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How we monitor sends to increase the deliverability of your emails.

During the email sending process, you may see a notification indicating that your email is being monitored for deliverability. This is a proactive measure to ensure that your emails are being delivered to the inbox. A combination of factors are taken into account that may affect deliverability, such as:

Client reputation and email sending history indicators

We have guardrails in place to protect our user's email deliverability (along with yours) and if you see this message, you're seeing one of those guardrails in action.

Emails will be monitored on send to ensure they're hitting the inbox. If you have any questions, contact us via any existing channel or send an email to 

Deliverability optimization

If your emails are not landing in the inbox folder you expect, here are some tips to improve your inbox placement.

Your email deliverability is an ever-evolving metric that can be influenced by a variety of factors.

It's composed of, but not limited to, a combination of the following:

Follow these steps to resolve any issues you may be experiencing with your email deliverability. When these steps are followed, we typically see a significant improvement in inbox placement.

Ensure your domain records are properly set up is a huge piece of the puzzle. Utilize 

 to verify your domain settings if you are not a Loops user. If you already use Loops, you can just visit the 

 page to see if your records are set up correctly.

Following on the previous point, if you've added or updated domain records within the last 24 hours, wait for changes to propagate. This is especially important if you've just set up your domain for email sending.

Avoid sending cold emails from your primary domain or a subdomain linked to it. Use a separate domain dedicated to sales efforts. Any cold emails at all can have a negative impact on your deliverabilty. Talk to your sales team. Please do not send cold emails with Loops.

4. Historical Use of Primary Domain for Cold Email

If you have previously used your primary domain for cold emailing, you may need a new domain for sending emails, especially if your domain reputation has had issues in the past. It's not impossible to fix your domain reputation, but it can be a long process. If you're a startup, a fresh domain might be the right choice.

 to welcome new users as soon as they join. When a user signs up, they expect a welcome email, so intent is clear and engagement is high. Keeping a steady cadence of emails to all new users will help balance out larger email sends to your entire user base. This is especially important if you're a new sender.

Review the content of your emails and refrain from sending emails about crypto, giveaways, financial products or a regulated industry which are typically flagged by email clients. If you need to send these types of emails, review the content and ensure it's compliant with email client policies.

7. Use of Popular Top-Level Domains (TLDs)

Consider sending email from a domain with a popular top-level domain (TLD) such as .com or .org. These TLDs are less likely to be flagged as spam by email clients. A few less common TLD's like .io, .ai and .so seem to be fine as well. However brand new TLD's as well as specificially .xyz and .info are often flagged as spam.

Ensure your email content is desirable and relevant to your audience. Focus on valuable updates such as product information rather than unsolicited giveaways or promotions. Would you want to read the email if it came from a service you use? If not, consider changing the content.

Only send emails to users who have explicitly opted in to receive communication from you. Do not email without explicit consent.

 to gain insights into your email performance and identify potential issues.

Additional Checks: Blocklists and IP Reputation

If you've checked all the above and are still having issues, you may want to check if your IP address is on a blocklist. You can use 

 to check if your IP address is on a blocklist. Please note that blocklists change frequently and usually resolve themselves within a few days.

Improve your inbox placement

Tips for sending emails to a large group of new contacts.

Most users in this scenario face two key challenges:

You have a large audience that you haven't contacted before or rarely have in the past.

Your domain has little to no sending history.

Users are not expecting emails from you, as they haven't received any in the past.

Email clients (Gmail, Outlook, etc.) don't recognize you, so your sender reputation is nonexistent.

 to handle this well, so follow these steps or contact 

We want to build your sender reputation 

 start emailing your best users at the same time. Thankfully, this is easier than it sounds.

 by contacting your existing list but by contacting users that are just joining your platform for the first time. Why? Because in our experience, as individuals and as the makers of Loops, the most likely time a user will engage with your emails is when they first join your platform.

So how do we start emailing these new users?

 that greets users as soon as they join your platform.

These users are the most active and are most likely to respond favorably, positively impacting your business and your sender reputation.

You should let this Loop run for a few days while your sender reputation is built up and you have a chance to understand how your users react to the type of emails you're sending.

Ideally, open rates will now be >40% at this point for the first email in your Loop.

After your onboarding Loop has run for a few days, you can begin to backfill your audience in Loops by importing a CSV of your existing users or by using our API.

While you can (and probably should) import all existing users at this point, we recommend contacting users that signed up over the last seven days prior to the start of the Loop we set up.

Depending on audience size, you could also import users from up to three months ago, but our goal here is to make sure we are contacting users that still engage with your platform.

Alternatively, instead of importing users by the creation date of their account, you can do it by their last login date if you have that information stored.

If you don't have the information stored, you could start now and import users in a week or two after you have an idea of who your most engaged users are.

General Recommendation for Importing Contacts

A general recommendation would be to import any contacts who have logged in within the last 90 days and then also set up a Loop to welcome all new users going forward. Then you get transactional sending to any contacts in your audience free of charge as well.

After your most engaged users have been contacted and your Loop has continued to send, you should have a good idea of how your users are responding to emails that you send them.

You can then begin to expand your audience and import some older users. We recommend sending in batches to limit any potential issues with the domain reputation.

If you notice your open rates dipping below average at any point, it’s a good indication that you’ve reached as far back into your audience as you’ll want to go. At that point, it’s a good idea to only contact users that were previously on your list if they reengage on your platform with a login.

By following these steps, you should be able to successfully send emails to your user base without damaging your domain reputation. Remember to always monitor your open rates and engagement levels and adjust your email strategy accordingly.

Sending to large audiences

Most email services (including Loops) prefer sending emails from subdomains (hey.company.com) over root domains (company.com).

Subdomains can often be easier to configure and can sometimes be more effective at preventing email from being marked as spam.

It is important to remember that emails sent from a subdomain will also appear in the “from” field of your emails, so make sure to use an address that is recognizable to your audience. We recommend sending from a subdomain like:

Whichever you choose, you can always update it later in your 

Subdomains vs root domains

Understanding how to build your sender reputation.

This is a high-level guide, mostly based on our experience as the makers of Loops. We're going to touch on some industry terms and best practices, but ultimately we're focusing on how successful SaaS companies have built their sender reputation using Loops.

You might be reading this guide because you're trying to understand if migrating to Loops and changing your domain is a good idea, if you need to warm up your IP or domain, or if you're just curious about how it all works.

Your sender reputation, as defined by us, is a calculated value based on your domain and your sending IP. This calculation also considers factors like engagement rates, sending volume, and email content quality. We reference this throughout our documentation, and in our support chats, so it's important to understand how it works.

Email clients, such as Gmail, Outlook, and others, also judge sender reputation using largely opaque algorithms. Each factor, such as engagement rates and sending consistency, contributes to whether your email will be successfully delivered.

Your domain is the url (e.g., example.com) that you use to send emails. For example, 

 is my personal email address, but we send from 

. Using a subdomain like 'mail.loops.so' is part of our best practice and is also what we would refer to as your sending domain.

A key rule in email sending is that a domain with a strong sending history—consistent volume and high engagement—helps your sender reputation. Conversely, a domain with a weak history can harm it. This can be frustrating when trying to improve your reputation, but if your current sender reputation is good, there’s no need to change your domain.

Changing domains or IP addresses can lead to a reset of your sender reputation, requiring you to rebuild your score from scratch.

This process can be risky and time-consuming, often without significant benefit if your current sender reputation is strong. It’s generally advisable to stick with your existing domain and IP unless you're facing significant deliverability issues.

Beyond that, factors like your subdomain, your domain's age, and even the TLD of the domain matter because they contribute to the perceived trustworthiness of your emails.

Your IP reputation is largely based on its sending history. If you send from an IP that has a strong sending history, it will help your sender reputation. If you send from an IP that has a weak sending history, it will hurt your sender reputation. Additionally, factors like email frequency, volume, content quality, and recipient engagement play important roles.

If you change either your domain or IP, your sender reputation will need to be rebuilt, which requires following best practices and potentially reducing email volume until a strong reputation is established.

Keep in mind that your sender reputation is made up of both your domain and IP.

Follow the best practices listed in our docs, send relevant content to engaged users, and maintain a consistent sending volume to keep your reputation strong.

If you're starting fresh, consider using a subdomain for sending emails and keep your sending volume conservative initially.

Building your sender reputation

Gmail doesn't report spam reports to Loops, so setting up Google Postmaster is key to getting an idea of your deliverability performance in Gmail.

Google Postmaster is a free tool that provides users with in-depth data and analytics to help them understand how their emails are performing in Gmail.

This tool provides senders with data on various metrics such as spam rate, domain reputation, email authentication, and delivery errors. By analyzing these metrics, you can identify the issues that may be causing your emails to be marked as spam or not delivered.

You can signup for Google Postmaster here: 

Insights from Google Postmaster

Understand how open rates can be affected by clients and networks.

Have you ever sent out an email campaign and noticed that some of the recipients showed as "opened" nearly instantly upon sending, while others took a while or didn't show at all? This discrepancy can be confusing and make it difficult to interpret your email open rates accurately.

If your contacts are using Apple Mail or are behind corporate firewalls, it's likely that your open rates are being affected by email privacy measures. Here's what you need to know.

Apple Mail Privacy Protection: Apple Mail is a popular email client that is used by millions of people worldwide. In an effort to protect user privacy, Apple introduced Mail Privacy Protection with the release of iOS 15, iPadOS 15, and macOS Monterey. This feature blocks email tracking pixels, obscuring email open rates, and making it difficult to know exactly when an email has been opened.

If your recipient is using Apple Mail to access their Gmail or other email provider's inbox, then their email will be proxied through Apple's servers, which will affect your open rates.

Many companies use firewalls to protect their network and prevent unauthorized access to their data.

These firewalls can also affect email open rates by blocking or caching tracking pixels, which are used to track when an email is opened. If your recipient is behind a corporate firewall, then their email client may not be able to download the tracking pixel, which will affect your open rates. If they cache the pixel, it may show as opened immediately.

So, what can you do to get a better understanding of your email open rates? Here are a few tips:

 While open rates can be a useful metric for measuring the success of an email campaign, they're not the only metric you should be using. Click-through rates, conversion rates, and revenue generated are all important metrics that can give you a better understanding of how your email campaign is performing.

 If you want to track email opens more accurately, you can use a different tracking method that doesn't rely on tracking pixels. For example, you could use a unique link in your email that redirects to your website. By tracking the number of clicks on that link, you can get a better understanding of how many people opened your email.

Open rates are just one metric among many that you should be using to measure the success of your email campaign. By using other metrics, segmenting your audience, and using different tracking methods, you can get a more accurate picture of how your email campaign is performing.

Email open rates

Set up your email sending avatar through third-party platforms like Gmail and Outlook.

Adding an avatar to your emails can improve open rates and brand recall.

Login to the Google Workspace account linked to your Loops sending domain

Click the Google logo in the top right corner

For full coverage, add a [Gravatar](https://en.gravatar.com) icon to the email address.

Adding a sending avatar on a secondary domain

To send email from a secondary domain (e.g., mail.loops.so) with a sending avatar:

Log into your Google Admin console with an administrator account

Go to "Manage domains" in the dropdown menu

Click "Add a domain" and enter the domain name

Select "secondary domain" or "User alias domain" as appropriate

Once verified, the secondary domain will use the same sending avatar as the primary domain.

Note that avatars are only visible within the same email client. To display your avatar across all clients, create accounts and upload avatars in each one's settings.

Alternatively, consider using BIMI (Brand Indicators for Message Identification), a new email standard for displaying authenticated logos. BIMI requires some setup and legal work but provides an added layer of trust.

Add a sending avatar

A clean list is a happy list. Here’s how to keep your list clean and your emails deliverable.

One of the pillars of good email deliverability is 

. Keeping your list clean and up-to-date is a the first step to ensure that your emails are being delivered to the right people.

Most of the emails on your list will likely be legitimate emails, but if you have an in-demand service, users may create temporary email addresses or attempt other methods to gain access to your service and evade limitations you set.

Temporary or fake email addresses are often used once and then abandoned, and can cause your emails to bounce. If you send to too many of these addresses, your deliverability will suffer as the invalid ones will bounce and the valid (but fake) ones will mark your emails as spam.

A few things you can do to keep your list clean:

The easiest way to limit pain is to prevent it from happening in the first place. Start with cutting off the source of the problem by protecting the inputs (your signup forms).

Enable Cloudflare’s bot protection on your site

Use form validation to ensure that the email address is valid

2. Use a service that handles deliverability best practices for you

Loops automatically handles bounces, unsubscribes, and spam complaints for you

If your open rates are low, it’s likely that you’re sending to a lot of invalid addresses or sending content your subscribers

If your open rates are high but then drop off, it could be a sign that your emails are being marked as spam or that poor list hygiene is causing your emails to bounce