Cold Email Deliverability in 2025: How to Stay Out of Spam Folders

by Maildoso's team

05/28/2025

difficulty level ⭐⭐

When cold email campaigns fail, it's often not because of the content or the offer, but because the emails never reach their destination. This is where email deliverability becomes critical. Deliverability is not just about sending, it’s about getting your message into the recipient’s main inbox, not the spam folder or promotions tab.

This guide breaks down what cold email deliverability really means, what affects it, and how to improve it using technical setup, list hygiene, email content practices, and compliance.

Understanding the Basics of Cold Email Deliverability
Why Cold Email Deliverability Should Not Be Overlooked
What Causes Deliverability to Break Down
Setting Up the Technical Foundation
Sending Practices That Support Deliverability
How Content Affects Inbox Placement
Keeping Your Lists Clean and Accurate
Monitoring and Testing Deliverability
Legal Considerations and Compliance
How We Help Improve Cold Email Deliverability at Maildoso

Understanding the Basics of Cold Email Deliverability

Cold email deliverability refers to your ability to land emails in a recipient’s main inbox, not just any folder. It’s often confused with email delivery, which simply confirms that the email was accepted by the server, regardless of its final destination. A delivered email can still be filtered to spam or promotions, making it effectively invisible.

Inbox providers use a combination of sender behavior, technical setup, and message content to decide whether your email is trustworthy. If any part of that equation fails to meet their standards, your message may never be seen by the person you’re trying to reach.

Why Cold Email Deliverability Should Not Be Overlooked

When emails go to spam, nothing else matters, not your pitch, subject line, or offer. If your deliverability is poor, every part of your campaign suffers. Open rates drop, replies disappear, and engagement metrics decline. More importantly, repeated failures can damage your domain’s reputation long-term.

Deliverability problems are also not limited to the current campaign. If you send from the same domain or IP again, email providers may continue flagging your messages. Over time, even legitimate emails can get blocked.

Strong deliverability, on the other hand, improves your chances of reaching real prospects. It also allows you to send more emails at higher volumes without penalty, provided you maintain good practices.

What Causes Deliverability to Break Down

There are multiple layers to how inbox providers judge an email’s trustworthiness. Some of the most common issues include:

Weak technical setup: Missing or misconfigured authentication records like SPF, DKIM, and DMARC.
Poor sender reputation: Frequent spam complaints, high bounce rates, or sending from blacklisted IPs.
Spammy or irrelevant content: Overuse of promotional language, attachments, or excessive links.
Bad engagement history: Low open and reply rates signal to providers that your emails aren’t wanted.

These problems rarely exist in isolation. A sender who ignores technical setup is likely to struggle with complaints and bounces. Poor content often leads to low engagement. And once your domain’s reputation starts to slip, every future email you send is harder to deliver successfully.

Setting Up the Technical Foundation

Your domain setup is the first thing inbox providers check. Without the right DNS configuration, your emails may not even make it to spam, they might be blocked altogether.

Three key protocols should be properly configured before sending any cold outreach: SPF, DKIM, and DMARC. SPF and DKIM authenticate the sender's identity and ensure message integrity, while DMARC builds upon them to instruct receiving servers on handling unauthenticated emails, enhancing protection against spoofing and phishing. Together, these records help establish trust between your domain and recipient servers. Without them, your emails appear suspicious, even if your content is clean.

It's crucial to gradually warm up new domains by slowly increasing email sending volumes. This process helps establish a positive sender reputation and reduces the risk of emails being marked as spam. Warm the domain gradually and avoid using your primary domain for outreach, especially if you're running campaigns at scale.

Sending Practices That Support Deliverability

Consistency is key when it comes to sending behavior. Inbox providers pay close attention to how many emails you send, how often, and what kind of response they get. Sudden spikes in volume, inconsistent patterns, or sending to outdated lists are common red flags.

Start with a low number of emails per day and increase gradually. This gives providers time to build a positive sending profile for your domain and IP address.

Reply rates also matter. The more responses you receive, the more credible your email activity appears. Encouraging replies, even brief ones, can make a measurable difference in deliverability over time.

Always include a clear and functional unsubscribe link in your emails to comply with regulations like CAN-SPAM and GDPR, and to maintain trust with recipients. Even in cold outreach, this reduces the chance of spam complaints and shows respect for recipients’ preferences.

How Content Affects Inbox Placement

Even with perfect technical setup, the actual content of your email still plays a major role in whether it reaches the inbox. Providers scan every part of your message, from subject line to links, for indicators of spam.

Certain language triggers filters more than others. Phrases like “limited time offer,” “free!!!”, or excessive use of bold text, all-caps, or special characters can hurt deliverability. So can heavy use of images, gifs, or multiple links.

For cold email, plain-text is usually safest. Keep your message simple, direct, and relevant. Avoid attachments unless absolutely necessary. And always test your content before launching a full campaign.

Keeping Your Lists Clean and Accurate

Many deliverability problems come from sending to bad email addresses. High bounce rates tell inbox providers that you’re not being careful, or worse, that you’re scraping or purchasing lists.

Regular list cleaning is essential. Use verification tools to check email addresses before you send, especially if your list hasn’t been used in a while. Remove any addresses that bounce, and monitor engagement to identify inactive recipients.

A healthy list improves open rates, reduces spam flags, and keeps your sending reputation intact.

Monitoring and Testing Deliverability

Deliverability isn’t something you can set once and forget. It needs to be monitored regularly, especially if you’re sending emails at volume.

There are several tools that can help:

Mail-Tester and GlockApps let you test where your emails land across different providers.
XToolbox checks your DNS records and flags blacklisting issues.
Google Postmaster Tools offers insights into sender reputation if you’re targeting Gmail users.

These tools won’t fix problems, but they can help you detect them early, before your entire campaign ends up in spam.

Legal Considerations and Compliance

Cold email must comply with relevant regulations in the countries you’re sending to. These laws typically require accurate sender information, a method for opting out, and in some regions, prior consent.

Common frameworks include:

CAN-SPAM (US): Requires honest subject lines and opt-out instructions.
GDPR (EU): Demands a lawful basis for sending and protects user data.
CASL (Canada): Requires explicit or implied consent before sending.

Even if you’re not legally required to follow every detail, aligning with these guidelines protects your reputation and ensures your emails remain deliverable long-term.

How We Help Improve Cold Email Deliverability at Maildoso

At Maildoso, we focus specifically on the infrastructure side of cold email outreach, because without proper setup, even great emails will land in spam.

We offer a system that allows users to create hundreds of mailboxes and deploy them in about 10 minutes. All domains and email accounts come pre-configured with SPF, DKIM, and MX records, which are essential for passing authentication checks and building trust with inbox providers. You don’t need to manage these records manually, we take care of it from the start.

We also handle warm-up using browser-based AI agents. Unlike traditional warm-up tools that operate over IMAP connections and are often flagged by providers, our agents simulate human behavior directly in-browser. Each mailbox can send up to 100 warm-up emails per day, primarily applicable to Gmail and Outlook accounts. For cold outreach, it's advisable to limit sending to 40-50 emails per day per mailbox to maintain optimal deliverability.

To keep deliverability stable during high-volume sending, we employ real-time IP monitoring and rotation. If an IP's reputation declines, it's automatically replaced to maintain high deliverability rates. This helps avoid blacklisting and ensures that your campaigns continue without interruption.

Some users send over 20,000 cold emails per day using distributed mailboxes. We’ve seen inbox placement rates reach up to 95% when content is properly optimized and attachments are avoided. For teams managing multiple campaigns, we also offer a 'master inbox' feature, allowing users to manage replies from multiple sending accounts through a single interface, streamlining response handling.

We provide domains and mailboxes under one plan. If a customer decides to cancel, the domains remain theirs, they’re not rented or restricted. Pricing starts at $1.8 per mailbox on quarterly plans, with annual plans available at $1.4 per mailbox. All plans include domain registration.

We also offer deliverability audits as part of our expert review service. If you're having trouble, we’ll review your sending behavior, check campaign structure, and flag content that may trigger filters. This includes reviewing subject lines, formatting, spam keywords, and missing unsubscribe instructions.

Cold email infrastructure is complex and time-consuming to set up manually. Our goal is to eliminate that barrier so you can focus on outreach, with systems already optimized for deliverability from day one.

Conclusion

Cold email deliverability is one of those things that’s easy to overlook but critical to get right. It affects whether your emails are even seen in the first place, and without that visibility, no amount of clever writing or strategic timing can make a difference. In 2025, inbox providers are stricter than ever, and that means senders need to pay attention to the full picture, from technical setup and domain reputation to list quality and content clarity.

Whether you're sending a few emails a day or thousands, strong deliverability starts with the right infrastructure, consistent sending habits, and a message that feels relevant to the person receiving it. When those elements work together, your cold outreach is far more likely to land where it matters most, the inbox.

FAQ

1. What is cold email deliverability?

2. How is deliverability different from delivery?

3. Why do cold emails go to spam?

4. How do I improve my cold email deliverability?

5. Can images or links hurt my deliverability?

6. Is it important to warm up my domain before sending?

7. What tools can I use to check deliverability?

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