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Your mailing being delivered to your recipient’s inbox or not depends on the following factors:

  1. Mailing contents – Avoid; spam-classed words (eg Viagra, free, credit, porn, xxx), greater text weight than images, dangerous code (eg scripting or form code), ALL CAPS in the subject line and a lot of exclamation points in the mailing!!!!!!!!!!!!!!!!!!!!!!!
  2. Authentication – Spammers usually pretend to be another sender, trying to hide who they really are and therefore, passing spam filters. Correct authentication means that a signature is sent with your mailing that “tells” Ungapped that it is actually allowed to send on your domain’s behalf. Ungapped supports all recommended authentications including SPF, SenderID, DomainKeys and DKIM.
  3. Sender reputation – The biggest reason for your emails undeliverability is sender reputation. ISPs (Internet Service Providers) like Outlook, Hotmail and Gmail etc maintain a history of senders and what you’ve previously sent. This data determines whether they deliver your mailing to inboxes or not. Have many of your recipients’ addresses bounced? If yes, this might be a sign that you are not handling your addresses correctly. Have a lot of recipients reported you as spam? Though this isn’t ideal, it’s also some feedback about the quality of your mailing content and gives you great motivation to improve.

Ungapped monitors our customers and keeps track on mailing quality so that no bad mailing is sent that will impair the reputation of any other customer. It’s also possible to host your account on its own IP address so that you are not influenced by other customers. If this is something you’re interested in, reach out to our support team at

Tips for higher deliverability

  • Always do a spam test before sending a mailing
  • Avoid purchased addresses from rogue address providers
  • If you purchase addresses, make sure the supplier is a member of your local DMA organization (e.g. SWEDMA in Sweden)
  • Check the reputation of the sites you link to in your mailings e.g Spamhaus, Spamcop or Maps
  • Avoid shortened URLs from services such as as you may be penalized for trying to hide the correct URL

Related manuals:

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