# Deliverability

> Reach the inbox, not the spam folder — authentication, content, list hygiene, and reputation.

Delivered means the receiving server accepted your email; inbox placement is decided by the mailbox provider. These practices make the difference.

## Authenticate everything

- Keep all [domain records](/docs/learn/domains#dns-records) published and verified. DKIM and SPF prove the mail is yours.
- Publish DMARC. Start with `p=none`, review reports, then move to `quarantine` or `reject`.
- Send from a subdomain dedicated to email, and keep marketing and transactional mail on separate subdomains.

## Send email people expect

- Send transactional email promptly — a password reset that arrives ten minutes late gets reported.
- Use a recognizable `fromName` and a consistent sender address.
- Write a clear subject that matches the content.
- Include a plain-text version alongside HTML.
- Set `replyTo` to a monitored inbox; replies are a positive signal.

## Keep your list clean

Nexiom Connect automatically suppresses addresses that hard-bounce, report spam, or unsubscribe, so you never send to them again. You can help further:

- Validate email addresses at sign-up, and confirm them with a verification email.
- Remove contacts who haven't engaged in a long time from non-essential mail.
- Never buy or import lists of people who didn't sign up.

## Watch your signals

Subscribe to [`email.bounced`](/docs/webhooks/emails/bounced) and [`email.complained`](/docs/webhooks/emails/complained), or review **Email → Email logs**:

| Signal | Healthy | Act now |
| --- | --- | --- |
| Bounce rate | Under 2% | Above 5% — check how addresses are collected. |
| Complaint rate | Under 0.1% | Above 0.3% — review what you send, and to whom. |

## Ramp up new domains

A new domain has no reputation yet. Start with your most engaged recipients and increase volume gradually over a few weeks, rather than sending a large batch on day one.

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Source: https://connect.nxiom.com/docs/learn/deliverability