Xendy takes care of a number of technical and organizational components that affect your deliverability.

Domain authentication / DNS

Before you send your first email, you add six DNS records to your domain. You can find them in Xendy under Settings → Email settings → Domain:

• DKIM (3 CNAME records) – adds a digital signature to your emails to confirm they have not been tampered with.
• SPF (TXT record) – ensures that emails are only sent from servers that are authorized to send on behalf of your domain.
• DMARC (TXT record) – validates the SPF and DKIM policy to improve security and deliverability.
• MX record – ensures that bounce and error messages from receiving servers are correctly routed to Xendy.

Receiving mail servers (such as Gmail and Outlook) check whether these records are present. If they are missing, there is a good chance your email will be marked as spam.

IP reputation

Your emails are sent from an IP address with a strong reputation. Xendy continuously monitors sent emails on metrics including bounce rates, open rates, and spam reports. Customers are addressed on these metrics and plans are made to improve statistics. The better the reputation of the IP addresses, the fewer emails end up in the spam filter.

Bounce management

Xendy processes bounces automatically. Every email address that bounces is immediately blocked after the first bounce for future mailings:

• Hard bounces – emails that fail permanently (e.g. invalid addresses).
• Soft bounces – emails that could not be delivered for another reason (e.g. a full inbox).

This keeps your sending reputation protected. You can find these contacts on the Blocked contacts page.

In addition, depending on your previous performance, a maximum number of emails per minute is applied.

Make sure your contacts' details are correct. Invalid or incomplete email addresses lead to bounces and a lower reputation. When importing or manually adding contacts, check that all fields are filled in correctly.

Read more in the managing contacts article.

A well-structured email is rated more favorably by spam filters. Keep the following in mind:

• Personalize your emails with fields like first name or previous purchases. Relevant emails are opened and clicked more often.
• Avoid too many images, large files, or spam-sensitive words (like "free" or "buy now").
• Write a clear subject line and use a balanced ratio of text to images.
• Use a recognizable sender name and email address. Avoid addresses like no-reply@, as this reduces trust and increases the chance of spam reports.

Read more in the email personalization article.

If you keep sending emails to contacts who no longer open or click, this negatively affects your deliverability. Set up a dynamic segment to identify less active contacts, send them a re-activation campaign, or exclude them from your regular newsletters.

Here's how to set this up:

1. Go to Segments in the left menu and create a dynamic segment (or open an existing dynamic segment).
2. Scroll to Filter rules and click New rule.
3. Select Customer field: has opened last X emails and choose has not opened all recent emails. Choose a number, for example 5. Contacts who haven't opened the last 5 emails will then automatically fall into this segment.
4. Click Save to store the rules.
5. Use this segment for a re-activation campaign, or reverse the rule (has opened all recent emails) for a segment containing only active contacts that you use for your newsletters.

Please note: a dynamic segment is automatically updated at three moments:

• When you open the segment
• When a newsletter is sent
• When emails for an email automation are being prepared