Sending mass emails effectively requires following deliverability standards that protect your domain reputation and ensure your emails reach the inbox. This article covers the key practices VipeCloud expects all senders to follow.

Poor sending behavior doesn't just affect you - it affects everyone on the platform. VipeCloud enforces sending standards to protect deliverability for all users. Repeated violations can result in your sending being paused.

Use contacts who have opted in to receive your emails. Purchased or scraped lists are the most common cause of deliverability problems and are strongly discouraged.

Verify your list before sending to reduce bounces. Enterprise accounts can verify up to 10,000 contacts per month directly in VipeCloud. Non-Enterprise users can use a third-party verification service - contact support for recommendations.

During verification, you will be asked whether to also filter out "risky" emails in addition to undeliverable ones. Risky emails are primarily accept-all addresses, meaning the server accepts everything regardless of whether the inbox is real. Filtering them reduces bounce risk but will remove some legitimate addresses. If bounce mitigation is the priority, filter risky emails. If list size matters more, leave them in.

Click here to learn how to verify your lists.

Your domain must have SPF, DKIM, and DMARC records configured before sending mass emails. These records authorize VipeCloud to send on behalf of your domain. Without them, your emails are likely to land in spam or be blocked entirely.

If you are unsure whether your DNS is configured correctly, contact VipeCloud support. We will verify your setup and send you the records that you need to verify VipeCloud as a sender.

Send from a domain you own, not a generic address like Gmail or Outlook. When sending through VipeCloud from a Gmail or similar address, your emails route through a shared VipeCloud sending domain. This works but is not a best practice and can cause reply routing issues in some email clients.

A business domain also gives you full control over DNS authentication, improves brand trust with recipients, and reduces the risk of someone impersonating your brand by creating a similar generic address.

If you need help setting up a business domain or configuring it to send through VipeCloud, contact support.

VipeCloud tracks your sender reputation based on a rolling 4-week window of your sending activity. Your score starts at 100% and decreases based on bounces, spam reports, and unsubscribes.

VipeCloud thresholds:

At 80%, you will receive an automated warning. Below 70%, your sending will be paused until your reputation recovers, which typically takes about three weeks given the rolling window.

To view your reputation, go to Emails, then select Reputation.

Spam reports are the most damaging signal to your sender reputation. Google and Yahoo have tightened enforcement on spam report rates, particularly for senders exceeding 5,000 emails per day. Even at lower volumes, a pattern of spam reports will damage your domain over time.

VipeCloud automatically include an unsubscribe link in every mass email. An unsubscribe is far less damaging than a spam report. Contacts who do not want your emails should be able to opt out easily - do not hide or obscure the unsubscribe option.

Sudden spikes in send volume are a spam signal. Build toward higher volumes gradually, especially when sending to a list for the first time. Your first send to a new list will often produce the most bounces - that is normal, but it is another reason to verify your list beforehand and consider using Advanced Mass Emails.

Advanced Mass Emails is an Enterprise feature that sends one email per minute on a defined schedule rather than blasting the entire list at once. This produces more consistent sending behavior, improves inbox placement, and gives you the ability to pause mid-campaign if early results show problems.

For example, if you are sending to a new list of 500 contacts and you notice a high bounce rate after the first 50 sends, you can pause before incurring the full damage. With a standard batch send, all 500 go out immediately.

Advanced Mass Emails also supports scheduling so sends do not go out overnight or outside business hours.

To use Advanced Mass Emails:

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