Managing your reputation is a bit like SEO, there are some well-defined technical rules which are mostly easy to follow and which make up the the biggest part of your reputation. And then there are some softer and a bit more fuzzy rules which are harder to detect and follow. But they make up the smaller part of your reputation.That means, if you follow the technical rules, you’re almost there
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These rules apply if you are sending Emails from your own infrastructure, but they are also important if you are using an Email delivery provider like Sendgrid because in most cases you are assigned one (or more) dedicated IP addresses, i.e. for all intents and purposes this is your own SMTP server. |
Technical rules
Have a clean DNS setup
Your mail server’s forward and reverse DNS name must be identical.
It should be a real host name, not a generic and dynamic name given to you by your provider, like ip-123-123-123-123.myprovider.com.
It may use the same top level domain name as your Email sender address but this is not mandatory.
Your domain name must have an existing and working MX record. Though it does not have to be the same server as the one you use to send your Emails.
That The mail server specified in the MX record must have a working “postmaster” address.
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To track your listing you can use The Spamhouse Project (https://www.spamhaus.org) or MX Toolbox (https://mxtoolbox.com/).
Configure your Message-ID to contain your sender domain
Certain email providers expect the Message-Id header to end with the official sender domain name. Set cmsbs.mail.messageId.hostname accordingly.
Format of Message-ID header as sent by UM: UM.<delivery_ticket>@<domain>
delivery_ticket is the Delivery Ticket of the outgoing email.
By default, domain is the name or the IP address of the SMTP server given in cmsbs.mail.smtpserver. This part can be overwritten via cmsbs.mail.messageId.hostname.
Optional technical measures
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