Published: 21 March, 2021

Email Delivery For Fund Managers – 15 Rules For Delivery


  1. SPF/ DKIM – The Sender Policy Framework (SPF) is an email authentication technique that is used to prevent spammers from sending messages on behalf of your domain. This needs to be configured by your domain hosting provider.
  2. IP Reputation – An email sender reputation is a score that an Internet Service Provider (ISP) assigns to an organization that sends email. It’s a crucial component of your email deliverability. The higher the score, the more likely an ISP will deliver emails to the inboxes of recipients on their network.
  3. Image Density – Image density is important for emails not to been seen as SPAM. Text and image in an email need to be balanced so that there are not too many images compared to the amount of text in the email.
  4. Anti-Spoofing – Anti-spoofing is a technique for identifying and dropping packets that have a false source address. In a spoofing attack, the source address of an incoming packet is changed to make it appear as if it is coming from a known, trusted source. Make sure your system has been correctly set up to prevent spoofing of your emails.
  5. Bulk Email Detection – All major mail servers detect emails coming from bulk email providers and will mark them as SPAM. This can be avoided by making sure you send these emails from your exchange server or using a service that allows you to do that.
  6. Content Triggers Body and Subject – see below for list of trigger words.
  7. Text Equivalents – A plain text email is the stripped-down version of your HTML email. As the word ‘plain’ implies, a plain text email contains only text—no images, stylized fonts, or hyperlinks. Make sure you provide both in your email payload.
  8. Mixing of HTTP And HTTPS content – having images and links from different domains and with some links being encrypted will mark the email as suspicious and end up being marked as SPAM.
  9. Non-Existent Sender – The sending email address needs to exist.
  10. SPAM Reports – If recipients tag your emails as JUNK or SPAM this will have an adverse effect on your email delivery.
  11. Bounce Management – When your email campaign shows a high number of email bounces and incorrect/invalid email addresses, ISPs see this as a potential warning sign and it’s one of the many parameters ISPs use to establish your sender reputation. A high number of bounces can also be an indication that you may have collected (or purchased) email addresses without following email marketing opt-in best practices.
  12. Identical Content – If your email content has the same content for every email this will get picked up as SPAM. Even slight personalisation like different salutations will address this problem.
  13. Too Many BCC’s – If your emails have too many BCCs on the recipients’ list this is a red flag for SPAM. This method should be avoided at all costs.
  14. Too Many CC’s – If your emails have too many CCs on the recipients’ list this is a red flag for SPAM. This method should be avoided at all costs, especially from a GDPR compliance point-of-view.
  15. Images Not Embedded – Embedded images are used by email marketers, spammers and phishers to verify that an email is read which trigger SPAM alerts. Using platforms that deliver emails with images embedded should be used which is only currently available from ProFundCom.


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