When you open an email from Apple or Google, you might notice a small blue checkmark or the brand’s official logo next to the sender’s name. That tiny icon is not decorative. It is a sign of verified authenticity, powered by BIMI (Brand Indicators for Message Identification).Implementing BIMI is one of the most effective ways to increase trust, visibility, and open rates for your <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/transactional-emails">transactional</a> and <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/marketing-emails">marketing emails</a>. This guide explains everything you need to know from DNS setup to logo requirements and verification so you can earn that verified checkmark for your brand.<h2>What Is BIMI?</h2>BIMI is an email authentication standard that allows brands to display their official logo next to their emails in recipients’ inboxes. It builds on top of <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/dmarc-domain-based-message-authentication-reporting-conformance">DMARC</a>, <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/spf-sender-policy-framework">SPF</a>, and <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/dkim-domainkeys-identified-mail">DKIM</a>, ensuring that only legitimate senders can use a company’s logo.In short:<ul><li>SPF verifies the sending IP address.</li><li>DKIM verifies that the message content has not been tampered with.</li><li>DMARC enforces alignment and policy.</li><li>BIMI adds a visual trust layer using your brand logo.</li></ul><h2>Why BIMI Matters</h2><ul><li>Boosts Trust: The verified logo signals authenticity and reduces phishing risk.</li><li>Increases Open Rates: Emails with visible brand logos stand out in crowded inboxes.</li><li>Enhances Brand Recognition: Your logo appears alongside your sender name across supported email clients.</li><li>Supports Deliverability: BIMI indirectly improves domain reputation through strong authentication.</li></ul><h2>Email Clients That Support BIMI</h2>BIMI is still growing in adoption but is already supported by major inbox providers.Currently supported by:<ul><li>Gmail (requires a Verified Mark Certificate)</li><li>Yahoo Mail</li><li>Apple Mail (macOS and iOS 16 and above)</li><li>Fastmail</li><li>AOL Mail</li></ul><h2>Step-by-Step Guide to Getting the Verified Checkmark with BIMI</h2>There are four main steps to implement BIMI correctly:<ol><li>Set up email authentication</li><li>Create and host your logo in the right format</li><li>Obtain a Verified Mark Certificate (VMC)</li><li>Publish your BIMI DNS record</li></ol>Let’s go through each step in detail.<h3>Step 1: Set Up Email Authentication (SPF, DKIM, and DMARC)</h3>BIMI works only if your email domain passes all authentication checks.1. Configure SPFSPF (Sender Policy Framework) ensures that only your authorized servers can send emails on behalf of your domain.Example DNS TXT record:<pre><code>v=spf1 include:autosend.com -all
</code></pre>Replace <code>autosend.com</code> with your actual email service provider’s sending domain.2. Configure DKIMDKIM (DomainKeys Identified Mail) adds a digital signature to your emails.Example DKIM DNS record:<pre><code>v=DKIM1; k=rsa; p=MIIBIjANBgkqhk...
</code></pre>Your ESP (like AutoSend) provides this key. Add it to your DNS as a TXT record (usually under a selector like <code>default._domainkey.yourdomain.com</code>).3. Configure DMARCDMARC enforces alignment between SPF and DKIM. It also tells receiving servers what to do when emails fail authentication.Example DMARC DNS record:<pre><code>v=DMARC1; p=quarantine; rua=mailto:dmarc-reports@yourdomain.com; ruf=mailto:dmarc-failures@yourdomain.com; sp=none; adkim=s; aspf=s
</code></pre>Make sure your policy (<code>p=</code>) is set to quarantine or reject. BIMI will not work if your DMARC policy is set to none.<h3>Step 2: Create and Host a BIMI-Compatible Logo</h3>Your logo must meet BIMI’s strict visual and technical requirements.Logo Requirements:<ul><li>Format: SVG Tiny Portable/Secure (SVG-P/S)</li><li>Shape: Square (1:1 aspect ratio)</li><li>No text or taglines</li><li>Transparent background</li><li>File size: Under 32 KB</li></ul>If your logo is not in SVG Tiny PS format, you can convert it using Adobe Illustrator or online tools like the <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://easydmarc.com/tools/bimi-logo-converter">BIMI Logo Generator</a>.Example file name:<pre><code class="language-bash">https://yourdomain.com/logo.svg
</code></pre>Host this logo on an HTTPS-secured URL without redirects.<h3>Step 3: Obtain a Verified Mark Certificate (VMC)</h3>To show a verified checkmark (especially in Gmail), you will need a VMC, a digital certificate proving that your organization owns the logo and trademark.How to get a VMC:<ol><li>Register your logo as a trademark with an official authority such as USPTO or EUIPO. This is required before applying for a VMC.</li><li>Buy a VMC from a trusted certificate authority:<ul><li><a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://www.entrust.com/">Entrust</a></li><li><a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://www.digicert.com/">DigiCert</a></li></ul></li><li>Provide your trademark details, logo file, and proof of domain control during verification.</li></ol>The verification process usually takes 5 to 15 business days. Once approved, you will receive a <code>.pem</code> file that links your domain to your verified brand logo.<h3>Step 4: Publish the BIMI DNS Record</h3>After you have your logo and VMC, publish your BIMI record in DNS.Example TXT record:<pre><code>default._bimi.yourdomain.com IN TXT "v=BIMI1; l=https://yourdomain.com/logo.svg; a=https://yourdomain.com/vmc.pem"
</code></pre>Explanation:<ul><li><code>v=BIMI1</code> → version</li><li><code>l=</code> → location of your logo</li><li><code>a=</code> → location of your VMC file</li></ul>Note: The <code>a=</code> tag is optional for non-VMC implementations, but Gmail requires it for the verified checkmark.<h3>Step 5: Test Your BIMI Setup</h3>You can verify your BIMI configuration with these tools:<ul><li><a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://www.bimigroup.org/bimi-generator/">BIMI Inspector</a></li><li><a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://www.valimail.com/bimi-inspector/">Valimail BIMI Checker</a></li><li><a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://mxtoolbox.com/BIMI.aspx">MXToolbox BIMI Lookup</a></li></ul>These tools check:<ul><li>DNS record syntax</li><li>SVG format</li><li>VMC validity</li><li>DMARC enforcement</li></ul>Once everything passes, your verified logo should appear in Gmail and other supported inboxes within a few days.<h2>Troubleshooting Common BIMI Issues</h2>Problem Cause Solution Logo not showing: <ul><li>Cause: DMARC policy set to <code>none</code> </li><li>Solution: Change it to <code>quarantine</code> or <code>reject</code> </li></ul>“No VMC found” error <ul><li>Cause: Missing or invalid <code>a=</code> tag </li><li>Solution: Add the correct VMC file URL </li></ul>Incorrect logo size<ul><li>Cause: SVG not compliant</li><li>Solution: Use SVG Tiny PS format </li></ul>No HTTPS<ul><li>Cause: Insecure logo hosting</li><li>Solution: Host logo and VMC over HTTPS</li></ul><h2>How Long Does It Take to Show?</h2>Once your BIMI record is published, it can take up to 7 days for mailbox providers to pick up and display the logo. Gmail may take a few extra days to cache the verification.<h2>The Business Value of BIMI</h2>Implementing BIMI is not just a technical task. It is a brand-building investment.<ul><li>Higher engagement: Users are more likely to open verified emails.</li><li>Reduced phishing risk: Impersonators cannot spoof your brand easily.</li><li>Consistent branding: Your logo is visible across inboxes, reinforcing recognition.</li><li>Improved deliverability: Providers trust domains that use BIMI.</li></ul><hr><h2>TL;DR</h2>To get a verified checkmark in Gmail and other inboxes:<ol><li>Set up SPF, DKIM, and DMARC with strict enforcement.</li><li>Create a square SVG Tiny PS logo and host it securely on HTTPS.</li><li>Register your logo as a trademark and obtain a Verified Mark Certificate (VMC).</li><li>Publish a BIMI DNS TXT record linking your logo and VMC.</li><li>Test and wait a few days for propagation.</li></ol>BIMI is becoming the modern trust signal for email, similar to the verified badge on social networks. By implementing it, you not only protect your brand but also show customers that you care about authenticity and security.If you are using AutoSend, BIMI setup is straightforward. AutoSend fully supports SPF, DKIM, and DMARC alignment, making it simple to authenticate and verify your domain.<hr><h2>Frequently Asked Questions (FAQ)</h2><h3>1. Does BIMI improve deliverability?</h3>Indirectly, yes. BIMI itself does not guarantee better inbox placement, but it relies on strong authentication. That improved trust and alignment positively impact your domain reputation and overall deliverability.<h3>2. How much does a Verified Mark Certificate (VMC) cost?</h3>A VMC usually costs between $900 and $1,500 per year, depending on the certificate authority. Some providers offer discounts for multi-year subscriptions.<h3>3. Can startups use BIMI without a trademark?</h3>Not if you want the verified checkmark in Gmail. Gmail requires a VMC, and a VMC requires a registered trademark. However, you can still implement BIMI without a VMC to display your logo in clients that support it without verification (such as Yahoo Mail).<h3>4. How long does it take to get verified after publishing BIMI?</h3>After publishing your BIMI DNS record and passing authentication checks, it usually takes 3 to 7 days for the logo and verified checkmark to appear in supported inboxes.<h3>5. What happens if my DMARC policy is set to “none”?</h3>BIMI will not activate. You must change your DMARC policy to quarantine or reject for BIMI to work.<h3>6. Do I need a separate BIMI record for subdomains?</h3>Yes, if you send emails from multiple subdomains, each subdomain should have its own BIMI record and logo configuration.<h3>7. Is BIMI supported in Outlook or Microsoft 365?</h3>Not yet. Microsoft has not implemented BIMI as of now, but it may support it in the future as adoption grows.

When you open an email from Apple or Google, you might notice a small blue checkmark or the brand’s official logo next to the sender’s name. That tiny icon is not decorative. It is a sign of verified authenticity, powered by BIMI (Brand Indicators for Message Identification).Implementing BIMI is one of the most effective ways to increase trust, visibility, and open rates for your transactional and marketing emails. This guide explains everything you need to know from DNS setup to logo requirements and verification so you can earn that verified checkmark for your brand.What Is BIMI?BIMI is an email authentication standard that allows brands to display their official logo next to their emails in recipients’ inboxes.It builds on top of DMARC, SPF, and DKIM, ensuring that only legitimate senders can use a company’s logo.In short:SPF verifies the sending IP address.DKIM verifies that the message content has not been tampered with.DMARC enforces alignment and policy.BIMI adds a visual trust layer using your brand logo.Why BIMI MattersBoosts Trust: The verified logo signals authenticity and reduces phishing risk.Increases Open Rates: Emails with visible brand logos stand out in crowded inboxes.Enhances Brand Recognition: Your logo appears alongside your sender name across supported email clients.Supports Deliverability: BIMI indirectly improves domain reputation through strong authentication.Email Clients That Support BIMIBIMI is still growing in adoption but is already supported by major inbox providers.Currently supported by:Gmail (requires a Verified Mark Certificate)Yahoo MailApple Mail (macOS and iOS 16 and above)FastmailAOL MailStep-by-Step Guide to Getting the Verified Checkmark with BIMIThere are four main steps to implement BIMI correctly:Set up email authenticationCreate and host your logo in the right formatObtain a Verified Mark Certificate (VMC)Publish your BIMI DNS recordLet’s go through each step in detail.Step 1: Set Up Email Authentication (SPF, DKIM, and DMARC)BIMI works only if your email domain passes all authentication checks.1. Configure SPFSPF (Sender Policy Framework) ensures that only your authorized servers can send emails on behalf of your domain.Example DNS TXT record:v=spf1 include:autosend.com -all
Replace autosend.com with your actual email service provider’s sending domain.2. Configure DKIMDKIM (DomainKeys Identified Mail) adds a digital signature to your emails.Example DKIM DNS record:v=DKIM1; k=rsa; p=MIIBIjANBgkqhk...
Your ESP (like AutoSend) provides this key.Add it to your DNS as a TXT record (usually under a selector like default._domainkey.yourdomain.com).3. Configure DMARCDMARC enforces alignment between SPF and DKIM. It also tells receiving servers what to do when emails fail authentication.Example DMARC DNS record:v=DMARC1; p=quarantine; rua=mailto:dmarc-reports@yourdomain.com; ruf=mailto:dmarc-failures@yourdomain.com; sp=none; adkim=s; aspf=s
Make sure your policy (p=) is set to quarantine or reject. BIMI will not work if your DMARC policy is set to none.Step 2: Create and Host a BIMI-Compatible LogoYour logo must meet BIMI’s strict visual and technical requirements.Logo Requirements:Format: SVG Tiny Portable/Secure (SVG-P/S)Shape: Square (1:1 aspect ratio)No text or taglinesTransparent backgroundFile size: Under 32 KBIf your logo is not in SVG Tiny PS format, you can convert it using Adobe Illustrator or online tools like the BIMI Logo Generator.Example file name:https://yourdomain.com/logo.svg
Host this logo on an HTTPS-secured URL without redirects.Step 3: Obtain a Verified Mark Certificate (VMC)To show a verified checkmark (especially in Gmail), you will need a VMC, a digital certificate proving that your organization owns the logo and trademark.How to get a VMC:Register your logo as a trademark with an official authority such as USPTO or EUIPO. This is required before applying for a VMC.Buy a VMC from a trusted certificate authority:EntrustDigiCertProvide your trademark details, logo file, and proof of domain control during verification.The verification process usually takes 5 to 15 business days. Once approved, you will receive a .pem file that links your domain to your verified brand logo.Step 4: Publish the BIMI DNS RecordAfter you have your logo and VMC, publish your BIMI record in DNS.Example TXT record:default._bimi.yourdomain.com IN TXT "v=BIMI1; l=https://yourdomain.com/logo.svg; a=https://yourdomain.com/vmc.pem"
Explanation:v=BIMI1 → versionl= → location of your logoa= → location of your VMC fileNote: The a= tag is optional for non-VMC implementations, but Gmail requires it for the verified checkmark.Step 5: Test Your BIMI SetupYou can verify your BIMI configuration with these tools:BIMI InspectorValimail BIMI CheckerMXToolbox BIMI LookupThese tools check:DNS record syntaxSVG formatVMC validityDMARC enforcementOnce everything passes, your verified logo should appear in Gmail and other supported inboxes within a few days.Troubleshooting Common BIMI IssuesProblem Cause Solution Logo not showing: Cause: DMARC policy set to none Solution: Change it to quarantine or reject “No VMC found” error Cause: Missing or invalid a= tag Solution: Add the correct VMC file URL Incorrect logo sizeCause: SVG not compliantSolution: Use SVG Tiny PS format No HTTPSCause: Insecure logo hostingSolution: Host logo and VMC over HTTPSHow Long Does It Take to Show?Once your BIMI record is published, it can take up to 7 days for mailbox providers to pick up and display the logo. Gmail may take a few extra days to cache the verification.The Business Value of BIMIImplementing BIMI is not just a technical task. It is a brand-building investment.Higher engagement: Users are more likely to open verified emails.Reduced phishing risk: Impersonators cannot spoof your brand easily.Consistent branding: Your logo is visible across inboxes, reinforcing recognition.Improved deliverability: Providers trust domains that use BIMI.TL;DRTo get a verified checkmark in Gmail and other inboxes:Set up SPF, DKIM, and DMARC with strict enforcement.Create a square SVG Tiny PS logo and host it securely on HTTPS.Register your logo as a trademark and obtain a Verified Mark Certificate (VMC).Publish a BIMI DNS TXT record linking your logo and VMC.Test and wait a few days for propagation.BIMI is becoming the modern trust signal for email, similar to the verified badge on social networks.By implementing it, you not only protect your brand but also show customers that you care about authenticity and security.If you are using AutoSend, BIMI setup is straightforward. AutoSend fully supports SPF, DKIM, and DMARC alignment, making it simple to authenticate and verify your domain.Frequently Asked Questions (FAQ)1. Does BIMI improve deliverability?Indirectly, yes. BIMI itself does not guarantee better inbox placement, but it relies on strong authentication. That improved trust and alignment positively impact your domain reputation and overall deliverability.2. How much does a Verified Mark Certificate (VMC) cost?A VMC usually costs between $900 and $1,500 per year, depending on the certificate authority. Some providers offer discounts for multi-year subscriptions.3. Can startups use BIMI without a trademark?Not if you want the verified checkmark in Gmail. Gmail requires a VMC, and a VMC requires a registered trademark. However, you can still implement BIMI without a VMC to display your logo in clients that support it without verification (such as Yahoo Mail).4. How long does it take to get verified after publishing BIMI?After publishing your BIMI DNS record and passing authentication checks, it usually takes 3 to 7 days for the logo and verified checkmark to appear in supported inboxes.5. What happens if my DMARC policy is set to “none”?BIMI will not activate. You must change your DMARC policy to quarantine or reject for BIMI to work.6. Do I need a separate BIMI record for subdomains?Yes, if you send emails from multiple subdomains, each subdomain should have its own BIMI record and logo configuration.7. Is BIMI supported in Outlook or Microsoft 365?Not yet. Microsoft has not implemented BIMI as of now, but it may support it in the future as adoption grows.

Learn how to set up BIMI to display your verified logo and checkmark in Gmail to boost trust and email deliverability.

How to Get a Verified Checkmark in Gmail with BIMI

When you think of email delivery platforms, SendGrid is often one of the first names that comes up. Founded in 2009 and now part of Twilio, SendGrid offers transactional and marketing-email services..But many businesses are discovering the limitations of SendGrid, and why looking for a SendGrid alternative makes sense:<ul><li>Pricing can become steep as you scale.</li><li>Some users report limited automation or marketing features unless you pay more.</li><li>Changing product strategy (for example, tightening free plan offerings) has left some users seeking other options.</li><li>You may want more modern features (AI-driven workflows, flexible APIs, seamless team collaboration) that older platforms may not prioritize as strongly.</li></ul>In short, if you’re evaluating your email delivery stack and wondering “What’s a better option than SendGrid?”, then you’re in the right place.<blockquote>We have also written a comprehensive <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/vs/sendgrid">comparison of features, pricing, and performance between AutoSend vs SendGrid</a>.</blockquote><hr><h2>What to look for in a modern email platform</h2>Before we dive into how AutoSend compares, let’s lay out the key criteria you should use when selecting a SendGrid alternative. Many recent reviews highlight these aspects.<ol><li>Deliverability, reliability, and infrastructure It’s not enough to send an email; it needs to land in the inbox, not get caught in spam or lost. Platforms must offer proper authentication (SPF, DKIM, DMARC), dedicated IPs (or strong shared-IP reputation), IP warming, and stable servers.</li><li>Scalability and pricing flexibility As you grow your list or transactional volume, you’ll want a platform where the cost doesn’t spiral, and system performance remains stable.</li><li>Ease of integration, automation, and APIs Modern tech stacks demand good REST or SMTP APIs, SDKs, webhooks, and automation flows (especially for transactional emails, for example triggered by events).</li><li>Marketing and transactional unified or clearly separated Some businesses only care about transactional emails; others do both (campaigns, newsletters, triggered flows). A platform that handles both (or allows you to separate) adds value.</li><li>Team collaboration, analytics, and future-proof features (AI, personalization) Email tools are evolving. Features like AI-powered personalization, segmentation, template generation, and team workflows matter.</li><li>Support, documentation, onboarding, and migration ease Switching from a tool like SendGrid should be as smooth as possible. Good documentation, support, and clear migration paths help.</li></ol>With that checklist in mind, let’s position AutoSend as the modern alternative you’ve been looking for.<h2>Introducing AutoSend: the modern SendGrid alternative!</h2><h3>What is AutoSend?</h3>AutoSend is a next-generation email delivery and automation platform built for businesses that expect more than “just sending lots of emails”. With fully-featured APIs, smart automation flows, robust deliverability tools, and collaborative dashboards, AutoSend is a great fit when you’re ready to move beyond legacy providers.<h3>Why AutoSend wins as a SendGrid alternative</h3>Here’s how AutoSend stacks up, anchored to the criteria above:<ul><li>Top-tier deliverability and infrastructure: AutoSend is built on modern cloud-native architecture, with smart routing to ensure messages land reliably.</li><li>Flexible pricing and scalable growth: Whether you’re sending thousands or millions of messages, AutoSend offers clear, transparent pricing without hidden fees.</li><li>Integration-first mindset: Full RESTful API, SMTP interface, webhooks, SDKs for multiple languages. AutoSend is designed for devs and growth marketing teams alike.</li><li>Combined marketing and transactional support: Need triggered transactional emails, drip campaigns, marketing blasts, or all of the above? AutoSend supports all without forcing you into a separate product.</li><li>Volume based pricing: AutoSend pricing is based on how many monthly emails you send and not how many contacts or subscribers you store unlike SendGrid and other email service providers. This is a huge benefit!</li><li>Team collaboration, analytics, and AI features: AutoSend brings in modern workflow builders, template libraries, AI-powered personalization suggestions, and a clean UI for teams to collaborate.</li><li>Hassle-free migration: If you’re coming from SendGrid (or another legacy provider), AutoSend offers migration assistance, friendly support, and robust documentation to get you started quickly.</li></ul><h3>Key differentiators vs SendGrid</h3><ul><li>While SendGrid remains popular, independent reviews show its inbox placement for some users lagging behind newer competitors. For example, one study found SendGrid inbox placement at around 61%.</li><li>Some alternatives emphasize the gap, such as deliverability-oriented platforms highlighting where SendGrid might underperform.</li><li>Many vendors also note that SendGrid’s pricing and automation features become less competitive at scale.</li><li>AutoSend is built from the ground up with these modern considerations in mind (team workflows, AI, scalable pricing) whereas legacy platforms may be evolving incrementally.</li></ul><h2>Who should consider AutoSend as their SendGrid alternative?</h2>AutoSend is a great fit if you:<ul><li>Are currently on SendGrid (or a similar tool) and feel constrained by pricing, feature limits, or deliverability.</li><li>Run both transactional emails (for example password resets, order confirmations) and marketing or campaign emails from the same system.</li><li>Want an email platform where devs and marketers can both collaborate through APIs and drag-drop workflows.</li><li>Value strong analytics, personalization, and smart automation (including AI-assisted features).</li><li>Need a future-proof platform with growth in mind (both volume and capability).</li><li>Want solid migration support (from SendGrid or other tools) with minimal disruption.</li></ul><h2>Migration: How to switch from SendGrid to AutoSend smoothly</h2>Switching email platforms can feel daunting, but with AutoSend you can execute a smooth migration. Here’s a suggested step-by-step:<ol><li>Map your existing workflows – List out what you currently send via SendGrid: transactional flows, marketing campaigns, triggered sequences.</li><li>Export your contacts, suppression lists, templates – Ensure you have backups of everything so you can import into AutoSend easily.</li><li>Create your AutoSend account and configure basics – Set up domains, authentication (SPF, DKIM, DMARC), IP warming if needed.</li><li>Recreate templates and automation flows – Use AutoSend’s UI to import or rebuild your templates, triggers, and workflows.</li><li>Run small test campaigns or transactional sends – Validate everything, check deliverability, open or click rates.</li><li>Switch over DNS and API or SMTP endpoints – Update your apps or sites to use AutoSend instead of SendGrid.</li><li>Monitor performance and fine-tune – Use AutoSend’s analytics dashboards to check deliverability, bounce rates, engagement.</li><li>Decommission SendGrid (if desired) – Once you’re confident in AutoSend, you can sunset your SendGrid account or keep it as fallback.</li></ol>By following this plan, you can minimize downtime and risk and start reaping the benefits of a modern SendGrid alternative right away.<hr>If you’ve been searching for a <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com">SendGrid alternative</a>, you’re likely already aware that email needs have evolved. It’s no longer just about sending a high volume of messages. It’s about sending the right messages, reliably, and at scale, in collaboration with your team, with smart automation and clear analytics.AutoSend offers exactly that: a modern platform built for today’s emailing needs, combining deliverability, integration, flexibility, and innovation. If you’re ready to move beyond the constraints of older systems, give AutoSend a look.

When you think of email delivery platforms, SendGrid is often one of the first names that comes up. Founded in 2009 and now part of Twilio, SendGrid offers transactional and marketing-email services..But many businesses are discovering the limitations of SendGrid, and why looking for a SendGrid alternative makes sense:Pricing can become steep as you scale.Some users report limited automation or marketing features unless you pay more.Changing product strategy (for example, tightening free plan offerings) has left some users seeking other options.You may want more modern features (AI-driven workflows, flexible APIs, seamless team collaboration) that older platforms may not prioritize as strongly.In short, if you’re evaluating your email delivery stack and wondering “What’s a better option than SendGrid?”, then you’re in the right place.We have also written a comprehensive comparison of features, pricing, and performance between AutoSend vs SendGrid.What to look for in a modern email platformBefore we dive into how AutoSend compares, let’s lay out the key criteria you should use when selecting a SendGrid alternative. Many recent reviews highlight these aspects.Deliverability, reliability, and infrastructureIt’s not enough to send an email; it needs to land in the inbox, not get caught in spam or lost. Platforms must offer proper authentication (SPF, DKIM, DMARC), dedicated IPs (or strong shared-IP reputation), IP warming, and stable servers.Scalability and pricing flexibilityAs you grow your list or transactional volume, you’ll want a platform where the cost doesn’t spiral, and system performance remains stable.Ease of integration, automation, and APIsModern tech stacks demand good REST or SMTP APIs, SDKs, webhooks, and automation flows (especially for transactional emails, for example triggered by events).Marketing and transactional unified or clearly separatedSome businesses only care about transactional emails; others do both (campaigns, newsletters, triggered flows). A platform that handles both (or allows you to separate) adds value.Team collaboration, analytics, and future-proof features (AI, personalization)Email tools are evolving. Features like AI-powered personalization, segmentation, template generation, and team workflows matter.Support, documentation, onboarding, and migration easeSwitching from a tool like SendGrid should be as smooth as possible. Good documentation, support, and clear migration paths help.With that checklist in mind, let’s position AutoSend as the modern alternative you’ve been looking for.Introducing AutoSend: the modern SendGrid alternative!What is AutoSend?AutoSend is a next-generation email delivery and automation platform built for businesses that expect more than “just sending lots of emails”. With fully-featured APIs, smart automation flows, robust deliverability tools, and collaborative dashboards, AutoSend is a great fit when you’re ready to move beyond legacy providers.Why AutoSend wins as a SendGrid alternativeHere’s how AutoSend stacks up, anchored to the criteria above:Top-tier deliverability and infrastructure: AutoSend is built on modern cloud-native architecture, with smart routing to ensure messages land reliably.Flexible pricing and scalable growth: Whether you’re sending thousands or millions of messages, AutoSend offers clear, transparent pricing without hidden fees.Integration-first mindset: Full RESTful API, SMTP interface, webhooks, SDKs for multiple languages. AutoSend is designed for devs and growth marketing teams alike.Combined marketing and transactional support: Need triggered transactional emails, drip campaigns, marketing blasts, or all of the above? AutoSend supports all without forcing you into a separate product.Volume based pricing: AutoSend pricing is based on how many monthly emails you send and not how many contacts or subscribers you store unlike SendGrid and other email service providers. This is a huge benefit!Team collaboration, analytics, and AI features: AutoSend brings in modern workflow builders, template libraries, AI-powered personalization suggestions, and a clean UI for teams to collaborate.Hassle-free migration: If you’re coming from SendGrid (or another legacy provider), AutoSend offers migration assistance, friendly support, and robust documentation to get you started quickly.Key differentiators vs SendGridWhile SendGrid remains popular, independent reviews show its inbox placement for some users lagging behind newer competitors. For example, one study found SendGrid inbox placement at around 61%.Some alternatives emphasize the gap, such as deliverability-oriented platforms highlighting where SendGrid might underperform.Many vendors also note that SendGrid’s pricing and automation features become less competitive at scale.AutoSend is built from the ground up with these modern considerations in mind (team workflows, AI, scalable pricing) whereas legacy platforms may be evolving incrementally.Who should consider AutoSend as their SendGrid alternative?AutoSend is a great fit if you:Are currently on SendGrid (or a similar tool) and feel constrained by pricing, feature limits, or deliverability.Run both transactional emails (for example password resets, order confirmations) and marketing or campaign emails from the same system.Want an email platform where devs and marketers can both collaborate through APIs and drag-drop workflows.Value strong analytics, personalization, and smart automation (including AI-assisted features).Need a future-proof platform with growth in mind (both volume and capability).Want solid migration support (from SendGrid or other tools) with minimal disruption.Migration: How to switch from SendGrid to AutoSend smoothlySwitching email platforms can feel daunting, but with AutoSend you can execute a smooth migration. Here’s a suggested step-by-step:Map your existing workflows – List out what you currently send via SendGrid: transactional flows, marketing campaigns, triggered sequences.Export your contacts, suppression lists, templates – Ensure you have backups of everything so you can import into AutoSend easily.Create your AutoSend account and configure basics – Set up domains, authentication (SPF, DKIM, DMARC), IP warming if needed.Recreate templates and automation flows – Use AutoSend’s UI to import or rebuild your templates, triggers, and workflows.Run small test campaigns or transactional sends – Validate everything, check deliverability, open or click rates.Switch over DNS and API or SMTP endpoints – Update your apps or sites to use AutoSend instead of SendGrid.Monitor performance and fine-tune – Use AutoSend’s analytics dashboards to check deliverability, bounce rates, engagement.Decommission SendGrid (if desired) – Once you’re confident in AutoSend, you can sunset your SendGrid account or keep it as fallback.By following this plan, you can minimize downtime and risk and start reaping the benefits of a modern SendGrid alternative right away.If you’ve been searching for a SendGrid alternative, you’re likely already aware that email needs have evolved. It’s no longer just about sending a high volume of messages. It’s about sending the right messages, reliably, and at scale, in collaboration with your team, with smart automation and clear analytics.AutoSend offers exactly that: a modern platform built for today’s emailing needs, combining deliverability, integration, flexibility, and innovation. If you’re ready to move beyond the constraints of older systems, give AutoSend a look.

Looking for a SendGrid alternative? Discover why AutoSend is the best modern email platform for transactional and marketing emails with simple pricing and reliable deliverability.

SendGrid Alternative: Why AutoSend Is the Best Modern Email Platform

When you start using AutoSend to send <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/transactional-emails">transactional emails</a>, you’re likely using a freshly connected domain or subdomain. That domain might be perfectly configured with verified DNS, working SPF, DKIM, and DMARC. But to mailbox providers like Gmail or Outlook, it’s brand new. They don’t yet know your sending behavior or your engagement quality.If you start sending thousands of password resets or verification emails right away, filters may flag your messages as suspicious. This is where domain warm-up comes in.<h2>What is domain warm-up?</h2>Domain warm-up is the process of gradually increasing the volume of emails you send through a new domain or IP.The goal is to show mailbox providers that you’re a legitimate sender who sends to real, engaged users and not a spammer blasting to thousands of unverified addresses.Think of it like training mode for your domain. Every email you send builds reputation, and with each positive signal (like opens, clicks, or successful deliveries), your domain earns trust.<h2>Why warm-up matters when you start using AutoSend</h2>When you connect a new domain in AutoSend, the system authenticates it automatically with <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/spf-sender-policy-framework">SPF</a>, <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/dkim-domainkeys-identified-mail">DKIM</a>, and <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/dmarc-domain-based-message-authentication-reporting-conformance">DMARC</a> settings. Technically, you’re ready to send.But reputation is not built overnight. Without a warm-up phase:<ul><li>Your first few campaigns might land in spam or promotions tabs.</li><li>You could experience slow delivery or throttling by major inboxes.</li><li>Your sender reputation could drop before it even starts.</li></ul>Warming up allows AutoSend’s sending infrastructure and your domain to build a positive reputation together. It’s how you establish consistent inbox placement from day one.<h2>Before you start warming up</h2>Make sure these basics are covered before sending your first email:1. Use a dedicated subdomain for transactional emails Instead of sending from your root domain, use something like <code>notify.yourdomain.com</code>. This separates transactional emails from marketing traffic and keeps your main domain reputation safe.2. Verify your domain in AutoSend Go to your AutoSend dashboard and complete domain verification. This ensures your SPF and DKIM records are valid and the domain is ready for sending.3. Send only to real users If you already have active customers or verified users, start with them. Don’t test with random or inactive addresses. High bounces in the first week can severely hurt your reputation.<h2>Step-by-step warm-up plan for AutoSend users</h2><h3>Week 1: Start small and consistent</h3>Send around 20 to 50 transactional emails per day. Examples: sign-up confirmations, test password resets, or account alerts.AutoSend will automatically log each email’s delivery, bounce, and open rate. Keep an eye on these metrics from your dashboard.<h3>Week 2: Slowly increase the volume</h3>If your first week looks healthy (no major bounces or spam complaints), double your daily sending volume. Maintain the same schedule. Sending consistently every day is more important than sending large batches.<h3>Week 3–4: Ramp up to normal usage</h3>You can now start sending more real transactional traffic. Increase gradually by 25–30 percent every few days. Watch your logs in AutoSend; if you notice rising bounce or delay rates, hold the volume steady until things stabilize.<h3>After a month: Reach steady state</h3>Once you’ve reached your normal email volume and maintain stable deliverability, your domain is officially “warmed up.” From here on, consistent performance and low bounce rates will keep your reputation strong.<h2>What AutoSend tracks to help during warm-up</h2>AutoSend provides detailed logs and metrics that are essential during warm-up:<ul><li>Delivery rate – How many emails successfully reach the inbox.</li><li>Bounce reports – Identify invalid addresses early.</li><li>Latency – How fast messages are accepted by recipient servers.</li><li>Spam or complaint signals – See if users flag your messages.</li></ul>You can access all these insights directly in your AutoSend dashboard.<h2>Common mistakes to avoid</h2><ul><li>Sending too much, too soon: The most common mistake is sending large volumes right after connecting your domain to AutoSend. When a brand-new domain suddenly starts sending thousands of emails, mailbox providers interpret that as suspicious behavior. It resembles what spammers do — appear out of nowhere and flood inboxes. Start small, send consistently, and increase volume gradually. This signals stability and helps mailbox algorithms learn to trust your sending pattern.</li><li>Testing with fake or inactive email addresses: It might be tempting to bulk-test your setup using random or made-up addresses, but that’s a fast way to ruin your domain’s reputation. Every bounce or invalid recipient negatively affects your trust score. Instead, test with verified accounts — your own team, colleagues, or users who actually exist. In AutoSend, you can track every delivery and bounce in your logs, so you don’t need to risk fake tests.</li><li>Ignoring soft bounces and temporary errors: Soft bounces often get dismissed as “minor” issues, but they’re valuable signals. They usually indicate that the receiving server is temporarily limiting your volume or delaying acceptance until it trusts you more. If you keep pushing the same volume without addressing it, providers may start blocking you completely. Watch for patterns in your AutoSend delivery logs. If you see repeated soft bounces, slow your sending rate or pause the ramp-up until things stabilize.</li><li>Mixing marketing and transactional messages: During warm-up, focus only on true transactional emails — password resets, account verifications, or receipts. Mixing promotional content like discounts or product updates confuses spam filters and can damage your domain’s reputation before it’s even established. Always send marketing campaigns from a separate subdomain, for example, <code>updates.yourdomain.com</code>, while keeping transactional traffic on <code>notifications.yourdomain.com</code>. AutoSend supports multiple verified domains and subdomains, making this easy to manage.</li><li>Not checking AutoSend logs or monitoring metrics: One of the biggest advantages of AutoSend is visibility — you can see exactly what’s happening with every message you send. Ignoring this data during warm-up is like flying blind. Your logs show delivery success, bounces, latency, and user engagement. Checking them regularly helps you identify potential issues early. If you notice unusual delays, high bounces, or authentication errors, it’s a sign to pause and correct the setup before scaling further.</li><li>Stopping activity too soon: Some users complete their warm-up successfully and then stop sending emails for several weeks. That can actually cause your domain reputation to cool down again. Mailbox providers value consistent patterns, so when you stop sending, your “trust history” begins to fade. If you anticipate downtime, keep a minimal amount of activity running — even a few test emails every few days through AutoSend is enough to maintain domain freshness.</li></ul><h2>How long should warm-up take?</h2>For most AutoSend users, it takes around 2 to 3 weeks to reach full volume safely. Smaller teams or products with lower email traffic can complete it in less time. If your monthly sending volume is less than 10,000 emails then it should be 1 to 2 weeks.The key is not speed but consistency. A slow and steady ramp-up gives mailbox providers the confidence they need to treat your messages as trusted communication.<h2>Maintaining your sender reputation</h2>Once your domain is fully warmed up:<ul><li>Keep sending regularly — inactivity can reset reputation.</li><li>Monitor your <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/bounce-rate">bounce rate</a> weekly.</li><li>Use AutoSend’s logs to ensure your authentication remains valid.</li><li>Avoid sudden spikes in email volume.</li></ul>Treat your domain’s reputation like uptime monitoring. It’s ongoing maintenance, not a one-time task.<hr>Warming up your domain is one of the most important things you can do when starting out with AutoSend or any other <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/email-service-provider-esp">email service provider</a>.It’s not complicated, just intentional. Start small, be consistent, and use the detailed logs AutoSend provides to monitor every stage. Within a few weeks, your emails will reach inboxes faster, avoid spam filters, and stay reliable — exactly what transactional emails are meant to do.You’ve read this far, so here’s a quick tip: encourage users to reply to your emails to boost your domain reputation.<hr><h2>Frequently Asked Questions</h2><h3>Do I need to warm up my domain after connecting it to AutoSend?</h3>Yes. Even if your domain is verified in AutoSend, mailbox providers don’t yet trust it. Warming up builds a positive reputation and prevents your emails from being flagged or delayed.<hr><h3>2. How long should I warm up before sending full volume?</h3>It usually takes around 3 to 4 weeks for most AutoSend users to reach steady-state volume. The exact time depends on your daily email traffic and engagement rates.<hr><h3>3. Should I use my main domain or a subdomain for transactional emails?</h3>Use a subdomain like <code>notifications.yourdomain.com</code>. AutoSend makes this easy to configure during domain setup. It isolates your transactional traffic from marketing or newsletter emails.<hr><h3>4. How can I monitor my progress during warm-up?</h3>Your AutoSend dashboard shows real-time logs for every email: delivery status, bounces, latency, and engagement metrics. You can use this data to track how your warm-up is progressing and adjust accordingly.<hr><h3>5. What happens if I send too many emails too quickly?</h3>Mailbox providers may throttle or block your messages, causing slow delivery or spam placement. It can also lower your domain reputation, making recovery harder later.<hr><h3>6. Can I warm up multiple domains in AutoSend?</h3>Yes. If you manage multiple products or environments, you can verify and warm up separate subdomains individually inside your AutoSend account. Each one will build its own reputation.<hr><h3>7. What if I stop sending emails for a few weeks after warming up?</h3>If your domain goes inactive for a long time, reputation may start to decay. When you resume, repeat a shorter warm-up phase by sending smaller volumes again for a few days.

When you start using AutoSend to send transactional emails, you’re likely using a freshly connected domain or subdomain. That domain might be perfectly configured with verified DNS, working SPF, DKIM, and DMARC. But to mailbox providers like Gmail or Outlook, it’s brand new. They don’t yet know your sending behavior or your engagement quality.If you start sending thousands of password resets or verification emails right away, filters may flag your messages as suspicious. This is where domain warm-up comes in.What is domain warm-up?Domain warm-up is the process of gradually increasing the volume of emails you send through a new domain or IP.The goal is to show mailbox providers that you’re a legitimate sender who sends to real, engaged users and not a spammer blasting to thousands of unverified addresses.Think of it like training mode for your domain. Every email you send builds reputation, and with each positive signal (like opens, clicks, or successful deliveries), your domain earns trust.Why warm-up matters when you start using AutoSendWhen you connect a new domain in AutoSend, the system authenticates it automatically with SPF, DKIM, and DMARC settings. Technically, you’re ready to send.But reputation is not built overnight. Without a warm-up phase:Your first few campaigns might land in spam or promotions tabs.You could experience slow delivery or throttling by major inboxes.Your sender reputation could drop before it even starts.Warming up allows AutoSend’s sending infrastructure and your domain to build a positive reputation together. It’s how you establish consistent inbox placement from day one.Before you start warming upMake sure these basics are covered before sending your first email:1. Use a dedicated subdomain for transactional emailsInstead of sending from your root domain, use something like notify.yourdomain.com. This separates transactional emails from marketing traffic and keeps your main domain reputation safe.2. Verify your domain in AutoSendGo to your AutoSend dashboard and complete domain verification. This ensures your SPF and DKIM records are valid and the domain is ready for sending.3. Send only to real usersIf you already have active customers or verified users, start with them. Don’t test with random or inactive addresses. High bounces in the first week can severely hurt your reputation.Step-by-step warm-up plan for AutoSend usersWeek 1: Start small and consistentSend around 20 to 50 transactional emails per day.Examples: sign-up confirmations, test password resets, or account alerts.AutoSend will automatically log each email’s delivery, bounce, and open rate. Keep an eye on these metrics from your dashboard.Week 2: Slowly increase the volumeIf your first week looks healthy (no major bounces or spam complaints), double your daily sending volume. Maintain the same schedule. Sending consistently every day is more important than sending large batches.Week 3–4: Ramp up to normal usageYou can now start sending more real transactional traffic.Increase gradually by 25–30 percent every few days. Watch your logs in AutoSend; if you notice rising bounce or delay rates, hold the volume steady until things stabilize.After a month: Reach steady stateOnce you’ve reached your normal email volume and maintain stable deliverability, your domain is officially “warmed up.” From here on, consistent performance and low bounce rates will keep your reputation strong.What AutoSend tracks to help during warm-upAutoSend provides detailed logs and metrics that are essential during warm-up:Delivery rate – How many emails successfully reach the inbox.Bounce reports – Identify invalid addresses early.Latency – How fast messages are accepted by recipient servers.Spam or complaint signals – See if users flag your messages.You can access all these insights directly in your AutoSend dashboard.Common mistakes to avoidSending too much, too soon: The most common mistake is sending large volumes right after connecting your domain to AutoSend. When a brand-new domain suddenly starts sending thousands of emails, mailbox providers interpret that as suspicious behavior. It resembles what spammers do — appear out of nowhere and flood inboxes. Start small, send consistently, and increase volume gradually. This signals stability and helps mailbox algorithms learn to trust your sending pattern.Testing with fake or inactive email addresses: It might be tempting to bulk-test your setup using random or made-up addresses, but that’s a fast way to ruin your domain’s reputation. Every bounce or invalid recipient negatively affects your trust score. Instead, test with verified accounts — your own team, colleagues, or users who actually exist. In AutoSend, you can track every delivery and bounce in your logs, so you don’t need to risk fake tests.Ignoring soft bounces and temporary errors: Soft bounces often get dismissed as “minor” issues, but they’re valuable signals. They usually indicate that the receiving server is temporarily limiting your volume or delaying acceptance until it trusts you more. If you keep pushing the same volume without addressing it, providers may start blocking you completely. Watch for patterns in your AutoSend delivery logs. If you see repeated soft bounces, slow your sending rate or pause the ramp-up until things stabilize.Mixing marketing and transactional messages: During warm-up, focus only on true transactional emails — password resets, account verifications, or receipts. Mixing promotional content like discounts or product updates confuses spam filters and can damage your domain’s reputation before it’s even established. Always send marketing campaigns from a separate subdomain, for example, updates.yourdomain.com, while keeping transactional traffic on notifications.yourdomain.com. AutoSend supports multiple verified domains and subdomains, making this easy to manage.Not checking AutoSend logs or monitoring metrics: One of the biggest advantages of AutoSend is visibility — you can see exactly what’s happening with every message you send. Ignoring this data during warm-up is like flying blind. Your logs show delivery success, bounces, latency, and user engagement. Checking them regularly helps you identify potential issues early. If you notice unusual delays, high bounces, or authentication errors, it’s a sign to pause and correct the setup before scaling further.Stopping activity too soon: Some users complete their warm-up successfully and then stop sending emails for several weeks. That can actually cause your domain reputation to cool down again. Mailbox providers value consistent patterns, so when you stop sending, your “trust history” begins to fade. If you anticipate downtime, keep a minimal amount of activity running — even a few test emails every few days through AutoSend is enough to maintain domain freshness.How long should warm-up take?For most AutoSend users, it takes around 2 to 3 weeks to reach full volume safely. Smaller teams or products with lower email traffic can complete it in less time. If your monthly sending volume is less than 10,000 emails then it should be 1 to 2 weeks.The key is not speed but consistency. A slow and steady ramp-up gives mailbox providers the confidence they need to treat your messages as trusted communication.Maintaining your sender reputationOnce your domain is fully warmed up:Keep sending regularly — inactivity can reset reputation.Monitor your bounce rate weekly.Use AutoSend’s logs to ensure your authentication remains valid.Avoid sudden spikes in email volume.Treat your domain’s reputation like uptime monitoring. It’s ongoing maintenance, not a one-time task.Warming up your domain is one of the most important things you can do when starting out with AutoSend or any other email service provider.It’s not complicated, just intentional. Start small, be consistent, and use the detailed logs AutoSend provides to monitor every stage. Within a few weeks, your emails will reach inboxes faster, avoid spam filters, and stay reliable — exactly what transactional emails are meant to do.You’ve read this far, so here’s a quick tip: encourage users to reply to your emails to boost your domain reputation.Frequently Asked QuestionsDo I need to warm up my domain after connecting it to AutoSend?Yes. Even if your domain is verified in AutoSend, mailbox providers don’t yet trust it. Warming up builds a positive reputation and prevents your emails from being flagged or delayed.2. How long should I warm up before sending full volume?It usually takes around 3 to 4 weeks for most AutoSend users to reach steady-state volume. The exact time depends on your daily email traffic and engagement rates.3. Should I use my main domain or a subdomain for transactional emails?Use a subdomain like notifications.yourdomain.com. AutoSend makes this easy to configure during domain setup. It isolates your transactional traffic from marketing or newsletter emails.4. How can I monitor my progress during warm-up?Your AutoSend dashboard shows real-time logs for every email: delivery status, bounces, latency, and engagement metrics. You can use this data to track how your warm-up is progressing and adjust accordingly.5. What happens if I send too many emails too quickly?Mailbox providers may throttle or block your messages, causing slow delivery or spam placement. It can also lower your domain reputation, making recovery harder later.6. Can I warm up multiple domains in AutoSend?Yes. If you manage multiple products or environments, you can verify and warm up separate subdomains individually inside your AutoSend account. Each one will build its own reputation.7. What if I stop sending emails for a few weeks after warming up?If your domain goes inactive for a long time, reputation may start to decay. When you resume, repeat a shorter warm-up phase by sending smaller volumes again for a few days.

Learn how to warm up a new domain for transactional emails with this step-by-step guide. Improve deliverability, build reputation, and avoid spam filters.

How to Warm Up a New Domain for Transactional Emails

You build a great product, craft a thoughtful message, hit send... and then your user says, “I didn’t get the email.” So you check your logs, everything looks fine, but the message is sitting quietly in their spam folder. Oops, embarrassing!This is one of the most frustrating parts of running an app or sending transactional emails. The good news? It’s almost always fixable once you understand what’s going wrong.Let’s unpack why emails go to spam and how you can keep yours landing safely in the inbox.<h2>You haven’t set up proper email authentication</h2>This is the number one reason your emails end up in spam.If your domain isn’t authenticated, email providers like Gmail or Outlook can’t confirm the message is really coming from you. So, to protect users, they flag it as suspicious.Set up three essential DNS records:<ul><li><a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/spf-sender-policy-framework">SPF</a> – lists the servers allowed to send emails for your domain.</li><li><a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/dkim-domainkeys-identified-mail">DKIM</a> – adds a digital signature to prove the email wasn’t modified.</li><li><a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/dmarc-domain-based-message-authentication-reporting-conformance">DMARC</a> – tells providers what to do when an email fails SPF or DKIM checks.</li></ul>Once you configure these correctly, you’ll see a noticeable improvement in inbox placement. Tools like <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://www.mail-tester.com/">Mail-Tester</a>, <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://mxtoolbox.com/">MXToolbox</a>, or <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://dmarcian.com/">DMARCian</a> can help verify your setup.<h2>Your sending domain or IP has a poor reputation</h2>Every domain and IP has a reputation score that mailbox providers use to decide where your emails go. If too many of your messages get flagged, bounced, or ignored, your reputation drops, and your next emails are more likely to be filtered as spam.Common causes include:<ul><li>Sending large batches too quickly</li><li>Using shared IPs with other senders who spam</li><li>Getting high bounce or complaint rates</li></ul>To fix this:<ul><li>Warm up new domains gradually instead of blasting thousands of emails on day one.</li><li>Use dedicated IPs if you send high volume.</li><li>Keep your bounce rate below 2% and complaint rate below 0.1%.</li></ul>Think of your sender reputation like a credit score. Consistency, trust, and history matter more than speed.<h2>Your email content looks spammy</h2>Spam filters scan the content of your emails before they reach the inbox. Even if your authentication is perfect, your copy and formatting can still trigger a filter.Here’s what to watch out for:<ul><li>Overuse of “FREE,” “LIMITED TIME,” or “CLICK NOW.”</li><li>Too many images with little text.</li><li>Broken HTML or messy inline styles.</li><li>No plain text version of the email.</li><li>Missing unsubscribe link in marketing emails.</li></ul>Keep your design simple and your tone natural. Write like you’re talking to a person, not pitching a crowd. Always include a clear sender name, recognizable address, and valid contact info.Pro tip: Before sending a campaign, run it through a spam-check tool to see how filters interpret your content.<h2>You’re sending from a new or cold domain</h2>If your domain is brand new or has never sent emails before, providers don’t trust it yet. That’s normal.Start slow. Send small batches to verified or internal addresses, build up a positive history, and monitor engagement. This process is known as <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/blog/how-to-warm-up-a-new-domain-for-transactional-emails">domain warming</a>.You can also use a subdomain for your email traffic, like <code>mail.yourdomain.com</code> or <code>notifications.yourdomain.com</code>. This keeps your main domain safe if something goes wrong.Remember, reputation builds over time. The key is steady, consistent sending behavior.<h2>You’re not monitoring your delivery performance</h2>Email deliverability isn’t a one-time setup. It’s something you have to monitor continuously.Keep an eye on:<ul><li>Bounce logs: Which addresses are failing and why.</li><li>Open and click rates: Low engagement signals filters that your emails aren’t wanted.</li><li>Spam complaints: Even a small spike can affect your reputation.</li></ul>Most modern email platforms provide dashboards or webhook logs for this data. Reviewing them weekly helps you spot patterns before they become serious problems.If you’re sending through APIs or services like AutoSend, you can use Email Activity feature to track your delivery rate and fix authentication or content issues fast.<h2>You’re mixing transactional and promotional content</h2>This is an easy mistake to make. Transactional emails are system messages triggered by user actions (signup confirmations, password resets, invoices). Promotional emails are sent to promote something (updates, offers, new features).Mixing them confuses both users and spam filters. For example:<blockquote>“Your password has been reset successfully. Here’s a 30% discount on your next order.”</blockquote>That’s not a transactional email anymore. Keep them separate. Use different templates, sender names, or subdomains for each type.This clarity helps you stay compliant with laws like CAN-SPAM and improves overall inbox placement.<h2>You’re sending without user consent</h2>Even if you have the best infrastructure, sending emails to people who didn’t opt in is a fast track to the spam folder.Always collect consent before sending marketing messages. Use double opt-in where users confirm their subscription. Make it easy to unsubscribe or change preferences at any time.Trust is a long-term deliverability strategy. The fewer complaints you get, the stronger your domain reputation becomes.<h2>Test before you send</h2>Before sending anything to your full list, send test emails to a few different accounts (Gmail, Outlook, Yahoo) and check where they land.If they consistently show up in spam, inspect the headers and test against spam score tools. Small tweaks in authentication, copy, or formatting can often make the difference.<hr>Landing in the spam folder doesn’t mean your emails are doomed. It’s usually a sign that one or two technical or behavioral factors need attention.Start with authentication, check your domain reputation, simplify your content, and watch your logs. Over time, your inbox placement will improve and stay consistent.Good deliverability is not luck. It’s the result of clean setup, good habits, and trust built over time.

You build a great product, craft a thoughtful message, hit send... and then your user says, “I didn’t get the email.” So you check your logs, everything looks fine, but the message is sitting quietly in their spam folder. Oops, embarrassing!This is one of the most frustrating parts of running an app or sending transactional emails. The good news? It’s almost always fixable once you understand what’s going wrong.Let’s unpack why emails go to spam and how you can keep yours landing safely in the inbox.You haven’t set up proper email authenticationThis is the number one reason your emails end up in spam.If your domain isn’t authenticated, email providers like Gmail or Outlook can’t confirm the message is really coming from you. So, to protect users, they flag it as suspicious.Set up three essential DNS records:SPF – lists the servers allowed to send emails for your domain.DKIM – adds a digital signature to prove the email wasn’t modified.DMARC – tells providers what to do when an email fails SPF or DKIM checks.Once you configure these correctly, you’ll see a noticeable improvement in inbox placement. Tools like Mail-Tester, MXToolbox, or DMARCian can help verify your setup.Your sending domain or IP has a poor reputationEvery domain and IP has a reputation score that mailbox providers use to decide where your emails go. If too many of your messages get flagged, bounced, or ignored, your reputation drops, and your next emails are more likely to be filtered as spam.Common causes include:Sending large batches too quicklyUsing shared IPs with other senders who spamGetting high bounce or complaint ratesTo fix this:Warm up new domains gradually instead of blasting thousands of emails on day one.Use dedicated IPs if you send high volume.Keep your bounce rate below 2% and complaint rate below 0.1%.Think of your sender reputation like a credit score. Consistency, trust, and history matter more than speed.Your email content looks spammySpam filters scan the content of your emails before they reach the inbox. Even if your authentication is perfect, your copy and formatting can still trigger a filter.Here’s what to watch out for:Overuse of “FREE,” “LIMITED TIME,” or “CLICK NOW.”Too many images with little text.Broken HTML or messy inline styles.No plain text version of the email.Missing unsubscribe link in marketing emails.Keep your design simple and your tone natural. Write like you’re talking to a person, not pitching a crowd. Always include a clear sender name, recognizable address, and valid contact info.Pro tip: Before sending a campaign, run it through a spam-check tool to see how filters interpret your content.You’re sending from a new or cold domainIf your domain is brand new or has never sent emails before, providers don’t trust it yet. That’s normal.Start slow. Send small batches to verified or internal addresses, build up a positive history, and monitor engagement. This process is known as domain warming.You can also use a subdomain for your email traffic, like mail.yourdomain.com or notifications.yourdomain.com. This keeps your main domain safe if something goes wrong.Remember, reputation builds over time. The key is steady, consistent sending behavior.You’re not monitoring your delivery performanceEmail deliverability isn’t a one-time setup. It’s something you have to monitor continuously.Keep an eye on:Bounce logs: Which addresses are failing and why.Open and click rates: Low engagement signals filters that your emails aren’t wanted.Spam complaints: Even a small spike can affect your reputation.Most modern email platforms provide dashboards or webhook logs for this data. Reviewing them weekly helps you spot patterns before they become serious problems.If you’re sending through APIs or services like AutoSend, you can use Email Activity feature to track your delivery rate and fix authentication or content issues fast.You’re mixing transactional and promotional contentThis is an easy mistake to make. Transactional emails are system messages triggered by user actions (signup confirmations, password resets, invoices). Promotional emails are sent to promote something (updates, offers, new features).Mixing them confuses both users and spam filters. For example:“Your password has been reset successfully. Here’s a 30% discount on your next order.”That’s not a transactional email anymore. Keep them separate. Use different templates, sender names, or subdomains for each type.This clarity helps you stay compliant with laws like CAN-SPAM and improves overall inbox placement.You’re sending without user consentEven if you have the best infrastructure, sending emails to people who didn’t opt in is a fast track to the spam folder.Always collect consent before sending marketing messages. Use double opt-in where users confirm their subscription. Make it easy to unsubscribe or change preferences at any time.Trust is a long-term deliverability strategy. The fewer complaints you get, the stronger your domain reputation becomes.Test before you sendBefore sending anything to your full list, send test emails to a few different accounts (Gmail, Outlook, Yahoo) and check where they land.If they consistently show up in spam, inspect the headers and test against spam score tools. Small tweaks in authentication, copy, or formatting can often make the difference.Landing in the spam folder doesn’t mean your emails are doomed. It’s usually a sign that one or two technical or behavioral factors need attention.Start with authentication, check your domain reputation, simplify your content, and watch your logs. Over time, your inbox placement will improve and stay consistent.Good deliverability is not luck. It’s the result of clean setup, good habits, and trust built over time.

Learn why your emails are going to spam and how to fix it. A simple guide to improve email deliverability, authentication, and sender reputation.

Emails Going to Spam? Here’s How to Fix It

Transactional emails are the quiet workhorses of any product. They confirm signups, reset passwords, send receipts, and quietly keep users connected to what they just did.But here’s the catch. Because they “just work,” most teams stop paying attention to them after setting things up. That’s when small mistakes start slipping in. A missing link. A message stuck in spam folder. Or emails that never arrive.These little things can hurt your product’s trust, conversions, and reputation more than you think.Let’s talk about the five common mistakes people make with transactional emails and how to avoid them.<h2>1. Mixing transactional and marketing emails</h2>This is one of the biggest red flags!Transactional emails are triggered by what the user does, like signing up, verifying their address, or completing a payment. Marketing emails, on the other hand, are sent by you, such as newsletters, offers, or feature updates.When you mix the two, you create confusion and risk deliverability issues. Even a single promotional line can change how email providers treat your message.Example of what not to do:<blockquote>“Your password has been reset successfully. By the way, here’s 20% off your next order.”</blockquote>That’s not transactional anymore. It’s a marketing email disguised as a notification. Email clients (Gmail, Outlook, etc) most probably blacklist your sending domain for doing this!If you send both kinds, separate them properly. Use subdomains like <code>notifications.yourdomain.com</code> for transactional emails and <code>updates.yourdomain.com</code> for marketing. It helps you stay compliant and keeps your sender reputation clean.Tip: We use main (root) domain for certain marketing emails like product updates because they need to come from a builder than a brand. We also encourage users to reply to these emails by asking for feedback or feature requests.<hr><h2>2. Skipping authentication and deliverability setup</h2>Email authentication is not optional. Without it, your messages might never reach inboxes.Set up <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/spf-sender-policy-framework">SPF</a>, <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/dkim-domainkeys-identified-mail">DKIM</a>, and <a target="_blank" rel="noopener noreferrer" class="break-all link-break text-gray-500 hover:underline" href="https://autosend.com/glossary/dmarc-domain-based-message-authentication-reporting-conformance">DMARC</a> for your sending domain. These records prove that your emails are legitimate and authorized. Without them, providers like Gmail or Outlook might flag them as suspicious.Think of these as ID checks for your emails. No ID, no entry.It’s good practice to run a deliverability test every few months using tools like Mail-Tester or DMARC checkers. It keeps your transactional emails reliable and builds trust with both users and email providers.<hr><h2>3. Forgetting to handle delivery failures and retries properly</h2>Even the best email infrastructure can fail sometimes. Servers can timeout, domains can throttle requests, or recipients’ mailboxes can temporarily reject messages.If your app isn’t set up to handle retries or log failures, some of your most important messages might never get delivered.Imagine a user waiting for a password reset link that failed to send because of a temporary network issue. They’ll just assume your product is broken.To avoid this, implement a retry mechanism with exponential backoff and store failed events in a queue or log for review. Most modern email APIs provide webhooks or event logs for this exact reason.It’s not enough to “fire and forget.” Always know what happened after you clicked send.<hr><h2>4. Making them hard to read or inaccessible</h2>A lot of transactional emails fail because of how they’re written.People open these emails when they’re trying to complete a specific task such as verifying an account, resetting a password, or viewing a receipt. They’re not in the mood to read long paragraphs.Make it easy.<ul><li>Keep sentences short and direct.</li><li>Use descriptive subject lines like “Confirm your email” or “Your order is confirmed.”</li><li>Place the main action or link at the top.</li><li>Add alt text to images and maintain good contrast for readability.</li></ul>Accessibility is not just a compliance requirement. It’s how you show respect for your users’ time and attention.<hr><h2>5. Not tracking logs or monitoring performance</h2>Transactional emails are often treated as “set it and forget it.”But things break. DNS updates, expired credentials, or throttling by mail servers can stop your messages from reaching users. If you don’t monitor delivery logs, bounce rates, or error messages, you won’t know there’s a problem until users start complaining.Regularly reviewing logs helps you catch issues early. You can also identify trends like delayed deliveries or domain-specific bounce patterns. Treat this like uptime monitoring for your email system.<hr><h2>Bonus: Don’t add an unsubscribe link to transactional emails</h2>This might sound strange, but you should not include an unsubscribe link in your transactional emails.These emails are often critical to account security and compliance. Think password resets, account verifications, billing alerts, or privacy notifications. If users could unsubscribe from these, they might miss important system information that affects their accounts.However, this applies only to genuine transactional emails. If your message includes any promotional content such as product updates, feature highlights, or discounts, it becomes a marketing email, and laws like CAN-SPAM or GDPR require a clear opt-out link.The best rule of thumb is:<ul><li>Keep transactional emails strictly functional.</li><li>Reserve unsubscribe links for marketing or promotional messages.</li></ul>That balance keeps you compliant while ensuring essential messages always reach your users.<hr>Transactional emails might look simple, but they carry real weight. They’re often the most opened messages your users will ever receive.Avoid these five mistakes: mixing content types, skipping authentication, not handling delivery failures, writing unclear copy, and neglecting logs. And remember, not every email needs an unsubscribe link.When your transactional emails are fast, clear, and consistent, they quietly strengthen your brand every single day.

Transactional emails are the quiet workhorses of any product. They confirm signups, reset passwords, send receipts, and quietly keep users connected to what they just did.But here’s the catch. Because they “just work,” most teams stop paying attention to them after setting things up. That’s when small mistakes start slipping in. A missing link. A message stuck in spam folder. Or emails that never arrive.These little things can hurt your product’s trust, conversions, and reputation more than you think.Let’s talk about the five common mistakes people make with transactional emails and how to avoid them.1. Mixing transactional and marketing emailsThis is one of the biggest red flags!Transactional emails are triggered by what the user does, like signing up, verifying their address, or completing a payment. Marketing emails, on the other hand, are sent by you, such as newsletters, offers, or feature updates.When you mix the two, you create confusion and risk deliverability issues. Even a single promotional line can change how email providers treat your message.Example of what not to do:“Your password has been reset successfully. By the way, here’s 20% off your next order.”That’s not transactional anymore. It’s a marketing email disguised as a notification. Email clients (Gmail, Outlook, etc) most probably blacklist your sending domain for doing this!If you send both kinds, separate them properly. Use subdomains like notifications.yourdomain.com for transactional emails and updates.yourdomain.com for marketing. It helps you stay compliant and keeps your sender reputation clean.Tip: We use main (root) domain for certain marketing emails like product updates because they need to come from a builder than a brand. We also encourage users to reply to these emails by asking for feedback or feature requests.2. Skipping authentication and deliverability setupEmail authentication is not optional. Without it, your messages might never reach inboxes.Set up SPF, DKIM, and DMARC for your sending domain. These records prove that your emails are legitimate and authorized. Without them, providers like Gmail or Outlook might flag them as suspicious.Think of these as ID checks for your emails. No ID, no entry.It’s good practice to run a deliverability test every few months using tools like Mail-Tester or DMARC checkers. It keeps your transactional emails reliable and builds trust with both users and email providers.3. Forgetting to handle delivery failures and retries properlyEven the best email infrastructure can fail sometimes. Servers can timeout, domains can throttle requests, or recipients’ mailboxes can temporarily reject messages.If your app isn’t set up to handle retries or log failures, some of your most important messages might never get delivered.Imagine a user waiting for a password reset link that failed to send because of a temporary network issue. They’ll just assume your product is broken.To avoid this, implement a retry mechanism with exponential backoff and store failed events in a queue or log for review. Most modern email APIs provide webhooks or event logs for this exact reason.It’s not enough to “fire and forget.” Always know what happened after you clicked send.4. Making them hard to read or inaccessibleA lot of transactional emails fail because of how they’re written.People open these emails when they’re trying to complete a specific task such as verifying an account, resetting a password, or viewing a receipt. They’re not in the mood to read long paragraphs.Make it easy.Keep sentences short and direct.Use descriptive subject lines like “Confirm your email” or “Your order is confirmed.”Place the main action or link at the top.Add alt text to images and maintain good contrast for readability.Accessibility is not just a compliance requirement. It’s how you show respect for your users’ time and attention.5. Not tracking logs or monitoring performanceTransactional emails are often treated as “set it and forget it.”But things break. DNS updates, expired credentials, or throttling by mail servers can stop your messages from reaching users. If you don’t monitor delivery logs, bounce rates, or error messages, you won’t know there’s a problem until users start complaining.Regularly reviewing logs helps you catch issues early. You can also identify trends like delayed deliveries or domain-specific bounce patterns. Treat this like uptime monitoring for your email system.Bonus: Don’t add an unsubscribe link to transactional emailsThis might sound strange, but you should not include an unsubscribe link in your transactional emails.These emails are often critical to account security and compliance. Think password resets, account verifications, billing alerts, or privacy notifications. If users could unsubscribe from these, they might miss important system information that affects their accounts.However, this applies only to genuine transactional emails. If your message includes any promotional content such as product updates, feature highlights, or discounts, it becomes a marketing email, and laws like CAN-SPAM or GDPR require a clear opt-out link.The best rule of thumb is:Keep transactional emails strictly functional.Reserve unsubscribe links for marketing or promotional messages.That balance keeps you compliant while ensuring essential messages always reach your users.Transactional emails might look simple, but they carry real weight. They’re often the most opened messages your users will ever receive.Avoid these five mistakes: mixing content types, skipping authentication, not handling delivery failures, writing unclear copy, and neglecting logs. And remember, not every email needs an unsubscribe link.When your transactional emails are fast, clear, and consistent, they quietly strengthen your brand every single day.

The email blog

Stories, strategies, and insights for sending better emails.