Maximising Email Deliverability

If you are using Infusionsoft to send emails, then one thing you want to do is ensure you are maximising your email deliverability, in plain English, making sure that your emails are more likely to go to Inbox than spam.

Now you might have noticed that I used the words ‘more likely’ - at the end of the day we are not in control of a persons’ spam filter - we can only give the spam filter the best possible reasons for putting us in Inbox and not spam.

Before you start panicking about this, thinking Infusionsoft has deliverability issues, this is no different as to what you should do with other pieces of software, anything that delivers emails on your behalf suffers from these problems, e.g MailChimp.

The first thing you will require to help maximise your results is your own domain name. This is so you can create an email address on a domain you control the Cpanel (more on this later) of. For example, if your business was called Sandwiches and Crumbs you might be able to get the domain

Now the reason that you want this, instead of using is simple. Gmail will not let you access their Cpanel. The Cpanel is where we need to do the setting changes for you, so if you had, as you own the domain, we can then access the Cpanel and make changes.

As a side note, there are some places that you can buy domains from that do not let you change the Cpanel settings easily, if at all. This is a question that you should be asking the hosting company before you purchase your domain from them; ‘Will you allow me to make my own CName entries and can I change or add a TXT record for my SPF?’ - if the answer to either of these is no, then it is not a hosting company you want to use.

So what we are going to do to is mechanically maximise your deliverability, there are other issues around deliverability that are outside of our control such as your domains reputation.

What we want to do is tell the internet that when an email is sent from on your behalf that this is correct and a legitimate email. To do this we will use two tools, SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail).


Step one is to identify if you already have an SPF record or not. Go to and type your domain name into the box (without the WWW at the front) and click MX lookup. When that has run the orange button gains a dropdown option, and about the 8th one down is the SPF tool. If you have an SPF record already then it will display here, if you don’t have one then in the result box it will say ‘DNS record not found’.

If you already have an SPF record then it is vital you do not make a second one, instead you will edit and add to the one you currently have. Having two SPF records will cause errors that will impact your deliverability not just from Infusionsoft, but anything else listed in the current SPF record.

Step two will be to log into your Cpanel and look for the DNS Zone Editor tool. Unfortunately there are so many different Cpanels out there it is impossible to tell you how to do it.

Once you have loaded your DNS Zone Editor then you will either:

If you currently have an SPF entry, locate the TXT record with it in, click edit and add into the SPF record before the final ‘?’ entry:

If you do not currently have an SPF record then you want to add a new entry of type TXT. On the domain side of the record you will either leave it blank or enter the @ symbol (which depends on the Cpanel), this indicates that this entry is working at the domain level, one the record side it reads:

v=spf1 a mx ~all

In both cases note that there is no space in the phrase ‘’.

Click save and your DNS will then update. Again note that DNS changes can take up to 48 hours to propagate through the internet, however most SPF records update much faster than that. You can check if your SPF is now updated using the MXToolbox site from earlier.


DKIM is our second tool in our arsenal to meet our deliverability objective. Unlike SPF, this information is specific to your Infusionsoft® app and you will need to get this information before going into your Cpanel. This also does not update any files that you have in existence already, unlike how SPF can.

To generate the required information in Current UI, go to settings in the top right-hand corner and click on ‘Email Settings’, for Classic UI, go to the Infusionsoft Logo in the top-left corner, go to Marketing and Settings, once in there click Email Authentication.

Once you have done this, in both UIs, click Add a Domain, select your domain from the dropdown and it will generate all the information you need to make your CName record, along with instructions on how to do it.

After you have created your CName record, come back to Infusionsoft and click on verify at the bottom of the page. This should hopefully then show a green circle with a white tick inside it, but again this can take 48 hours to go through.