# Email sending guide: best practices and domain warm-up

> Discover the best practices for sending email with Futuria CRM: set up your domain, warm it up and keep out of the spam folder to reach the inbox.

Author: Futuria Support Team · Published: March 17, 2026 · Reading time: 13 min read

Source: https://futuriamarketing.com/en/supporto/guida-invio-email-buone-pratiche/

---

## Who is this guide for?

This guide is designed to give Futuria CRM users all the information they need to avoid the spam folder and get their emails delivered to the main inbox. Below you will find a detailed guide on how to start sending emails with Futuria CRM.

**Warning:** ignoring this guide can cause your emails to be delivered to the spam folder. We want your emails to land in the main inbox. We encourage you to read this guide and apply its advice to your sending practices.

This guide is useful for anyone sending emails with Futuria CRM, but it is specifically designed for those using the built-in email service and the dedicated domains of Futuria CRM.

If you use an external custom SMTP provider, you will need to consult their documentation. Our support for compliance practices that we do not manage will be limited. Find out more about the difference between Futuria CRM email and custom SMTP providers.

Now that we have clarified who this is for, let's start our guide by looking at the best practices and recommendations for sending emails. We are confident it will help you grow your business!

## Best practices for sending emails

Now that your new sending domain is configured, it is essential to prepare to successfully reach your contacts' inboxes, **avoiding the spam folder**. Before you start sending, make sure you have followed these essential best practices.

### 1. Set up a dedicated email sending domain

**What is it?** The sending domain is the address that routes emails across the internet. Instead of using a shared domain, a dedicated email domain is a private domain that only you use to send and receive emails.

**Why does it matter?** Not having a dedicated sending domain often sends your emails straight to spam, even if you follow best practices. By setting up a dedicated domain, you gain **full control over your reputation** and over email deliverability, increasing your chances of reaching the main inbox.

**How do you set it up?** If you have not done so yet, we strongly recommend having your own dedicated domain for sending emails. To set it up, [read this step-by-step guide](/en/supporto/configurare-dominio-invio-dedicato/).

### 2. Set up a dedicated sending IP address

**What is it?** A dedicated IP gives you the advantage of sending your messages from a unique, exclusive IP address. Email service providers (ESPs) closely monitor the reputation and behaviour of an IP address to determine the deliverability of the emails associated with that domain.

Why does it matter? If you have a dedicated sending domain with Futuria CRM, you may be sharing the same sending IP address with other users.

Email providers assign a reputation to IP addresses, so this could negatively affect your sending, especially at high volumes. A dedicated sending IP helps you keep better control of the health of your sending system and build your own reputation.

**How do you set it up?** While everyone can benefit from a dedicated sending IP, businesses sending more than 200,000 emails per week will get the most out of it. To find out more and set up your dedicated sending IP, contact Futuria CRM support.

**What does it cost?** The cost is $59 per month for each IP.

### 3. Enable email validation

**What is it?** Email validation checks whether the address you are sending to is valid or not. Sending emails to invalid addresses can damage your deliverability.

**Why does it matter?** If you send emails to non-existent or invalid addresses, your domain reputation suffers, leading to poor deliverability. That means your emails will end up in spam or will not be accepted at all.

**How do you enable it?** We have made email validation very simple: it is a setting you will find in your account. To turn it on, go to your account settings, open **Business Profile** and tick the box "Verify the email address when the first email is sent to a new contact".

In Futuria CRM you can enable email validation.

**What does it cost?** The cost is $2.50 per 1,000 email validations, a lower price than many other providers. For example, MailGun costs $12 per 1,000 validations, so our service is 79% cheaper.

### 4. Add your DMARC record

**What is it?** A DMARC record gives receiving mail servers instructions on how to handle incoming emails. To be delivered, messages must pass DKIM and SPF alignment checks according to the requirements of the DMARC policy.

**Why add it?** Not having a DMARC record can negatively affect your domain reputation and deliverability. Mail providers often penalise domains without a correctly configured DMARC record, causing emails to be sent to spam.

**How do you add it?** To add a DMARC record, you need to log in to your DNS provider and add the following TXT record:

- Type: "TXT"
- Name: "\_dmarc"
- Content: "v=DMARC1; p=reject"

To confirm that your DMARC record is applied correctly, you can use this [DMARC checking tool](https://dmarcian.com/domain-checker/).

### 5. Use the correct "From" email address

**What is it?** The "From" address is the one the recipient sees when they receive an email. For example, your sending domain might be "[mail.miosito.com](http://mail.miosito.com)", but you can send emails from "test@miosito.com" or "test@mail.miosito.com".

**Why does it matter?** Using a "From" address that does not match the main domain you send from can compromise email deliverability.

How do you set it up? Use a "From" address on the same organisational domain as your dedicated sending domain.

If your sending domain is a subdomain (e.g. [mail.miosito.com](http://mail.miosito.com)), you can use either nome@miosito.com or nome@mail.miosito.com.

Deliverability is the same as long as SPF, DKIM and DMARC are configured correctly.

### 6. Add unsubscribe links

**What is it?** An unsubscribe link lets your users opt out so they no longer receive emails from you in the future.

**Why does it matter?** Failing to include an unsubscribe link will **seriously damage** your deliverability rates.

How do you set it up? We make it very easy to add an unsubscribe link to all your emails.

Inside the email editor, you can use our "Footer" element. Make sure you use it or create a custom one.

You have two options: you can use the default unsubscribe link we have set up automatically for you, or you can create a custom one.

### 7. Use double opt-in

What is it? Double opt-in is when you ask subscribers to confirm their subscription twice.

For example, they fill in a form and then have to click a link in an email to "verify" their address. Only after this confirmation will you start sending them emails.

**Why does it matter?** Double opt-in is **extremely beneficial** for your domain reputation and deliverability. That is because users have confirmed twice that they want to receive your emails, ensuring your list is made up of genuinely interested contacts.

**How do you set it up?** To set up a double opt-in email flow, you need to create a simple automation in Futuria CRM.

### 8. Stop emailing disengaged contacts

**What is it?** It is as simple as it sounds: when you email your list, do not send to disengaged contacts. If they do not open your emails or take the next action in your campaign, stop sending them communications.

**Why does it matter?** When you send to a group of more engaged people, your emails are more likely to land in the main inbox. Conversely, low open or click rates (engagement) can push your emails into spam.

**What should you do?** If you have been emailing the same person for weeks without them taking any action, reduce your sending frequency or stop altogether. Focus your efforts on those who engage with you.

> It is better to stop sending to a disengaged recipient than to risk them unsubscribing or marking your email as SPAM.

### 9. Send regularly… but not too much

**What is it?** Another important factor for your sending domain reputation is how often you send emails. Sending a bulk email only once a month can be harmful, and so can sending one every day, especially if it is a sudden change from your usual habits.

Why does it matter? It is essential to think about sending frequency.

If a user has subscribed and engages, you can send more frequently. If they are not interested, slow down to one send per week.

As mentioned already, if a user is not interested at all, stop emailing them.

What should you do? In general, we have found success by sending only to recipients who have given consent (preferably with double opt-in).

After they subscribe, we send around one email a day for the first 5 days, then slow down to a couple a week. If they take no action after 20 days, we move to weekly emails.

## Email domain warm-up

Email providers often treat emails from new dedicated domains as spam. That makes sense, because anyone, including spammers, can create a new sending domain. Using the best practices and sending recommendations that follow will greatly improve your chances of reaching the main inbox.

### Email sending recommendations

When you send your first emails to warm up your domain, you should send only to contacts who have given their consent. You also need to follow the sending recommendations below to make sure you do not send too many emails in a single day or a single hour.

This table shows how many emails you can send in a single day or a single hour. For example, for your first sends, you should not exceed 100 emails per hour and 1,000 per day. After that, you can move to phase two, where you can send 300 emails per hour for a total of 2,500 per day.

You can send your emails in drip mode (daily and hourly sending).

### Tips for sending your first warm-up emails

- Follow the email best practices described above.
- Stick to the sending recommendations.
- At the start, if possible, send fewer emails per day or per hour.
- Send only to contacts who have given consent and are highly likely to engage.
- Keep the content of your emails short and to the point.
- Do not use public link shorteners such as [bit.ly](http://bit.ly) or tiny.url.

## Email tools

Want to test, track or monitor your email domain? Below you will find some useful tools for troubleshooting and monitoring the health of your sending system.

### Test how "spammy" your emails are

The content of your email can affect its deliverability. For example, too much text or the use of a URL shortener can worsen the rating that mail providers give your emails. If an email looks too "spammy", it will be flagged as such.

Did you know you can check how "spammy" your emails look using this free tool? [https://www.mail-tester.com/](https://www.mail-tester.com/)

1. Copy the email address provided by the site.
2. Create a new contact in Futuria CRM with this email address.
3. Send your email to this new contact.
4. Go back to Mail-Tester and click to check your score.
5. Analyse the score and make any changes needed.

### Check your "Email Health Report"

To quickly check for errors on your domain, such as being blacklisted or missing a DMARC record, you can paste your sending domain into this "Email Health Report": [https://mxtoolbox.com/emailhealth](https://mxtoolbox.com/emailhealth). This tool will show any problems with your domain.

### Advanced: use Postmaster Tools to monitor outgoing emails

Using the information from each Gmail user you send to, the Google Postmaster tool will monitor and return valuable information on how your outgoing emails are performing, including: spam rate, IP reputation, domain reputation, delivery errors and more.

This information is invaluable for understanding what is affecting your email deliverability. To get started, [visit the Google Postmaster site](https://postmaster.google.com/) and add a record to your sending domain.

## Troubleshooting

Remember that there are many reasons why emails can end up in spam. For example, using URL shorteners greatly increases that likelihood.

Sending emails can be a complicated process, which is why we created this guide. If your emails end up in spam, follow the advice in this guide and the questions below.

If you run into problems, check the following:

1. How long have you been sending emails? Remember that it can take up to 4 weeks to warm up a domain.
2. Check your MX records to make sure they are installed correctly.
3. Make sure your DMARC record is configured correctly.
4. If you still need help after checking these steps, contact our support team.

## Frequently asked questions (FAQ)

##### What about cold email?

Cold emailing means contacting people who have not given their consent, and it is generally not recommended, especially for new domains. If you decide to do it, make sure you validate the email addresses and do not use your main domain. It is better to use a separate domain to protect the reputation of your main one.

##### What if I already have a dedicated sending domain but my emails end up in spam?

This is normal at the start. If your domain is already warmed up and emails still go to spam, it may be better to set up a new subdomain rather than trying to fix the problems with the current one.

##### What happens if my IP gets blacklisted?

If your IP gets blacklisted, contact support.

##### What is email warm up?

It is the process of gradually increasing your email sending volume to build a good reputation with mail providers. This helps your emails avoid spam folders.

##### What is email deliverability?

It is your ability to get emails into the main inbox instead of spam. It is influenced by sender reputation, list quality, content and engagement.

##### What is domain reputation?

It is how mail providers rate the trustworthiness of your domain. A good reputation gets you into the main inbox; a bad reputation lands you in spam filters.

##### How long does it take to warm up a domain?

Usually about 4 weeks. Follow best practices and monitor performance to make sure your domain builds a healthy reputation.

##### What happens if I send more emails than the recommended amount?

Sending too many emails too soon can damage your domain reputation and even get you blacklisted. Always follow the volume guidelines to stay safe.

##### What are the differences between Futuria CRM email and a custom SMTP provider?

Futuria CRM email gives you built-in tools and better deliverability support. With custom SMTP, you are responsible for setup and troubleshooting, and our ability to assist you is limited.

##### What is a dedicated domain?

A dedicated domain gives you control over your email reputation by keeping your sending activity separate from everyone else's. This improves inbox placement.

##### How do you send emails in drip mode (hourly and daily sending)?

Use bulk actions or workflows to stagger your email sends. This helps maintain a good sender reputation by avoiding volume spikes.

##### What is an email bounce?

A bounce happens when your email cannot be delivered. A **hard bounce** indicates an invalid or non-existent address, while a **soft bounce** indicates a temporary problem such as a full mailbox.

![Screen for purchasing a dedicated IP in Futuria CRM](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/0e2995ba-4989-428f-b471-af3733464be8.jpg)

![Table with recommendations for email sending and domain warm-up](https://assets.cdn.filesafe.space/jOFcdS1QIxGsOiKRyQti/media/7742dc38-b1f8-44d6-a455-c13cb1b7f0d4.png)