If your B2B cold emails are landing in spam, you're not alone—and you're not doomed. Deliverability is a real headache for anyone doing outbound. The truth is, a lot of the advice out there is either outdated or doesn’t move the needle. This guide is for sales teams, founders, and marketers who want their emails to actually show up in inboxes. We’ll break down what really matters, what’s a waste of time, and how to use Mailivery to stack the odds in your favor.
Why Email Deliverability Is So Tough Now
Spam filters are aggressive. Google and Microsoft, especially, are constantly tweaking their algorithms. If you’re sending cold emails for B2B outreach, even if you’re not a spammer, you’ll get caught in the crossfire if you’re not careful.
The days of “just hit send and hope” are over. But you can tip the scales back your way with the right approach.
Let’s get into it.
1. Get the Basics Right Before You Touch a Tool
Mailivery can help, but if your fundamentals are off, nothing will save you. Here’s what you absolutely need in place:
- Custom Domain: Don’t blast from your main domain. Use a sending subdomain (like
mail.yourcompany.com). If you get blacklisted, your main domain is safe. - SPF, DKIM, DMARC: These are non-negotiable. Set them up correctly, or you’re begging for spam placement. Use tools like MXToolbox to check your records.
- Warm Up Your Inbox: Don’t go from zero to 500 emails overnight. Even if you’re itching to start, ramp up slowly—think 10-20 extra emails per day.
- Clean Your List: Only email people who might actually want your message. High bounce rates and spam reports tank deliverability fast.
- No Attachments, No Dodgy Links: Attachments and URL shorteners are red flags. Ditch them unless you like the spam folder.
Pro tip: If you’re not sure your setup is clean, send a few test emails to personal accounts (Gmail, Outlook) and see where they land. If they’re in spam, fix your setup first.
2. Understand How Mailivery Works (and What It Can’t Do)
Mailivery isn’t magic. What it does: it sends and receives emails from your inbox to a network of real, trusted inboxes, then marks your messages as “not spam” if they land in junk. This helps train spam filters to trust your emails.
But—Mailivery won’t fix:
- Bad copy that triggers spam filters (think “act now!!!” or sketchy offers)
- Lists full of invalid or recycled addresses
- Poor sending practices (volume spikes, generic messages)
Think of Mailivery as a gym for your inbox’s reputation. It keeps things healthy, but only if you’re not sabotaging your own progress.
3. Set Up Mailivery the Right Way
Once your technical setup is solid, here’s how to get rolling with Mailivery:
a. Connect Your Sending Account
- Use the inbox you’ll be sending from (e.g., your outreach@ or sales@ address).
- Make sure you have admin access. Mailivery needs permission to send and receive on your behalf.
b. Configure Sending Settings
- Start with low daily volumes (10–30 emails/day through Mailivery). Don’t go nuts—slow and steady is safer.
- Schedule sending during business hours for your target market. Random sending at 3am looks weird.
c. Customize Content
- Mailivery lets you customize the content it sends as part of the warm-up. Keep it natural—think short, conversational emails, not “Buy now!” pitches.
- Use real first names and signatures. It helps the algorithm, and it looks more human.
d. Monitor the Dashboard
- Watch for errors, warnings, or spam placements in the analytics.
- If you see a lot of Mailivery emails landing in spam, pause your regular outreach and investigate.
Pro tip: Don’t just “set and forget.” Check in weekly, especially in the first month.
4. Combine Mailivery With Smart Sending Habits
Mailivery can nudge your inbox reputation up, but bad habits will undo the progress fast. Here’s what actually matters:
- Send Consistently, Not in Bursts: A sudden spike in outbound volume is a red flag. Spread sends throughout the day.
- Personalize Your Emails: Even a basic first name and company mention helps. Mass-blasting generic emails is asking for trouble.
- Watch Your Replies: More replies = better reputation. Ask real questions, not just “let me know if you’re interested.”
- Unsubscribe Link: Always include a clear opt-out. It’s legally required in many places, but even if it isn’t, spam complaints hurt you.
Ignore the myths: “super fancy HTML templates” and “adding a tracking pixel” won’t save you. In fact, they often hurt deliverability. Plain, text-based emails work best for B2B.
5. Troubleshoot and Iterate—Don’t Panic
You’ll hit bumps. Here’s how to deal:
- Spam Placement Spikes: Pause your campaigns. Check your sending domain’s reputation on tools like Google Postmaster Tools or Microsoft SNDS.
- Open Rates Drop: Check if your emails are landing in spam or promotions. If yes, scale back sending and lean more on Mailivery for a week or two.
- Blacklist Warnings: If you end up on a blacklist, stop all sending from that domain. Set up a new sending subdomain and start the warm-up again, slowly.
What doesn’t work: Emailing support at Google or Microsoft and begging for forgiveness. You’ll get an auto-reply, if anything.
6. Things That Don’t Matter as Much as You’ve Heard
A lot of blog posts will tell you to obsess over these. Don’t waste time:
- Changing Subject Lines Constantly: It’s your domain/IP reputation, not your subject line, that matters most.
- Super-Short Emails: Short is good, but value and relevance are better. Don’t send a one-word email just to “beat spam.”
- Colorful Templates: They look nice, but for cold B2B, they’re more likely to hit spam.
If you’re doing the basics right and using a tool like Mailivery, you’re 90% of the way there.
Wrapping Up: Keep It Simple, Keep It Consistent
Deliverability isn’t a black box, but it’s also not a set-it-and-forget-it deal. Get your technical setup right, use Mailivery to keep your reputation healthy, and avoid shortcuts and gimmicks. Check your results, tweak as you go, and don’t overthink it—simple, steady improvements beat frantic changes every time.
Your emails can land in inboxes. Just don’t expect miracles overnight, and don’t trust anyone selling you a “secret hack.” Stick to the basics and iterate.