Email deliverability can make or break your outbound campaigns. No matter how great your copy is or how tailored your targeting may be, if your emails aren’t landing in inboxes, none of it matters.
DNS (Domain Name System) optimization is a foundational step in ensuring your emails bypass spam filters and arrive where they belong—inside your prospect’s primary inbox. But technical setup alone isn’t enough. True deliverability also relies on thoughtful sequence construction, clean sending habits, and messaging that earns attention, not spam reports.
This guide covers how to optimize your DNS settings and how to build sequences that complement your technical foundation for best-in-class email outreach.
DNS Settings to Maximize Email Deliverability
To improve email deliverability, start by configuring these critical DNS records:
- SPF (Sender Policy Framework)
Tells recipient servers which IPs are authorized to send email on your domain’s behalf. Prevents spoofing and improves trust.
- DKIM (DomainKeys Identified Mail)
Adds a digital signature to emails so the recipient can verify they weren't altered during transit. Boosts legitimacy.
- DMARC (Domain-based Message Authentication, Reporting & Conformance)
Instructs email servers on what to do when SPF/DKIM checks fail. Helps monitor abuse and reinforce authentication policies.
- Custom Tracking Domain (for email platforms)
Replaces generic tracking links with branded ones (e.g., links.yourdomain.com), which increases trust and avoids spam flags.
- Reverse DNS & PTR Records
Ensures your IP has a valid PTR record that matches your domain—crucial for proper authentication with enterprise filters.
- Avoid Shared IPs if Possible
If another sender using the same IP is spamming, your reputation suffers. Consider using a dedicated IP or trusted sender platform.
Here is an example of what this looks like for GoDaddy, one of the largest domain providers:
1. Setting up SPF (Sender Policy Framework)
SPF informs email recipients that messages from your domain are authorized.
GoDaddy Steps:
- Log into GoDaddy and navigate to "My Products."
- Under your domain, click "DNS."
- Click "Add" to create a new DNS record.
- Select "TXT" from the dropdown.
- In the Name/Host field, type:
@ - In the Value field, paste your SPF record provided by your email provider, usually something like:
v=spf1 include:your-email-provider.com ~all - Click "Save."
2. Setting up DKIM (DomainKeys Identified Mail)
DKIM adds a digital signature to verify email authenticity.
GoDaddy Steps:
- In the DNS management screen, click "Add."
- Select "CNAME" or "TXT" (depending on your email provider instructions).
- Enter the host provided by your email service (often something like
selector._domainkey). - Paste the DKIM value given by your email provider.
- Click "Save."
3. Setting up DMARC (Domain-based Message Authentication, Reporting & Conformance)
DMARC specifies actions to take when emails fail SPF/DKIM checks.
GoDaddy Steps:
- In DNS settings, click "Add."
- Choose "TXT."
- Enter
_dmarc in the Name/Host field. - Paste the provided DMARC policy record in the Value field (example:
v=DMARC1; p=none; rua=mailto:your-email@domain.com). - Click "Save."
4. Creating a Custom Tracking Domain (for email marketing platforms)
Using branded tracking links boosts trust.
GoDaddy Steps:
- Click "Add."
- Choose "CNAME."
- Enter your desired subdomain (e.g.,
links). - In the Value field, enter the tracking domain provided by your email marketing platform.
- Click "Save."
5. Configuring Reverse DNS & PTR Records
Reverse DNS ensures your IP resolves correctly, vital for email deliverability.
Steps (typically managed by your hosting provider):
- Contact your hosting provider or email service provider to request PTR record configuration.
- Provide them with your mail server's IP and domain, confirming they match.
- Verify this using tools like MxToolbox.
6. Avoiding Shared IPs
Shared IPs can harm your email reputation if others spam.
Recommended Steps:
- Consider opting for dedicated IP options offered by your email marketing provider.
- Alternatively, use trusted sender platforms known for maintaining IP reputations.
Smart Sequence Construction to Support Deliverability
Once your technical setup is airtight, build sequences that align with human behavior and avoid spam traps.
Step 1: The Strong Start
Lead with value and relevance to the recipient’s role. This is your best shot at getting a reply.
Include (if possible):
- Personalized insight related to their job or company
- 2–3 bullet points on how your solution drives results
- Clear and specific CTA (e.g., “Open to a quick 15-min chat next week?”)
Step 2: The Nudge
Wait 3 business days, then send a gentle reminder.
Example:
“Just circling back—any interest here?”
Short. Direct. No fluff.
Step 3: The Reiteration
Don’t recycle Step 1. Instead, reformulate the offer with a new angle.
- Provide a new piece of insight or content
- Refresh the bullet points or CTA
- Focus on value again, not pressure
Step 4: The Exit or Add-Value
This is your graceful out or your final offer to help.
Example:
“I realized I never shared references—should I? If I’ve reached out to the wrong person, feel free to let me know either way.”
Pitfalls to Avoid in Email Outreach
- Avoid identical messages across multiple mailboxes. This screams automation and triggers spam filters.
- Never send to personal emails. Only target B2B domains to stay compliant with GDPR, Google’s TOS, and others.
- Don’t send to unverified lists. Always clean your data before launch.
- Do not omit opt-out language. Always include an unsubscribe link or a “reply to opt out” line.
- Don’t blindly trust “what worked before.” Test new hypotheses with your own voice and context.
- Avoid snap judgments. Evaluate performance only after sending to at least 1,000 contacts per sequence.
Alsona’s Edge: Deliverability by Design
At Alsona, our platform is engineered to help you optimize for email deliverability from the ground up.
- Smart Workflows: Sequences that mimic natural human behavior, with AI-suggested timing and content variations.
- Conversion-Driven Templates: Pre-built message structures based on proven frameworks, designed to add value and boost replies.
- Automated List Cleaning: Automatically validate your contact list before sending.
Whether you’re sending your first cold email or scaling a full B2B outreach engine, Alsona helps you get there—without landing in spam.
Final Thought:
Great email deliverability is equal parts technical setup and human-centered messaging. Master both, and your cold emails will go warm—and convert.
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