How do I make sure my app emails land in the inbox?

You can’t guarantee inbox placement, but you can dramatically improve it by optimizing three things:

1) Authenticate your sending domain

Set up the core email authentication records:

• SPF — authorizes which servers can send for your domain
• DKIM — cryptographically signs messages so recipients can verify they weren’t altered
• DMARC — tells inbox providers how to handle spoofed mail and gives you reporting

Also make sure:

• Your From domain matches or aligns with the authenticated domain
• You’re using a reputable sending provider (SendGrid, Mailgun, Postmark, Amazon SES, etc.)
• Your DNS records are correct and fully propagated

2) Protect your sender reputation

Inbox providers care a lot about how users react to your mail.

To maintain a good reputation:

• Send only to people who explicitly opted in
• Use double opt-in if possible
• Remove bounced addresses immediately
• Honor unsubscribes instantly
• Avoid sending to stale or purchased lists
• Keep complaint rates very low
• Warm up new domains/IPs gradually
• Maintain consistent sending patterns
• Segment mail so users get relevant content

3) Make your messages look trustworthy

Content and formatting matter.

Best practices:

• Use a real From name and address
• Include both plain-text and HTML versions
• Avoid spammy subject lines like excessive caps, punctuation, or misleading claims
• Don’t overuse images, attachments, or URL shorteners
• Make sure links go to domains that match your brand
• Include a clear unsubscribe link for marketing mail
• Keep formatting clean and mobile-friendly

Operational checklist

Here’s a practical checklist:

• SPF set up
• DKIM set up
• DMARC set up
• Custom sending domain configured
• Bounce handling implemented
• Unsubscribe handling implemented
• Complaint monitoring enabled
• List hygiene process in place
• Gradual warm-up for new domains/IPs
• Mail tested with inbox placement tools

Important note

Different mail types have different expectations:

• Transactional email (password resets, receipts) should be sent separately from marketing email
• Marketing email needs stronger list hygiene and unsubscribe handling

How to test

Use tools like:

• GlockApps
• Mail-Tester
• Litmus
• Email on Acid

And monitor:

• Delivery/bounce rates
• Spam complaint rate
• Open/click trends
• DMARC reports

If you want, I can also give you:

1. a step-by-step setup guide for SPF/DKIM/DMARC, or
2. a production-ready email deliverability checklist for your app.