By adding Sender Policy Framework (SPF) text to your domain record, you prevent sender address spoofing. This tells ISPs that any email from Mailgun on behalf of your domain is verified and authorized – and not likely to be spam. If you use Mailgun to send email on behalf of your own customers and partners, you can use SPF chaining to whitelabel their domains, too.
Besides making sure your domain is verified, you should whitelabel your IP address to ensure that ISPs see your IP address as trustworthy. A sender IP address with a good reputation is critical to ensuring email deliverability. Mailgun allows you to use a dedicated IP address to send emails. Using a dedicated IP address means no one else can send email from that IP address. That way, your reputation won’t be affected by emails that anyone else sends through our email service. If you have multiple domains yourself, they can use the same IP address, but all of their reputations will affect the reputation of the IP address.
Some ISPs look at message content as well as the domain when determining whether an email is spam. Because click tracking requires links to be directed through Mailgun, these can be misinterpreted by the ISP. By whitelabeling your links, they appear as part of your own domain and trustworthy to the ISP. Don’t use a link-shortening service to create the URLs in your message. Since these don’t include your domain, they won’t be trusted by the ISP and can result in your message not being delivered.
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