The most effective steps for reaching the inbox:
- Add every DNS record: besides SPF, DKIM, DMARC and MX, add the link branding record too. Turn on Email Alerts on Sending › DNS check so you hear about it if a record breaks.
- Respect warm-up: a new domain warms up gradually; rather than forcing volume, connect an extra domain if you need to.
- Use verified addresses: this keeps the bounce rate low.
- Write relevant emails: short, personal emails to the right recipients. Don't save poorly fitting companies from the results table to your list.
- Keep follow-ups measured: the sequence stops on its own for anyone who replies; for those who don't, stick to a few short follow-ups.
- Take warnings seriously: don't resume a campaign paused for bounces or complaints without cleaning the list.
Open rate can mislead because of automatic opens; to understand delivery problems, look at the reply and bounce rates.