIS One, or one that has moved over from APSIS Pro, the private technical sender domain you set up will be unique to your account and completely neutral, as no sendings would have yet been made... That's why you must warm-up before making any large sendings!

The key to maintaining a good reputation for your private technical sender domain is to be aware of email deliverability, and maintain good consent list hygiene.

Don't let your emails end up in the junk folder!

When recipients mark your emails as spam, your private technical sender domain will start to gain a bad reputation, which can greatly damage your deliverability rate.

To prevent this, only send emails to recipients that have given consent to your Consent lists and Topics, subscribing to your email communications.

The importance of good Consent list hygiene is paramount, and maintenance must be performed regularly to keep on top of your deliverability rates and sender reputation.

Are you doing everything you can to maintain good Consent list hygiene?

Check out our guide over here.

Build a Good Reputation

To prevent you from gaining a bad sender reputation, your private technical sender domain needs to be gradually warmed-up. Alongside good Consent list hygiene, warming up will ensure that the technical sender domain will not be marked as a suspicious domain.

These guidelines are meant to help you keep a good sender reputation by warming-up your private technical sender domain. However, depending on the size of your sendings, you might need to split them into smaller batches. Please refer to APSIS One's Standard Service Limits for the maximum number of recipients allowed per sending.

Follow the below guidelines to ensure a good reputation. This process is necessary for any accounts that intend to send to more than 10,000 recipients per day.

The recipient numbers in the example are based on a goal of 10,000,000 emails/recipients per day; simply adjust the number of recipients to match your end goal.

  • Day 1: Send to 10,000 recipients.

Follow up by checking your Email Reports to ensure the delivery statistics and open rates are good. Check your own recipient addresses so that they receive the emails too. Bad statistics may indicate problems with the DMARC settings - for help with bad statistics, please reach out to APSIS Support, and pause the warm-up process until the problem is fixed.

  • Day 2: Send to 100,000 new recipients. Follow up.

New recipients are those that you haven't sent emails to in a while. Emailing the same recipients several days in a row may cause them to mark the email as spam, hurting your technical sender domain reputation.

Sendings from completely new technical sender domains (considered neutral) will often end up in the "promotions/other" tab in servers like Gmail. This is natural and will improve as the reputation of your private technical sender domain increases.

  • Day 3: Send to 1,000, 000 new recipients. Follow up.

  • Day 4: Send to 5,000,000 new recipients. Follow up.

  • Day 5: Send to 10,000,000 new recipients. Follow up.

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