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Email deliverability

Email deliverability

What is email deliverability? 

Email deliverability is about getting an email to its intended destination. Sounds simple, but when an email is sent, it commences a journey that goes through several filters, checkpoints and potential roadblocks that can stop it from being delivered. 

Three key DNS records—SPF, DKIM, and DMARC—play a major role in this process. They help the recipient’s email server verify that the message really comes from your domain, hasn’t been tampered with, and is authorised to be sent.

DMARC, SPF and DKIM – What They Are and Why They Matter

  • SPF: A list of the services allowed to send email for your domain.

  • DKIM: A unique “seal” on each email so the recipient knows it hasn’t been tampered with.

  • DMARC: Works with SPF and DKIM to decide what to do if an email fails these checks (for example, block it or send it to spam). DMARC also checks that the “From” address shown to the recipient matches the actual sending domain, helping prevent domain spoofing.

Setting up these records correctly improves trust in your emails and makes successful delivery more likely.

How are emails sent in Membes AMS?

Membes AMS uses the external email engine Mailgun to send emails from the system. When an email is sent from Membes, it is processed through Mailgun’s mail servers to ensure reliable delivery.

These emails are sent from Membes' mail service domain on behalf of your domain. This means the “From” address will still show your domain to the recipient, but the email’s technical sending source is the Membes mail service domain.

How can I improve deliverability for emails sent from Membes AMS?

Add a verified domain to your Membes AMS

It is strongly recommended that you activate the Verified Domain module. This module creates dedicated DNS records for your domain within the Membes mail service and allows your organisation to send email communications using your own domain.

These dedicated DNS records help establish your association as a trusted sender and reduce the chance of your messages being flagged as spam or junk by your recipients’ email providers.

Activating a Verified Domain is optional, but it is highly recommended to help maximise email deliverability.

Sending emails without a verified domain

As explained above, emails sent from Membes AMS use the Membes mail service domain on behalf of your domain. If the recipient’s email service enforces strict DMARC policies, your email may be quarantined or rejected by their mail server.

If you choose not to activate the Verified Domain module, you can still send emails from Membes. However, there is a higher risk that messages will not reach the recipient’s inbox.

While final delivery depends on the recipient’s email server, you can maximise deliverability by adding the Membes mail service DNS records to your domain. You can find these your Admin by going to Config & Settings > Settings > DNS and Keys.

Email deliverability is a global issue

Email deliverability issues are widespread, affecting businesses across all platforms. Here are some key facts showing how common this problem is in 2025:

  • 45% of emails are landing in spam folders: A 2023 Statista study found that 45.6% of emails landed in spam folders, showing how often legitimate emails are filtered out due to strict ISP. (Statista, 2023, "Share of emails landing in spam folders worldwide".)

  • Spam complaints hurt everyone: Gmail and Yahoo consider spam complaint rates above 0.1% (1 complaint per 1,000 emails) a risk, and rates above 0.3% often lead to spam filtering, impacting senders on any platform.
    (Path, 2023, "Email Deliverability Guide".)

  • DMARC adoption is critical but not enough: A 2024 survey showed a 10% increase in DMARC usage compared to 2023, yet many senders still face deliverability issues due to poor list hygiene or low engagement.
    (Valimail, 2024, "DMARC Adoption Report".)

  • Bad data is a universal issue: Over 60% of email deliverability professionals report bad data, like old or permissionless email lists, as a major cause of deliverability problems across systems. (Litmus, 2024, "State of Email Deliverability".)

  • Australia’s strict spam laws add complexity: Australia’s Spam Act 2003 enforces tight consent requirements, contributing to higher spam filtering rates for non-compliant senders, with only 83% of emails reaching inboxes on average.
    (Red Search, 2024, "Email Marketing Statistics Australia".)

These stats highlight that deliverability challenges are an industry-wide issue, driven by evolving ISP standards, stricter authentication requirements, and smarter AI-powered spam filters.

Why Is This Happening?

Email deliverability is becoming more challenging due to several industry-wide changes:

  • Smarter spam filters: AI-powered filters now analyse both email content and sender behaviour, making it easier to flag low-quality or irrelevant messages.

  • Engagement-based filtering: Internet Service Providers (ISPs) give priority to emails with strong open and click rates. If recipients regularly ignore your messages, future emails are more likely to be sent to spam.

  • Stricter regulations: Major providers like Gmail and Microsoft now require stronger authentication measures (such as DMARC) for bulk senders. Even with compliance, low engagement can still affect inbox placement.

  • Spam traps and blacklists: Sending to inactive or spam-trap addresses can harm your sending reputation, increasing the risk of being blacklisted or filtered as spam.