When creating and distributing email marketing campaigns, there are things you want to avoid and measures you can take in order to maximize your deliverability and engagement rates. What should I avoi...

Email Marketing: Best Practices

Learn how to enhance your email marketing campaigns by avoiding common pitfalls that can harm your deliverability and engagement rates. This article covers critical topics such as spam traps, hard bounces, and the importance of consent when emailing recipients. Discover effective strategies to maintain a clean mailing list, craft engaging subject lines, and create relevant content that resonates with your audience. By following these guidelines, you can improve your sender reputation and achieve better results with your email marketing efforts.

<div data-component-type="text"><div>When creating and distributing email marketing campaigns, there are things you want to avoid and measures you can take in order to maximize your <a data-composite="true" href="https://support.wix.com/en/article/improving-the-deliverability-of-your-campaign" target="">deliverability</a> and engagement rates. </div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="what-should-i-avoid" level="3">What should I avoid?</h2></div><div data-component-type="text"><div>Click below to learn about everything you should avoid in order to maintain a good sender reputation.</div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Spam traps, spam complaints, hard bounces and low engagement rates</h4><div class="collapsible-content"><ul>
  <li><strong>Spam Traps: </strong>These are fictitious email addresses or addresses that are no longer in use. Spam traps help ISPs and anti-spam organizations identify email marketers who are not following email distribution regulations. Learn more <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-campaigns-marked-as-spam#understanding-spam-traps" target="">about spam traps</a>. </li>  <li><strong>Spam complaints: </strong>These occur when a recipient marks your email as spam or files a formal complaint (known as an abuse report) about your email. Learn more <a data-composite="true" href="https://support.wix.com/en/article/email-campaigns-marked-as-spam" target="">about emails marked as spam</a>. </li>  <li><strong>Hard bounces:</strong> These occur when a permanent issue causes a recipient’s server to block your email from being delivered to a specific address on your mailing list. Learn more <a data-composite="true" href="https://support.wix.com/en/article/bounced-undelivered-email-campaigns" target="">about bounced emails</a>. </li>  <li><strong>Low engagement: </strong>This occurs when only few recipients open or click on links in your emails. Having a low engagement rate sends a message to ISPs that users are either not receiving or not reading your emails. </li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Sending emails without the recipient's consent</h4><div class="collapsible-content"><div>You can send emails to people in your recipients list that have given you written permission. To keep your email delivery rates high, only send emails to people you've been in touch with recently (within the past year). </div><div><br /></div><div>Avoid sending emails to the following recipients: </div><ul>
  <li>Anyone who has never given you permission to email them.</li>  <li>Anyone who asked to unsubscribe from your emails, or told you not to contact them.</li>  <li>An email address you received from someone else or from another business.</li>  <li>An email address you copied off the internet.</li>  <li>An email address that you purchased on a list.</li>  <li>A email address you obtained via social media (e.g. Facebook).</li>  <li>Someone who gave you their business card or attended an event you planned, but didn’t specifically ask to be on your mailing list.</li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Sending prohibited content</h4><div class="collapsible-content"><div>Keep in mind that it is illegal to send, offer or sell certain types of content. We may block the distribution of your email if it includes any of the following:</div><ul><li>Pornography or illicitly pornographic products, content and/or services, such as adult magazines and videos or escort services.</li><li>Content related to illegal substances or illegal goods of any kind.</li><li>Writing that is libelous, defamatory, scandalous, threatening or harassing is any way.</li><li>Products or services related to betting and gambling.</li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Sending content considered as suspicious</h4><div class="collapsible-content"><div>While not outright illegal, certain content is considered suspicious and can lead to emails being marked as spam. Because of this, we may also decline distribution of your email if it includes content related to the following: </div><ul><li>Online and direct pharmaceutical sales</li><li>Debt collection, credit repair, or products or services offering debt relief</li><li>Offers related to working from home, getting rich quick, building your wealth, financial independence, etc.</li><li>Content related to real estate, bitcoins or trading gold</li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Sending content to promote a site hosted outside of Wix</h4><div class="collapsible-content"><div>Wix doesn't support the promotion of websites hosted on other platforms like GoDaddy or SquareSpace because the indirect connection to Wix can cause security issues and unstable connections. </div><div><br /></div><div>These issues can lead to broken links and inaccuracies in tracking analytics. This undermines the effectiveness of your email marketing efforts.</div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="what-can-i-do-to-improve-deliverability" level="3">What can I do to improve deliverability?</h2></div><div data-component-type="text"><div>Click below to learn about every step you can take in order to improve your <a data-composite="true" href="https://support.wix.com/en/article/improving-the-deliverability-of-your-campaign" target="">email deliverability</a>. </div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Create and maintain your mailing list</h4><div class="collapsible-content"><ul>
  <li>Only send emails to recipients who have specifically signed up for your mailing list.<br />
<strong>Tip:</strong> If you're not sure whether you have someone's permission to send them an email then make sure to ask if they would like to receive your campaigns and updates.</li>  <li>Send your emails regularly, but not too often! If you bombard your contacts with too many emails, they’re likely to unsubscribe or mark your message as spam. We recommend sending out a maximum of 2-3 emails a week.</li>  <li>Make sure that all of the email addresses in your mailing list are valid, and clean your list every six months.</li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Write engaging email subject lines</h4><div class="collapsible-content"><div>Subject lines have a significant impact on whether or not recipients open your newsletters. Here are some tips to follow:</div><ul><li>Write subject lines that encourage your recipients to open the email. Try to create a sense of urgency or pique their curiosity.</li><li>Your subject line should relate to the content of the email. Offer a hint about the topic so readers know what to expect.</li><li>Avoid spammy words like “free,” “earn $,” “incredible deal” or “no gimmick.” They can send the message to both readers and spam filters that your email is spam. </li><li>Don't use all capital letters or many exclamation points.</li><li>Aim for 30 characters, max.</li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Clearly identify yourself and your business</h4><div class="collapsible-content"><ul>
  <li>Send your emails from a custom email address with a domain that matches your site. Learn more about <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-understanding-domains-to-send-your-campaigns" target="">choosing the best domain for your campaigns</a>. </li>  <li>Always send emails from the same email address. This will help recipients identify your business and can boost your engagement rate. </li>  <li>If you manage more than one site from your Wix account, use a different sender email for each site. Set a designated sender email address for each site and use it consistently whenever you send an email.</li>  <li>Never use email addresses which expire after a certain time period. This can cause your emails to be marked as spam. </li>  <li>Stay true to your business’s branding. Use colors, fonts and language that match all of your marketing materials. This helps make it obvious to readers that your email is legitimate and was really sent from your business.</li>  <li>Put your logo, address (if you have one) and phone number in each email. The footer can be a great place for these.</li>  <li>Include links to your social media pages and blog.</li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Create interesting and relevant content</h4><div class="collapsible-content"><ul>
  <li>We recommend not to send emails that are only an image. Instead, make sure they have at least one sentence of text. Keep in mind that an image with text in it does not count as text within the email.</li>  <li>Be interesting and relevant.</li>  <li>Get to the point. Most recipients will never read long letters and articles, so it’s best to keep your email short.</li>  <li>Break up paragraphs of text with sub-headers. This helps readers skim your email and quickly get the information they need.</li></ul></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="text"><div><strong>Check out the following video for a brief explanation about email deliverability:</strong></div></div><div data-component-type="video"><div style="text-align:center"><span class="video-overlay" style="width:666px; height:375px">
  </span><iframe src="//www.youtube.com/embed/BqHuc3jKM5w?wmode=opaque&amp;enablejsapi=1&amp;" style="width:666px;height:375px;"></iframe></div></div>

When using Wix Email Marketing, please make sure that you read and follow the Wix Email Marketing Terms of Use.If you do not comply with the Terms of Use, you will be blocked from using Wix Email Mark...

Email Marketing: Terms of Use

Understand the importance of adhering to the Wix Email Marketing Terms of Use to ensure uninterrupted access to the service. Learn how compliance protects your ability to use Wix Email Marketing and the consequences of non-compliance, including potential restrictions and lack of refunds. Stay informed to maintain your email marketing capabilities effectively.

<div data-component-type="text"><div>When using Wix Email Marketing, please make sure that you read and follow the <a data-composite="true" href="https://www.wix.com/shoutout/terms-of-use" target="_blank">Wix Email Marketing Terms of Use</a>.</div></div><div data-component-type="text"><div>If you do not comply with the Terms of Use, you will be blocked from using Wix Email Marketing.</div></div><div data-component-type="text"><div>In such cases, we are unable to lift the restriction or provide refunds.</div></div>

Make sure your campaign actually gets delivered to your recipients' inboxes. There are many factors that affect email deliverability, and following best practices gives your campaign a better chance o...

Email Marketing: Improving the Deliverability of Your Campaign

Ensure your email campaigns reach your recipients' inboxes by understanding email deliverability. This article explains what email deliverability is, the factors that influence it, and offers practical tips to improve your campaigns. Learn how to enhance your sender reputation, maintain a clean email list, and create engaging content to avoid spam filters. By following these best practices, you can significantly increase the chances of your emails being successfully delivered.

<div data-component-type="text"><div>Make sure your campaign actually gets delivered to your recipients' inboxes. There are many factors that affect email deliverability, and following best practices gives your campaign a better chance of reaching your contacts.</div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="what-is-email-deliverability" level="3">What is email deliverability?</h2></div><div data-component-type="text"><div>Email deliverability refers to the process of successfully allowing an email to reach the inbox of the intended recipient.<strong> </strong>It determines whether your email lands in someone's inbox, spam folder, or if it bounces back and never gets to the recipient. </div></div><div data-component-type="text"><div>There are a few reasons an email might not reach the intended inbox:</div></div><div data-component-type="text"><ul>
  <li><strong>Hard bounce: </strong>The email address is invalid or does not exist.</li>  <li><strong>Soft bounce:</strong> There was a technical issue when sending to the address.</li>  <li><strong>Spam folder:</strong> Email filtered as spam.</li>  <li><strong>Blocked:</strong> Blocked by an ISP or internet protocol.</li></ul></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="factors-that-influence-email-deliverability" level="3">Factors that influence email deliverability</h2></div><div data-component-type="text"><div>When you send an email, there are protocols in place behind the scenes to ensure that your IP address, content, and more is trustworthy. To make sure your emails don't get blocked or marked as spam, understand the 3 main factors that influence your email deliverability:</div></div><div data-component-type="text"><ul>
  <li><strong>Your email content: </strong>Following <a data-composite="true" href="https://support.wix.com/en/article/wix-email-marketing-best-practices" target="">email marketing best practices</a> gets you the best chance of email deliverability. Everything from your subject line, images, and content of the campaign need to be relevant, proofread, and formatted correctly.</li></ul></div><div data-component-type="text"><ul>
  <li><strong>Sender reputation: </strong>A sender reputation score signals to an internet service provider (ISP) how trustworthy you are. It is something you build over time, like online clout, and is boosted by positive subscriber actions (e.g. clicks on a campaign) and having a well-maintained email list. Learn more about <a data-composite="true" href="https://support.wix.com/en/article/improving-your-email-sender-reputation" target="">improving your email sender reputation</a>.</li></ul></div><div data-component-type="text"><ul>
  <li><strong>Your identification: </strong>Various online protocols run behind the scenes and work like a background check to make sure you are legitimate online. These include the Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM). If you purchase a <a data-composite="true" href="https://support.wix.com/en/article/business-email-an-overview" target="_blank">business email</a> through Wix or have connected your mailbox domain to the Wix name servers, then those records are connected too.</li></ul></div><div data-component-type="informative"><div class="info-container" info-color="blue"><div class="info-title">Note:</div><div class="info-content"><div>To assist with your campaign's deliverability and identification, Wix Email Marketing automatically adds 5 DNS records (3 sendgrid.net keys and 2 ascendbywix.com keys) once a campaign is sent. These keys work in the background to validate your campaign and are expected behavior when assigning a custom mailbox as a sender address.</div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="tips-to-improve-your-email-deliverability" level="3">Tips to improve your email deliverability</h2></div><div data-component-type="text"><div>Here are some best practices that we recommend following in order to ensure your campaigns are getting to your subscribers' inboxes.</div></div><div data-component-type="text"><div>Click below to learn more. </div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Only email your subscribers (people who signed up to your mailing list)</h4><div class="collapsible-content"><div>You should only be sending campaigns to those who have already consented to receive correspondence from you. </div><div><br /></div><div>Sending emails to people who have never heard of your business or haven't asked for information is the quickest way to gather <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-campaigns-marked-as-spam" target="">spam complaints</a> and lower your sender reputation. </div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Build your email list organically</h4><div class="collapsible-content"><div>The best way to ensure long term email marketing success is by gradually building a list of people who are engaged with your content, and who want to be there. </div><div><br /></div><div>If you send your campaign to email addresses you've bought or scraped off the internet, it's going to do you more harm than good.</div><div><br /></div><div>Organically grow your mailing list by adding subscriber forms to your site, and offering valuable content in exchange for signing up for your newsletter or latest offers. </div><div><br /></div><div>To align with best practices, make sure you also add a double-opt in for visitors to confirm their consent to be emailed by you.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Regularly maintain your email list</h4><div class="collapsible-content"><div>Check your email list frequently for inactive subscribers, spam emails, as well as email addresses that no longer exist. If you send campaigns to non-existent email addresses, you'll get a hard bounce which negatively affects your sender reputation score.</div><div><br /></div><div><strong>Tip:</strong> Provide a way for people to easily unsubscribe from your mailing list to comply with email marketing best practices.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Write an informative and engaging subject line</h4><div class="collapsible-content"><div>Your subject line should be straightforward and instantly let someone know what the content of the email contains. If your subject line reads like spam or clickbait (e.g. CLICK NOW or regret it later!) you are likely to get complaints or filtered as spam.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Clearly identify yourself and your business</h4><div class="collapsible-content"><div>When a subscriber opens your email they need to immediately understand who is emailing them and what the email is about. Make sure your business name and address are clearly identified somewhere in the content or footer of the email. This builds trust and can increase your chance of getting replies.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Keep your audience engaged</h4><div class="collapsible-content"><div>Do your best to send relevant and stimulating content that gets subscribers interacting with your campaign. Include links to sign up or view more content, ask for feedback, and keep the conversation going. Enhance engagement by creating segments of your audience and sending more personalized content to better meet each segment's interest.<strong> </strong>When your subscribers are engaged with your emails, it shows ISPs that your content is valuable.<br />
<br />
<strong>Note:</strong> Emails can be flagged if they contain a lot of content, too many images or very large attachments. Learn more about <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-creating-engaging-content" target="">creating engaging content</a>.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Create a good text-to-image ratio</h4><div class="collapsible-content"><div>Emails that have a balanced ratio of images to text are more likely to reach the inbox instead of landing in spam. If your email campaign consists mostly of a single large image (like a flyer or poster) and very little text, email providers will likely mark it as spam. This is because spammers historically use images to hide text from security filters.</div><div><br /></div><div>Provide key information in text to ensure that users can read the information even if images are blocked. Always type out important information and greetings rather than embedding them directly into your images.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Gradually increase the number of emails you send</h4><div class="collapsible-content"><div>Gradually warm up your email list to avoid triggering spam filters, especially if it is a new domain. ISPs track email patterns, and sudden spikes in volume can lead to your campaign being blacklisted. Start with fewer emails and increase frequency as you see engagement and positive responses. </div><div><br /></div><div><strong>Tip:</strong> Try to avoid irregular sending schedules. Once you've found what works stick to a consistent schedule so as not to frustrate subscribers or trigger spam filters.</div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="sending-a-sample-mailing" level="3">Sending a sample mailing</h2></div><div data-component-type="text"><div>When you send an email campaign to a new list of contacts, Wix may first send a sample mailing. This means that a portion of your recipients receive your content before the email is distributed to all of the contacts on that list.</div></div><div data-component-type="text"><div>A sample mailing is sent to improve the deliverability of your campaign. If a list contains too many wrong addresses, or too many emails are bounced/rejected, your sending reputation can be damaged. A low sending reputation impacts the deliverability of your future mailings.</div></div><div data-component-type="text"><div>If a certain percentage of your emails are bounced or rejected, your email won't be sent to the rest of your contacts yet. In the event that your sample fails, two things occur:</div></div><div data-component-type="text"><ol>
  <li>This mailing is listed as &quot;Not Sent to all&quot; under My Email Campaigns.</li>  <li>The contacts that did not receive your email will be listed in the <a data-composite="true" href="https://support.wix.com/en/article/viewing-your-email-marketing-statistics" target="">Statistics</a> <img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/59ef43fb-880d-46b2-bdce-82e4aaffaaec/2019/11/16/3c506d26-cc55-4fb7-b3c5-5733157c8463/e1caa8d4-2cd5-4f68-9f65-c9c147d1aab6.jpg" /> of that specific campaign, with the &quot;Not Sent&quot; label.<br />
<br />
<img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/59ef43fb-880d-46b2-bdce-82e4aaffaaec/2019/11/16/51906860-f3dd-43b8-8750-0b2e25105063/1ea42c4a-5911-4efb-8022-381b886e3c48.png" /></li></ol></div><div data-component-type="text"><div><strong>To make sure your sample is successful:</strong></div></div><div data-component-type="text"><ol>
  <li>Make sure that your list contains only valid addresses. Remove any invalid contacts from your <a data-composite="true" href="https://www.wix.com/my-account/site-selector/?buttonText=Go%20to%20Contact%20List&amp;title=Select%20a%20Site&amp;autoSelectOnSingleSite=true&amp;actionUrl=https://www.wix.com/dashboard/{{metaSiteId}}/contacts/" target="_blank">contact list</a>. Once the emails are validated, make sure you're only adding valid contacts before you send out a new campaign.</li>  <li>Make sure you only send your emails to contacts who have given you their written consent (using a <a data-composite="true" href="https://support.wix.com/en/article/wix-forms-adding-and-setting-up-a-subscribe-form" target="">subscribe form</a>, for example).</li>  <li>When your list is ready, try sending your email campaign again.</li></ol></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="faqs" level="3">FAQs</h2></div><div data-component-type="text"><div>Click a question below to learn more.</div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">What should I do if my campaign is still not reaching inboxes?</h4><div class="collapsible-content"><div>If your campaign isn't reaching inboxes, review your sender reputation, email content and identification protocols. Learn more about <a data-composite="true" href="https://support.wix.com/en/article/wix-email-marketing-best-practices" target="">Email Marketing best practices</a>.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Why aren't my subscribers receiving my campaign?</h4><div class="collapsible-content"><div>The most likely reason subscribers aren't seeing your campaign is that it's caught in a spam folder. This will still show as 'delivered' in your email marketing dashboard as the campaign reached the intended recipient, but the subscriber can't see it in their inbox. </div><div><br /></div><div><strong>Tip: </strong>Learn more about <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-campaigns-marked-as-spam" target="">preventing spam</a>. </div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">What can I suggest my subscribers to do when they don't receive my campaign?</h4><div class="collapsible-content"><div>If your subscriber didn't receive a campaign ask them to do the following:</div><ul>
  <li>Check their spam filters in case the email went to spam</li>  <li>Add the 'From' email address to their contact list so it is not viewed as foreign</li>  <li>Check their webmail provider rules to see if a campaign can deliver up to 24 hours later</li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Can I send an email campaign to a role address? (e.g. 'reception@', 'support@')</h4><div class="collapsible-content"><div>We do not recommend sending campaigns to role addresses.<strong> </strong>Because role addresses are often associated with many recipients (such as a business's 'support@' redirecting to 20 customer service representatives), they can generate <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-campaigns-marked-as-spam" target="">spam complaints</a> or fall into spam traps. </div><div><br /></div><div><strong>Tip: </strong>Learn more about <a data-composite="true" href="https://support.wix.com/en/article/about-role-addresses" target="">role addresses and how they affect deliverability</a>. </div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">How can I track the success of my email campaigns?</h4><div class="collapsible-content"><div>Use Wix's email marketing analytics to track opens, clicks, bounces, and other metrics. This data helps you <a data-composite="true" href="https://support.wix.com/en/article/viewing-your-email-marketing-statistics" target="">understand your campaign's performance</a> and make necessary adjustments for future emails.</div><div><br /></div><div><strong>Note:</strong> Always provide a way for your subscribers to easily unsubscribe from your emails. This not only complies with regulations but also helps maintain a healthy email list.</div></div></div></div>

Email marketing helps you connect with your audience by promoting your products or services through targeted messages. However, understanding how spam affects your campaigns is crucial for maintaining...

Email Marketing: Understanding How Spam Affects Your Campaigns

Discover how to enhance your email marketing campaigns by understanding the impact of spam complaints and traps on your email deliverability and sender reputation. This article explains the types of spam traps, factors influencing Gmail's spam filter, and offers practical tips to avoid spam complaints. By following best practices, you can improve your email engagement and ensure your messages reach your audience effectively.

<div data-component-type="text"><div>Email marketing helps you connect with your audience by promoting your products or services through targeted messages. However, understanding how spam affects your campaigns is crucial for maintaining your <a data-composite="true" href="https://support.wix.com/en/article/improving-the-deliverability-of-your-campaign" target="">email deliverability</a> and <a data-composite="true" href="https://support.wix.com/en/article/improving-your-email-sender-reputation" target="">sender reputation</a>.</div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="understanding-spam-complaints" level="3">Understanding spam complaints</h2></div><div data-component-type="text"><div>Spam complaints occur when email recipients report unwanted emails. Most email providers (like Gmail or Yahoo) have a button to report spam. </div></div><div data-component-type="text"><div>A small number of complaints is normal, but excessive complaints can harm your email deliverability. Too many complaints may cause your emails to be filtered into spam folders, hurting your reach. </div></div><div data-component-type="informative"><div class="info-container" info-color="green"><div class="info-title">Tip:</div><div class="info-content"><div>Learn more about how it can affect your <a data-composite="true" href="https://support.wix.com/en/article/improving-the-deliverability-of-your-campaign" target="">email deliverability</a>.</div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="understanding-spam-traps" level="3">Understanding spam traps</h2></div><div data-component-type="text"><div>Spam traps are fake or inactive email addresses used by Internet Service Providers (ISPs) and anti-spam groups to catch marketers who don't follow email rules (e.g. buying email lists or sending unsolicited emails).</div></div><div data-component-type="text"><div>Click below to learn more about the 3 main types of spam traps.</div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Pristine spam traps</h4><div class="collapsible-content"><div>Pristine spam traps are email addresses that ISPs or anti-spam groups artificially create in order to catch spammers. Emails sent to a pristine spam trap are usually part of purchased lists or have otherwise been obtained in an illegitimate manner. </div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Recycled or expired email addresses</h4><div class="collapsible-content"><div>These are email addresses that were once in use but are now inactive. Emails sent to these addresses <a data-composite="true" href="https://support.wix.com/en/article/why-some-email-campaigns-get-bounced" target="">bounce back to sender</a> for at least a year. ISPs may reactivate them to catch spammers, since sending to these addresses shows that a sender isn't cleaning their list.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Typos</h4><div class="collapsible-content"><div>An email address with a typo can be a spam trap. Sending to such addresses show that the sender doesn't clean their list or that some contacts didn't opt in (e.g. an address like &quot;gmai.com&quot; instead of &quot;gmail.com.&quot;)</div></div></div></div><div data-component-type="informative"><div class="info-container" info-color="orange"><div class="info-title">Important:</div><div class="info-content"><div>Wix doesn't allow the use of illegitimate mailing lists. If a spam trap detects you're using one, your Wix Email Marketing account will be restricted. Purchased lists violate Wix's <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-terms-of-use" target="">Terms of Use</a> and <a data-composite="true" href="https://support.wix.com/en/article/wix-email-marketing-best-practices" target="">Best Practices</a>.</div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="understanding-the-gmail-spam-filter" level="3">Understanding the Gmail spam filter</h2></div><div data-component-type="text"><div>Gmail’s spam filter is key in deciding which emails get through. Since many of your subscribers likely use Gmail, it’s important to understand what their filter looks for when flagging spam.</div></div><div data-component-type="text"><div>Here are some of the factors Gmail uses to decide if emails are legitimate:</div></div><div data-component-type="text"><ul>
  <li>If the sender's email address or domain name has been blacklisted before.</li>  <li>Suspicious phrases and words (i.e. &quot;how to make money online fast&quot;).</li>  <li>Spelling mistakes and bad grammar.</li>  <li>Corrupted or misconfigured email headers.</li>  <li>Suspicious email attachments (Google recommends sharing files as links using cloud storage services).</li></ul></div><div data-component-type="informative"><div class="info-container" info-color="green"><div class="info-title">Tip:</div><div class="info-content"><div>Learn more about the <a data-composite="true" href="https://clean.email/gmail-spam-filter" target="_blank">Gmail spam filter</a>.</div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="faqs" level="3">FAQs</h2></div><div data-component-type="text"><div>Click below to learn more about how spam affects your campaigns.</div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">What is a good spam complaint percentage?</h4><div class="collapsible-content"><div>A good spam complaint percentage is 0.02%, which means one complaint for every 5,000 recipients.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">How can I avoid spam complaints?</h4><div class="collapsible-content"><div>If you know your audience and only send content to subscribers, you'll likely avoid spam complaints. Following email marketing best practices is the best way to prevent being marked as spam.</div><div><br /></div><div>Here are some tips: </div><ul>
  <li>Create <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-creating-engaging-content" target="">engaging email content</a>.</li>  <li>Develop good frequency practices and establish a consistent email schedule.</li>  <li>Only email your subscribers. <br />
<strong>Tip: </strong><a data-composite="true" href="https://support.wix.com/en/article/wix-forms-adding-and-setting-up-a-subscribe-form" target="">Add a subscribe form</a> to your site to make it easy for people to join your mailing list.</li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">What happens if an email campaign is sent to a spam trap?</h4><div class="collapsible-content"><div>Sending to a spam trap can result in penalties, such as your emails being sent to junk folders or restrictions on future campaigns.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">How can I avoid spam traps?</h4><div class="collapsible-content"><div>Here are ways to avoid spam traps:</div><ul>
  <li>Do not purchase email lists. </li>  <li>Make sure all your recipients have given explicit permission to send them emails. </li>  <li>Send your email campaigns only to your <a data-composite="true" href="https://support.wix.com/en/article/contacts-vs-subscribers" target="">active contacts</a>. </li>  <li>Clean your contact list at least twice a year.</li>  <li>Make sure to remove recipients with whom you have not been in touch for over 6 months.</li></ul><div><br /></div><div><strong>Tip:</strong> You can also use <a data-composite="true" href="https://support.wix.com/en/article/viewing-your-email-marketing-statistics" target="_blank">campaign statistics</a> to locate and remove addresses that consistently bounce or remain unopened.  </div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">How can I improve my email deliverability?</h4><div class="collapsible-content"><div>Here are some tips to improve deliverability:</div><ul>
  <li>Maintain a clean email list by regularly removing inactive subscribers.</li>  <li>Avoid spammy language and ensure your emails are well-formatted.</li>  <li>Monitor your sender reputation using tools like Postmaster Tools by Google.</li></ul><div><br /></div><div>Learn more about <a data-composite="true" href="https://support.wix.com/en/article/improving-the-deliverability-of-your-campaign" target="">improving your email deliverability</a>.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Can I use purchased email lists?</h4><div class="collapsible-content"><div>No, using purchased email lists can lead to high spam complaints and harm your sender reputation. Always build your list organically with express consent from subscribers.</div><div><br /></div><div><strong>Tip:</strong> Test your email campaigns by sending them to yourself or a small group first to catch any issues before sending to your entire list.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">How can I report a site I think is spam?</h4><div class="collapsible-content"><div>If you encounter any Wix sites that you believe are sending electronic spam, you can <a data-composite="true" href="https://www.wix.com/support-chatbot?nodeId=aQY9eGiQNAZIhtaPT4oN&amp;referral=abuseMainPage" target="_blank">file a complaint</a>.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Can I see which email address marked my campaign as spam?</h4><div class="collapsible-content"><div>Yes, you can see which email address marked your campaign as spam from the <a data-composite="true" href="https://www.wix.com/my-account/site-selector/?buttonText=Manage%20Contacts&amp;title=Select%20a%20site%20to%20update&amp;actionUrl=https:%2F%2Fwww.wix.com%2Fmy-account%2Fsites%2F%7B%7BmetaSiteId%7D%7D%2Fcontacts" target="">Contacts page</a> in your site's dashboard. Filter your contact list by <strong>Email deliverability status</strong> and select <strong>is spam complaint</strong>. You'll be able to see which contacts marked your email as spam.</div><div><br /></div><div> <img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2025/05/27/29d56a12-4e13-492b-9502-3e9d445ea5b6/843c01bd-c6d1-4f8f-b883-f3a3e5fbebca.png" alt="Screenshot of the filter options under email deliverability status" /></div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Why was my email marketing account deactivated?</h4><div class="collapsible-content"><div>If you're seeing the pop-up message &quot;Your Email Marketing Account Was Deactivated&quot; in your email marketing dashboard, it is because our system detected unusual or risky patterns in your recent email activity. This can include things like poor list quality, low engagement, or high spam complaints.</div><div><br /></div><div>When this happens, your email marketing account is deactivated to protect your sender reputation and protects your contacts from receiving potential spam.</div><div><br /></div><div>To reactivate your email marketing account, fill out the questionnaire presented in the message. We will address your case and respond via email just as soon as we can. You can always view your ticket to see its progress.</div><div><br /></div><div><img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2026/04/14/98572baa-da9a-42c8-ae1b-8db1246349db/f14ca24b-716d-4304-91c7-0e7ddd0f1c96.png" alt="Screenshot of the deactivation pop-up in email marketing dashbaord" /></div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Why did my test email go to my spam folder?</h4><div class="collapsible-content"><div>When you send a test email to yourself, it is sent from a default Wix testing address, not your own authenticated domain. Because of this, your inbox provider may flag it as spam.</div><div><br /></div><div>This can happen because:</div><ul>
  <li>The sender address does not match your brand.</li>  <li>Test emails may include placeholder content.</li>  <li>Test emails may not include standard unsubscribe links.</li></ul><div><br /></div><div>This does not mean your live campaign is broken or blacklisted. When you publish and send your campaign from your authenticated custom domain, mailbox providers evaluate it based on your actual sender reputation instead.</div></div></div></div>

An email bounce rate is the percentage of emails that never make it to a recipient's inbox. The emails &quot;bounce&quot; back to the sender. Think of it like posting a letter to an old friend that co...

Email Marketing: Improving Your Bounce Rate

Learn how to manage your email bounce rate effectively to enhance your sender reputation and ensure your campaigns reach your audience. This article explains the different types of email bounces—soft and hard—and provides actionable steps to reduce bounces, such as maintaining a quality mailing list and regularly checking for errors. By following these guidelines, you can improve your email marketing success and maintain a positive sender reputation with Wix.

<div data-component-type="text"><div>An email bounce rate is the percentage of emails that never make it to a recipient's inbox. The emails &quot;bounce&quot; back to the sender. Think of it like posting a letter to an old friend that comes back as undelivered. </div></div><div data-component-type="text"><div>There are different reasons why an email might bounce. Knowing what causes them and ways to prevent them can help you reduce the number of emails that get bounced. This can help <a data-composite="true" href="https://support.wix.com/en/article/improving-your-email-sender-reputation" target="">improve your sender reputation</a>. </div></div><div data-component-type="text"><div><img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/9996c37e-2953-4158-b336-75532f73aad8/2023/06/26/58098e6f-9c9e-4228-9398-d0a9407c8fd3/4f3225b8-b25c-4c20-8024-4442979a58ff.png" alt="A screenshot showing bounce statistics in an email campaign." /></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="the-different-email-bounce-types" level="3">The different email bounce types</h2></div><div data-component-type="text"><div>Emails bounce for different reasons. Some issues that caused the bounce can be temporary (soft bounce), and some are permanent (hard bounce).</div></div><div data-component-type="text"><div>You can view bounce rates from the <strong>Delivery statistics</strong> panel of any email in the Email Marketing tab in your site's dashboard. </div></div><div data-component-type="heading"><h2 id="soft-bounce" level="4">Soft bounce</h2></div><div data-component-type="text"><div><strong>A soft bounce</strong> occurs when a temporary issue prevents the delivery of an email to its recipient. Some common reasons include:</div></div><div data-component-type="text"><ul>
  <li>The recipient's mailbox is full.</li>  <li>The recipient's email server has technical issues.</li>  <li>The email message is too large.</li></ul></div><div data-component-type="text"><div>Since a soft bounce is a temporary issue, emails that are marked as soft bounced in email campaign statistics will not be marked as bounced.</div></div><div data-component-type="heading"><h2 id="hard-bounce" level="4">Hard bounce</h2></div><div data-component-type="text"><div><strong>A hard bounce</strong> is caused by a permanent issue that prevents the delivery of an email to its recipient. Some common reasons include:</div></div><div data-component-type="text"><ul>
  <li>The recipient email address is invalid, meaning it might contain spelling mistakes, no longer be in use or it might not exist.</li>  <li>The recipient email server has blocked delivery.</li></ul></div><div data-component-type="heading"><h2 id="other-types-of-bounces" level="4">Other types of bounces</h2></div><div data-component-type="text"><div><strong>Bounced by a local blacklist</strong> means that you received spam complaints in the past or if you continue sending emails to email addresses that have bounced before, your campaign can be rejected and bounced.</div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="how-bounced-emails-can-affect-your-wix-account-1" level="3">How bounced emails can affect your Wix account</h2></div><div data-component-type="text"><div>Just like your business reputation, a good sender reputation is easy to maintain but takes more effort to regain when negatively impacted. A small number of bounced emails is expected and can occur even if you’ve done everything to prevent them. </div></div><div data-component-type="text"><div>If your bounced email rate is higher than normal, Wix can take the necessary safety measures to keep the negative impact to a minimum, and make sure you can improve your reputation sooner. </div></div><div data-component-type="text"><ul>
  <li><strong>Declined emails: </strong>Wix may decline distributing some of your email campaigns until you clean your mailing list and slowly rebuild your reputation as a sender.</li>  <li><strong>Reduced email allowance:</strong> Your email allowance (the number of contacts you can send email campaigns too) might be reduced if you have a large number of bounced emails. </li>  <li><strong>Deactivated account: </strong>If you continue to have a high bounce rate over a long period of time, your Wix account may be deactivated due to a breach of the <a data-composite="true" href="http://www.wix.com/shoutouttos/terms" target="">Wix Email Marketing Terms of Use</a>.</li></ul></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="finding-bounced-email-types" level="3">Finding bounced email types</h2></div><div data-component-type="text"><div>Download the list of bounced emails to understand why certain recipients didn't receive your email campaign. This list specifies if each bounce was a soft or hard bounce. It helps you address each issue effectively.</div></div><div data-component-type="heading"><h2 id="" level="4">To find bounced email types:</h2></div><div data-component-type="text"><ol>
  <li><a data-composite="true" href="https://www.wix.com/my-account/site-selector/?buttonText=Email%20Marketing%20Dashboard&amp;title=Select%20a%20Site&amp;autoSelectOnSingleSite=true&amp;actionUrl=https://www.wix.com/dashboard/%7B%7BmetaSiteId%7D%7D/shoutout/" target="_blank">Go to Email Marketing</a> in your site's dashboard.</li>  <li>Click the <strong>Check Stats</strong> icon <img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/59ef43fb-880d-46b2-bdce-82e4aaffaaec/2019/10/12/74a2379e-0959-46c2-9aaa-fb61517de778/464ee0d2-8f9d-440c-9873-b45231ba2d91.jpg" /> on any published campaign.</li>  <li>Click the <strong>Email recipients</strong> tab. </li>  <li>Select <strong>Bounced </strong>under the <strong>Filter by</strong> drop-down.</li>  <li>Click <strong>Download</strong> at the top right.</li></ol></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2025/01/29/d03413ac-b1da-4226-bafc-78dd71d08ab6/ce3801ee-794f-4ae6-9b8a-5c39f19f3f15.png" alt="Screenshot of email recipients tab filtered by bounced emails." /></div></div><div data-component-type="text"><ol>
  <li>Open the file to see each recipient and the reason for the bounced email.</li></ol></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2025/01/29/ff5adf1b-dda6-45b6-bd71-7bf9492f59ff/d86bc677-ca93-4909-92cd-a53035383e28.png" alt="Screenshot of the file that downloads to show why a recipient's email bounced" /></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="improving-the-bounce-rate" level="3">Improving the bounce rate </h2></div><div data-component-type="text"><div>The number of bounced emails from your campaigns is used to establish your sender reputation and impacts how many recipients you can reach with your campaigns. </div></div><div data-component-type="text"><div>It's always possible to take steps to improve your bounce rate and thus your sender reputation over time. Click below to learn more.</div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Create a good quality mailing list </h4><div class="collapsible-content"><div>A quality mailing list is more important than a large mailing list. It’s best to grow your mailing list organically and over time. </div><div><br /></div><div>Sending to a smaller mailing list that shows high engagement not only improves your statistics and reputation, but you’re more likely to achieve your goals sooner if you continuously deliver emails to recipients who want to hear from you.</div><div><br /></div><div>Even with a quality mailing list, emails can still bounce. There are steps you can take before sending an email campaign to prevent emails from hard bouncing:</div><div><br /></div><ul>
  <li>Only send email campaigns to people who have actively signed up or subscribed to be on your mailing list. </li>  <li><a data-composite="true" href="https://support.wix.com/en/article/wix-forms-adding-a-subscriber-opt-in-checkbox-to-a-site-form" target="">Enable Double Opt-In</a> in your form settings, asking users to verify their email address. </li>  <li>Only import contacts from the mailing lists that you have built up and have permission from people to use. Do not use purchased mailing lists or contacts you found online (e.g. Facebook).</li></ul><div><br /></div><div><strong>Tip: </strong>You can <a data-composite="true" href="https://support.wix.com/en/article/wix-forms-adding-and-setting-up-a-subscribe-form" target="">add a subscribe form</a> to your site to help grow your mailing list.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Check bounced emails regularly </h4><div class="collapsible-content"><div>Getting into the habit of regularly checking your bounced emails can help you improve your bounce rate in no time. </div><div><br /></div><div>After you have sent an email campaign:</div><ul>
  <li>Check for typos in email addresses that have bounced your campaigns.</li>  <li>If you have alternate email addresses for subscribers whose email campaigns bounced, contact them directly and invite them to re-subscribe to your mailing list. Or reach out through another channel.  </li>  <li>If you are unable to correct a contact's email address, <a data-composite="true" href="https://support.wix.com/en/article/wix-contacts-managing-your-contact-list#deleting-a-contact" target="">delete it from your mailing list</a> and don't send to it again.</li>  <li>Never add a bounced contact back to your mailing list without verifying the email address and getting permission from the person.</li></ul></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Review your mailing list regularly </h4><div class="collapsible-content"><div>Maintain your mailing lists by reviewing them every 6 months. It’s recommended to remove anyone you haven’t been in touch with during the past 12 months. </div><div><br /></div><div>In addition, you can use an email validation tool to keep your mailing lists clean.</div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="faqs" level="3">FAQs</h2></div><div data-component-type="text"><div>Click a question below to learn more about email bounce rates. </div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">How can I see my email campaign's bounce rates? </h4><div class="collapsible-content"><div>You can see your campaign bounce rates in<strong> Email Marketing</strong> in your site's dashboard. </div><div><br /></div><ol>
  <li>Go to <a data-composite="true" href="https://www.wix.com/my-account/site-selector/?buttonText=Email%20Marketing%20Dashboard&amp;title=Select%20a%20Site&amp;autoSelectOnSingleSite=true&amp;actionUrl=https://www.wix.com/dashboard/%7B%7BmetaSiteId%7D%7D/shoutout/" target="_blank">Email Marketing</a> in your site's dashboard.</li>  <li>Click the Check stats icon <img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/9996c37e-2953-4158-b336-75532f73aad8/2023/05/18/a9f7da27-63d8-43e8-9da9-6b3d7c9e1d6c/486d01d9-a926-4c49-8911-df2db7e4b652.png" /> on any sent or published campaign. <img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/9996c37e-2953-4158-b336-75532f73aad8/2023/06/26/f32b079d-46d7-4d1c-8f6d-19da671b787a/17a60d15-e5ab-4c36-890a-4533072e776b.png" alt="A screenshot showing the Check stats icon under an email campaign." /></li>  <li>Click <strong>Bounced</strong> under <strong>Delivery Statistics</strong>.</li></ol></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Can I see specific contacts that bounced an email campaign? </h4><div class="collapsible-content"><div>Yes, can find out which contacts are bouncing your campaigns, and download a report which includes specific reasons why emails were bounced.</div><div><br /></div><ol>
  <li>Go to <a data-composite="true" href="https://www.wix.com/my-account/site-selector/?buttonText=Email%20Marketing%20Dashboard&amp;title=Select%20a%20Site&amp;autoSelectOnSingleSite=true&amp;actionUrl=https://www.wix.com/dashboard/%7B%7BmetaSiteId%7D%7D/shoutout/" target="">Email Marketing</a> in your site's dashboard.</li>  <li>Click the Check stats icon <img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/9996c37e-2953-4158-b336-75532f73aad8/2023/05/18/a9f7da27-63d8-43e8-9da9-6b3d7c9e1d6c/486d01d9-a926-4c49-8911-df2db7e4b652.png" /> on any sent or published campaign.</li>  <li>Click <strong>Email recipients.</strong></li>  <li>Click the drop-down next to <strong>Filter by</strong> and select <strong>Bounced</strong>.</li>  <li>Click <strong>Download</strong>.</li></ol></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Does Wix do anything to help maintain my sender reputation against bounces? </h4><div class="collapsible-content"><div>Yes. When you’re using a new mailing list, <a data-composite="true" href="https://support.wix.com/en/article/improving-the-deliverability-of-your-campaign#sending-a-sample-mailing" target="">Wix samples a small portion</a> of it to protect your sender reputation, to make sure you're following <a data-composite="true" href="https://support.wix.com/en/article/wix-email-marketing-best-practices" target="">Wix Email Marketing best practices.</a> </div><div><br /></div><div>If an email bounces, Wix automatically labels the recipient's email address as &quot;Bounced&quot; in your contacts. When you send an email campaign, Wix removes email addresses with a &quot;Bounced&quot; label from your list of recipients.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Why are some email marketing campaigns bouncing from German mail services?</h4><div class="collapsible-content"><div>This issue occurs because different mail services have their own way of determining which emails go through and which don't. Unfortunately, since each mail service has slightly different compliance demands, we cannot guarantee that your emails will go through.</div><div><br /></div><div>Emails sent from a sender with a good reputation have a greater chance of being sent successfully. The best way to reduce the chances of your emails bouncing is by following <a data-composite="true" href="https://support.wix.com/en/article/wix-email-marketing-best-practices" target="">Wix Email Marketing Best Practices</a>, and most importantly, by enabling the <a data-composite="true" href="https://support.wix.com/en/article/wix-forms-enabling-double-opt-in-for-subscribers" target="">double opt-in</a>. </div></div></div></div>

If you're sending email marketing campaigns to a list of subscribers, you need to be aware of your email sender reputation. Your email credibility affects many factors, including the likelihood that y...

Email Marketing: Improving Your Email Sender Reputation

Discover how to enhance your email sender reputation to improve the deliverability of your marketing campaigns. This article explains the importance of maintaining a good sender reputation, the factors that influence your score, and the common pitfalls that can lead to a low rating. Learn best practices for sending high-quality content, maintaining your subscriber list, and ensuring your campaigns appear legitimate, so you can build trust and engage your audience effectively.

<div data-component-type="text"><div>If you're sending email marketing campaigns to a list of subscribers, you need to be aware of your email sender reputation. Your email credibility affects many factors, including the likelihood that your campaigns will get delivered. Understanding and building your sender reputation is a crucial aspect of email marketing best practices and compliance.</div></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/9996c37e-2953-4158-b336-75532f73aad8/2023/11/03/913cf8d7-aea2-48b7-b493-7680841e043f/a6650235-be45-4953-8e25-0fe23bff1a17.png" alt="Screenshot showing some errors that might occur." /></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="what-is-email-sender-reputation" level="3">What is email sender reputation?</h2></div><div data-component-type="text"><div>Email sender reputation is <strong>a score assigned to an organization by an Internet Service Provider (ISP) that establishes your email marketing trustworthiness.</strong> It is closely linked with your <a href="https://support.wix.com/en/article/improving-the-deliverability-of-your-campaign" target="_blank">email deliverability</a>: the higher your sender reputation score, the more chances your emails have of getting to a contact's inbox. If you have a low score, your emails are more likely to get caught in spam traps, bounce, or other not-so-nice things for your campaign.</div><div><br /></div><div>It's important to know that your sender reputation is something you can build over time. Following deliverability best practices as well as paying attention to what affects sender reputation and improving your campaign strategy can increase both your reputation and your score.</div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="how-sender-reputation-is-determined" level="3">How sender reputation is determined</h2></div><div data-component-type="text"><div>There are several factors that affect your business's email sender reputation score. Some of these factors include:</div></div><div data-component-type="text"><ul>
  <li>The amount of emails you send</li>  <li>Contacts who mark your emails as spam upon receiving them</li>  <li>The number of recipients who have unsubscribed from your mailing list</li>  <li>How often your emails hit <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-campaigns-marked-as-spam#what-are-spam-traps" target="">spam traps</a> or bounce back to sender</li>  <li>Overall reader engagement, including email opens and any clicks to links within the email</li>  <li>If your business is included on any mail blacklists</li></ul></div><div data-component-type="informative"><div class="info-container" info-color="blue"><div class="info-title">Note:</div><div class="info-content"><div>The ISP determines which of the above factors it takes into account as well as how harshly each one affects your score. Different ISPs may give your business different sender reputation scores.</div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="why-your-sender-reputation-might-be-low" level="3">Why your sender reputation might be low</h2></div><div data-component-type="text"><div>Let's take a closer look at the specific reasons you might have a low sender reputation.</div></div><div data-component-type="text"><ul>
  <li><strong>Your list quality is poor: </strong>If you don't maintain your email list regularly, meaning you have subscriber addresses that are unknown, outdated, or no longer exist, your emails will bounce. This signals to ISPs that your email list isn't healthy.</li>  <li><strong>High rate of complaints and unsubscribes: </strong>The more complaints you receive the lower your sender reputation. The best way to avoid this is to ensure you're only sending emails to people who want to receive them at an appropriate time and frequency.<strong> </strong></li>  <li><strong>Your emails are flagged as spam: </strong>If your email marketing campaign doesn't look legitimate, including your subject line, sender address, and content, subscribers may flag it as spam or it could fall in a spam trap.</li>  <li><strong>You are on a blacklist: </strong>A blacklist is a list of domains and computer IP addresses that have been reported as known sources of spam. The more your campaigns are flagged as spam, the more likely you may appear on a blacklist.</li>  <li><strong>No one engages with your emails:</strong> Low open rates, click rates, and replies can signal to ISPs that the value or credibility of your campaign is low.</li></ul></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="how-to-improve-your-sender-reputation" level="3">How to improve your sender reputation</h2></div><div data-component-type="text"><div>Remember that it's entirely possible to increase your sender reputation score over time. You're building trust online: the more you follow best practices and show that you're a credible source of email, the more ISPs, Mailbox providers, and your subscribers will be willing to trust your future correspondence. Here are some best practices to keep in mind:</div></div><div data-component-type="heading"><h2 id="send-high-quality-content" level="4">Send high quality content</h2></div><div data-component-type="text"><div>The seemingly most straightforward best practice is sometimes the hardest to follow: you should only be sending the most informative and relevant content to people who want to see it. The best way to increase subscriber engagement is to ensure your campaigns are tailored to their interests. This includes images, links, and more that speak to what they want to know more about.</div></div><div data-component-type="heading"><h2 id="keep-a-consistent-email-schedule" level="4">Keep a consistent email schedule</h2></div><div data-component-type="text"><div>Decide on an email frequency as part of your email marketing strategy and stick to it. There is no ideal email frequency to target. You know your business and subscribers best and should start with a 'less is more' approach. Then figure out an optimum email cadence (the timing and type of emails you send) that gets you consistent results. It's okay to experiment with different types and timing but once you've found what works stick to a consistent schedule so as not to frustrate subscribers.</div></div><div data-component-type="text"><div>For example, you might send out promotional emails on a Friday and weekly newsletter on a Tuesday.</div></div><div data-component-type="heading"><h2 id="clean-and-maintain-your-subscriber-list" level="4">Clean and maintain your subscriber list</h2></div><div data-component-type="text"><div>As mentioned above, if your subscriber list is full of unknown or outdated email addresses, every time you send out a campaign, you'll get hard or soft bounces, potentially fall into spam traps, and more that will ultimately lower your email sender reputation. You should regularly maintain your list and check for any addresses that you can remove.</div></div><div data-component-type="heading"><h2 id="make-sure-your-campaign-looks-legitimate" level="4">Make sure your campaign looks legitimate</h2></div><div data-component-type="text"><div>Follow best practices when it comes to what the structure of an email should be like, and what information should be there. Your subject line should be straightforward and not spammy, your company name and address should be clearly visible and all your content and images should be relevant.</div></div>

Before you begin:This article refers to domains purchased outside of Wix (e.g. GoDaddy.com). If you purchased a Wix domain, the authentication process starts automatically. However, if the process did...

Email Marketing: Authenticating Your Custom Email Domain

Learn how to authenticate your custom domain for email marketing to improve deliverability and reduce the chances of your emails being marked as spam. This article guides you through the steps to obtain DNS records from Wix, update your external domain provider settings, and ensure your domain is recognized as legitimate. By following these steps, you can enhance your email communication and maintain a professional appearance.

<div data-component-type="informative"><div class="info-container" info-color="green"><div class="info-title">Before you begin:</div><div class="info-content"><div>This article refers to domains purchased outside of Wix (e.g. GoDaddy.com). If you purchased a Wix domain, the authentication process starts automatically. However, if the process did not happen automatically, follow the <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-troubleshooting-the-authentication-process-of-your-domain" target="">troubleshooting steps</a>. </div></div></div></div><div data-component-type="text"><div>It's recommended to first authenticate a custom domain if you have an email address associated with it (e.g. contact@customdomain.com). Emails sent from authenticated domains are less likely to be marked as spam because email providers such as Google and Outlook view them as legitimate.</div></div><div data-component-type="text"><div>If your domain isn't authenticated, Wix automatically adds an authenticated Wix domain (e.g. ascendbywix.com) like in the image below. This helps with email deliverability. To remove the Wix signature, manually authenticate your domain by following the below steps.</div></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/71d20af0-560e-44a5-bb38-bf3f513b58fa/2022/10/06/0fbec35d-3138-45aa-865e-590fea9f70e8/594efca3-ee11-4118-b1e9-3f744747b365.png" alt="Screenshot of an example email campaign with sender details that have a Wix authenticated domain" /></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="step-1-get-the-dns-records-provided-by-wix" level="3">Step 1 | Get the DNS records provided by Wix</h2></div><div data-component-type="text"><div>The first step to manually authenticate your custom domain is locating the DNS records provided by Wix. You can find these either from your Email Marketing dashboard or when creating an automation using 'send an email' as a follow up action. Before viewing the records you must first confirm your email address with a confirmation code.</div></div><div data-component-type="heading"><h2 id="" level="4">To get your DNS records:</h2></div><div data-component-type="text"><ol>
  <li><a data-composite="true" href="https://www.wix.com/my-account/site-selector/?buttonText=Email%20Marketing%20Dashboard&amp;title=Select%20a%20Site&amp;autoSelectOnSingleSite=true&amp;actionUrl=https://www.wix.com/dashboard/%7B%7BmetaSiteId%7D%7D/shoutout/" target="_blank">Go to Email Marketing</a> in your site's dashboard.</li>  <li>Under <strong>Sender Details</strong> on the right, click <strong>Manage Senders</strong>.<br />
<strong>Note: </strong>If you've previously entered an email address, click the <strong>Edit </strong>icon <img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/8696077d-830a-4b1e-bd86-9df98f89994a/2025/07/24/daeae63a-3af8-4265-b06d-59222a5f17eb/1e0305a9-ebfb-4374-b3a2-e830cdb267a0.png" /> instead.</li>  <li>Enter a <strong>Sender's name</strong> in the field. Recipients see this name as the email sender.</li>  <li>Enter a <strong>Reply-to email</strong>. Use the email address that is connected to your custom domain.</li>  <li>Click <strong>Save</strong>.</li></ol></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/71d20af0-560e-44a5-bb38-bf3f513b58fa/2022/10/03/6a442fe8-aca8-4e98-a03d-cde2894ce470/36c28ed7-1cb2-4545-aa18-c7e8eb60f40b.png" alt="Screenshot of editing the sender details with an example From name and example Reply-to email" /></div></div><div data-component-type="text"><ol>
  <li>Confirm your email address by entering a confirmation code. The code is sent to the address you just added. Paste the code into the field and click <strong>Confirm</strong>.</li>  <li>Once your email is confirmed you will see 'Not authenticated' under <strong>Domain status</strong>. Click <strong>Authenticate this domain</strong>. </li></ol></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/71d20af0-560e-44a5-bb38-bf3f513b58fa/2022/10/03/d4b4cb22-c53d-4dc3-b2f6-17024ca9133c/894d202c-18ee-4e25-9718-f5c564e5610d.png" alt="Screenshot of Sender Details in the Email Marketing dashboard with a non authenticated domain status." /></div></div><div data-component-type="text"><div>A list of CNAME records opens. This is the information you need to copy and paste into your external domain provider settings. Keep this information available as you move to the next step.</div></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/71d20af0-560e-44a5-bb38-bf3f513b58fa/2022/10/06/a326c6c7-9b2f-49fe-938f-0b6bfc527ef0/8654dbe3-a270-445b-ad6e-68d5a0044724.png" alt="Screenshot of CNAME records provided by Wix for a custom domain" /></div></div><div data-component-type="informative"><div class="info-container" info-color="green"><div class="info-title">Tip:</div><div class="info-content"><div>You can also view DNS records by clicking <strong>Edit</strong> under <strong>Sender details</strong> when setting up an email automation. <a data-composite="true" href="https://www.wix.com/my-account/site-selector/?buttonText=Open%20Wix%20Automations&amp;title=Select%20a%20Site&amp;autoSelectOnSingleSite=true&amp;actionUrl=https://www.wix.com/dashboard/%7B%7BmetaSiteId%7D%7D/triggers/" target="_blank">Go to Automations</a> in your site's dashboard to get started.<br />
<img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2025/07/22/a3368119-a41a-4566-b3b2-b4ed59edd485/5e66b605-4ab4-41ac-8589-08404eac6b69.png" alt="A screenshot of editing the sender details from the Automations dashboard." /></div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="step-2-sign-in-to-your-external-domain-provider-and-go-to-your-dns-settings" level="3">Step 2 | Sign in to your external domain provider and go to your DNS settings</h2></div><div data-component-type="text"><div>Once you have the DNS records provided by Wix, go to your external domain provider (e.g. GoDaddy.com) and sign in to your account.</div></div><div data-component-type="text"><div>Locate the DNS settings of your account. Once you find the DNS records, you are ready to copy and paste the Wix provided records from Step 1 into the relevant fields. </div></div><div data-component-type="informative"><div class="info-container" info-color="blue"><div class="info-title">Note:</div><div class="info-content"><div>Depending on the domain provider, domain authentication process might be slightly different from what is described in this article. There might also be some other specific steps you need to take in your domain provider account that are not described in this article. In case your domain is still not authenticated, please contact your domain provider.</div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="step-3-copy-and-paste-the-wix-records-into-your-domain-provider-settings" level="3">Step 3 | Copy and paste the Wix records into your domain provider settings</h2></div><div data-component-type="text"><div>Now that you have both your Wix records and the DNS settings of your domain provider open, copy the CNAME record from Wix and paste it into the corresponding fields of your domain provider settings.</div></div><div data-component-type="text"><div>Once you've copied all the records exactly as they appear, click the confirm message in your domain provider DNS settings.</div></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/71d20af0-560e-44a5-bb38-bf3f513b58fa/2022/09/20/c41be75f-e826-4e6c-a5dc-1b508bed45b7/b4008f45-fdef-40a2-a596-a3340a36ebf1.png" alt="A screenshot of CNAME records provided by Wix for a custom domain with the 'Copy' field highlighted." /></div></div><div data-component-type="informative"><div class="info-container" info-color="blue"><div class="info-title">Note:</div><div class="info-content"><div>Depending on your provider, the <a data-composite="true" href="https://support.wix.com/en/article/domain-is-still-not-authenticated" target="">domain authentication process might be slightly different</a> from what is described in this article. You may only need to copy the first part of the CNAME record in the HOST column (i.e. without your domain name) to authenticate your domain. If you are unsure of which to copy, contact your provider. </div><div><br /></div><div>For example:</div><ul>
  <li>If the CNAME in your HOST column is <strong>s1._domainkey.j-scale.com</strong> you need to only copy <strong>s1._domainkey</strong></li>  <li>If the CNAME in your HOST column is <strong>sg.j-scale.com</strong> you need to only copy <strong>sg</strong></li></ul></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="step-4-wait-for-the-records-to-propagate" level="3">Step 4 | Wait for the records to propagate </h2></div><div data-component-type="text"><div>Once you've copied the DNS records over to your domain provider it can take a few hours for the records to propagate and the authentication to be completed. If you don't see it, allow up to 24 hours for the authentication to be completed.</div></div><div data-component-type="text"><div>You can always check the status of the domain in your <a data-composite="true" href="https://www.wix.com/my-account/site-selector/?buttonText=Email%20Marketing%20Dashboard&amp;title=Select%20a%20Site&amp;autoSelectOnSingleSite=true&amp;actionUrl=https://www.wix.com/dashboard/%7B%7BmetaSiteId%7D%7D/shoutout/" target="_blank">Email Marketing dashboard</a> under <strong>Sender Details</strong>. Refresh the page to see <strong>Domain status</strong>.</div></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/71d20af0-560e-44a5-bb38-bf3f513b58fa/2022/09/26/f238542e-5a10-4d8e-b842-19afd982cc17/6a869dbc-d8d1-4bbf-8d0c-4ce82f3a3216.png" alt="A screenshot of sender details panel" /></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="faqs" level="3">FAQs</h2></div><div data-component-type="text"><div>Click a question below to learn more.</div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Why do I need to authenticate my custom domain?</h4><div class="collapsible-content"><div>If you are sending emails from a domain that isn't authenticated, email providers may consider these emails as suspicious. This can cause them to be more likely marked as spam and land in spam folders.</div><div><br /></div><div>Receiving mail servers look to verify incoming emails by looking at the sending reputation associated with the sending domain and sending IP address. You <a data-composite="true" href="https://support.wix.com/en/article/improving-the-deliverability-of-your-campaign" target="_blank">increase your deliverability chances</a> and <a data-composite="true" href="https://support.wix.com/en/article/improving-your-email-sender-reputation" target="_blank">improve sender reputation</a> by authenticating your domain.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">What is a CNAME record?</h4><div class="collapsible-content"><div>A CNAME is a type of DNS record that allows Wix to authenticate an email domain. When you add records provided by Wix into your domain host settings, it helps with domain authentication. Once the records are propagated, email providers recognize your emails sent using Wix as genuine and trustworthy.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">Will authenticating my custom domain using the steps above mean that my DMARC record will also be set up? </h4><div class="collapsible-content"><div>Yes, with the CNAME 5 record, your DMARC record for your custom domain will automatically be set up. </div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">What is a DMARC record?</h4><div class="collapsible-content"><div>DMARC is an open email authentication protocol that helps protect email senders and recipients from advanced threats that can be the source of an email data breach. CNAME 5 is the name of the new authentication record that will set up your DMARC record automatically.</div></div></div></div><div data-component-type="collapsible"><div><h4 class="collapsible-title">What happens if I don't authenticate my domain? </h4><div class="collapsible-content"><div>If your domain isn't authenticated, Wix automatically adds an authenticated Wix domain (e.g. wixemails.com). This helps with email deliverability. To remove the Wix signature, manually authenticate your domain by following the steps above. </div></div></div></div>

If you send an email campaign and notice some contacts haven't received it, make sure that your recipient list is updated and maintained. If there are issues with spam complaints or emails bouncing ba...

Email Marketing: About Email Throttling

Discover how to prevent email throttling in your campaigns by maintaining an updated recipient list. Learn about the factors that trigger throttling, such as spam complaints and bounced emails, which can delay or halt your campaign distribution. By following best practices, like obtaining consent and regularly cleaning your email list, you can ensure your messages reach your audience effectively.

<div data-component-type="text"><div>If you send an email campaign and notice some contacts haven't received it, make sure that your recipient list is updated and maintained. If there are issues with spam complaints or emails bouncing back, it could result in a slowed campaign distribution known as 'email throttling'.</div></div><div data-component-type="informative"><div class="info-container" info-color="green"><div class="info-title">Tip:</div><div class="info-content"><div>Check out the <a data-composite="true" href="https://support.wix.com/en/article/wix-email-marketing-best-practices" target="">Wix Email Marketing best practices</a> article for more helpful tips on sending your campaigns. </div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="about-email-throttling" level="3">About email throttling</h2></div><div data-component-type="text"><div>Email throttling is part of an email marketing abuse detection system used to identify spam or harmful campaigns. When you send a campaign, the system reviews it for potential issues or harmful content.</div></div><div data-component-type="text"><div>These issues include:</div></div><div data-component-type="text"><ul>
  <li>A large chunk of emails bouncing back to the sender</li>  <li>Multiple complaints or reports of spam </li>  <li>Emails falling into spam-traps and hitting spam folders</li>  <li>Little to no engagement from your email list </li></ul></div><div data-component-type="text"><div>If the abuse detection system finds an issue with your campaign, it slows the rate at which the campaign is distributed and delivered to your recipients. <strong>The deliberate slowdown of email distribution in order to prevent potential spam is known as 'email throttling'. </strong></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="how-email-throttling-affects-your-campaign" level="3">How email throttling affects your campaign</h2></div><div data-component-type="text"><div>Email throttling protects your contacts from spam by checking the responses from the first batch of campaign recipients before potentially decreasing the emails sent in the second batch. In some cases, email throttling can also cut off distribution altogether. </div></div><div data-component-type="text"><div>This means if your contact list is full of the issues mentioned above, some recipients may not receive your campaign for 24 or even 48 hours. If the system notices issues still occurring, even after the email throttling, it can end the campaign altogether. Any emails remaining in the queue will not be sent. </div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="preventing-email-throttling" level="3">Preventing email throttling</h2></div><div data-component-type="text"><div>As long as your contact list is maintained and updated regularly, you should be fine. Make sure you are following email marketing best practices like:</div></div><div data-component-type="text"><ul>
  <li>Getting explicit consent from every recipient to send them emails</li>  <li>Not including any suspicious or prohibited content</li>  <li>Cleaning your list every six months to make sure all its email addresses are still valid</li></ul></div>

You've most likely sent an email to a role address (or role-based-address) without realizing it. Info@, contact@, support@ are all examples of role addresses that are common in businesses to help them...

Email Marketing: About Role Addresses

Discover the impact of using role addresses like info@ or support@ on your email deliverability. This article explains what role addresses are, their common types, and why they can negatively affect your email marketing efforts. Learn how sending campaigns to these addresses can lead to high bounce rates, potential blacklisting, and compliance issues, helping you optimize your email strategy for better results.

<div data-component-type="text"><div>You've most likely sent an email to a role address (or role-based-address) without realizing it. Info@, contact@, support@ are all examples of role addresses that are common in businesses to help them stay organized. However, using a role address can have a negative impact on your email deliverability.</div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="what-are-role-addresses" level="3">What are role addresses?</h2></div><div data-component-type="text"><div>Role addresses are organizational email addresses that represent a function or responsibility rather than an individual. They are most likely managed by more than one person and represent multiple recipients who handle the incoming emails. The most common examples of role addresses include info@, support@, and billing@.</div></div><div data-component-type="text"><div>While personal emails are meant for 1-1 communication, role addresses are used for a specific service. For larger companies, role addresses are essential and used to compile complaints, feedback, and other similar types of email correspondence into different inboxes.</div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="common-types-of-role-addresses" level="3">Common types of role addresses</h2></div><div data-component-type="text"><div>Role addresses can be used for just about anything in a company and are usually managed by many different people. Some common types of role addresses include:</div></div><div data-component-type="text"><ul>
  <li><strong>Service addresses: </strong>billing@, contact@, info@, support@, techhelp@</li>  <li><strong>Position addresses:</strong> admin@, ceo@, customercare@, director@, editors@</li>  <li><strong>Internal organization addresses:</strong> testing@, errors@, all@, staff@</li></ul></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="how-role-addresses-affect-email-deliverability" level="3">How role addresses affect email deliverability</h2></div><div data-component-type="text"><div>Like so much else with your email marketing strategy, it all comes down to <a data-composite="true" href="https://support.wix.com/en/article/improving-the-deliverability-of-your-campaign" target="_blank">email deliverability.</a> While role addresses are a helpful tool for larger companies, <strong>they should not be used for personal use and we recommend that you do not send campaigns to them. </strong></div></div><div data-component-type="text"><div>Because role addresses are often associated with many recipients (such as a business's 'support@' redirecting to 20 customer service representatives), they can generate <a data-composite="true" href="https://support.wix.com/en/article/email-marketing-campaigns-marked-as-spam" target="">spam complaints</a> or fall into spam traps.</div></div><div data-component-type="text"><div>Some other issues with role addresses and email deliverability include:</div></div><div data-component-type="text"><ul>
  <li><strong>High bounce rates:</strong> Since role addresses represent a distribution list (being sent to more than one person) there's a high chance that one of those addresses on the list is no longer valid or doesn't exist, causing it to bounce.</li>  <li><strong>Possible blacklist: </strong>There are many sign ups that don't allow role addresses, because if someone on that distribution list reports your email as spam, it could get you on a blacklist.</li>  <li><strong>Compliance issues: </strong>It's highly unlikely that every recipient in a role based email addresses gave their consent to receive your email. Also, email marketing best practices recommend the 'double opt-in' strategy which means someone has to confirm their email to be added to a subscription list. Double opt-in won't work with role addresses.</li></ul></div>

Sending email campaigns from an authenticated domain enhances your credibility with providers like Google and Outlook, reducing the risk of being marked as spam. This improves deliverability and foste...

Email Marketing: Troubleshooting the Authentication Process of Your Domain

Enhance your email campaign credibility by authenticating your domain, which reduces the risk of being marked as spam and improves deliverability. This article guides you through the authentication process, whether your domain is purchased through Wix or connected to external name servers. Learn how to copy your DNS records and add them to your Wix account to ensure your emails reach your audience effectively.

<div data-component-type="text"><div>Sending email campaigns from an authenticated domain enhances your credibility with providers like Google and Outlook, reducing the risk of being marked as spam. This improves deliverability and fosters trust with your audience.</div></div><div data-component-type="text"><div>The authentication process should happen automatically if you've purchased a domain through Wix or <a data-composite="true" href="https://support.wix.com/en/article/connecting-a-domain-to-the-wix-name-servers" target="">connected a domain to our name servers</a>. If it didn't, follow the steps in this article to manually authenticate your domain. </div></div><div data-component-type="text"><div>Another scenario where you need to manually authenticate your domain is if you've used it in your sender details before connecting it to Wix.</div></div><div data-component-type="informative"><div class="info-container" info-color="blue"><div class="info-title">Connected your domain via pointing? </div><div class="info-content"><div>Your domain's DNS records stay with your domain's host. Contact the domain host if you're experiencing any authentication issues. </div></div></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="step-1-open-and-copy-your-dns-records" level="3">Step 1 | Open and copy your DNS records</h2></div><div data-component-type="text"><div>First, copy your DNS records from your site's email marketing dashboard. You'll need to paste them later. </div></div><div data-component-type="heading"><h2 id="" level="4">To copy your DNS records:</h2></div><div data-component-type="text"><ol>
  <li><a data-composite="true" href="https://www.wix.com/my-account/site-selector/?buttonText=Email%20Marketing%20Dashboard&amp;title=Select%20a%20Site&amp;autoSelectOnSingleSite=true&amp;actionUrl=https://www.wix.com/dashboard/%7B%7BmetaSiteId%7D%7D/shoutout/" target="_blank">Go to Email Marketing</a> in your site's dashboard.</li>  <li>Click <strong>Manage Senders</strong> under <strong>Sender details</strong> on the right. </li>  <li>Click <strong>View DNS records</strong>.</li></ol></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2024/12/02/8a4d420f-ceec-47da-9767-91bf79c49ceb/3b903d5d-855f-4761-92c2-0b990dc877f7.png" alt="A screenshot of manage senders with the option to view DNS records." /></div></div><div data-component-type="text"><ol>
  <li>Click <strong>Copy</strong> next to the first CNAME under the HOST column. </li></ol></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2024/12/02/d337a53e-231c-4c16-adaa-fa37135c3a8e/9e5bada6-870e-402d-a953-b53c991c43e2.png" alt="A screenshot of DNS records." /></div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="step-2-add-the-copied-cnames-to-your-dns-records" level="3">Step 2 | Add the copied CNAME(s) to your DNS records</h2></div><div data-component-type="text"><div>After copying the CNAME records from your email marketing dashboard, head over to the Domains page in your Wix account. There, you can authenticate your domain for email marketing by pasting those CNAME records. </div></div><div data-component-type="heading"><h2 id="" level="4">To add the records:</h2></div><div data-component-type="text"><ol>
  <li><a data-composite="true" href="https://manage.wix.com/wix/api/mpContainerStaticController#/domains" target="_blank">Go to Domains</a> in your Wix account.</li>  <li>Click the<strong> Domain Actions</strong> icon <img data-composite="true" src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/d6b40156-9694-4cfe-9209-54815ef9d6dc/2019/06/28/96c47964-91f2-4fc2-a3b9-869eb342b57a/ac38f09f-0dca-459b-9133-d47d229f7f02.png" /> next to the relevant domain.</li>  <li>Click <strong>Manage DNS records</strong>. </li></ol></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2024/12/02/5cc7af86-1f89-41a5-94e1-881e536e1246/f73ce396-f9b9-4a65-84c8-e5c0e29a71dc.png" alt="A screenshot of settings panel to manage DNS records" /></div></div><div data-component-type="text"><ol>
  <li>Scroll to the record type you'd like to add (e.g. CNAME, TXT) and click <strong>+ Add Record</strong>.</li>  <li>Enter the DNS record in the relevant fields.  <br />
<strong>Tip:</strong> If you're instructed to create a DNS record with the <strong>@</strong> sign in the <strong>Host Name</strong> field, leave the <strong>Host Name</strong> field blank instead.</li></ol></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2024/12/02/7b17abba-ecdd-44c0-b18d-7f3aa7d5905e/f31f1d59-34ae-4c66-8d9a-151bf227c6fa.png" alt="A screenshot of where to enter the DNS record." /></div></div><div data-component-type="text"><ol>
  <li>Click <strong>Save</strong>.</li>  <li>Click <strong>Save Changes</strong> in the pop-up message.</li></ol></div><div data-component-type="informative"><div class="info-container" info-color="orange"><div class="info-title">Important:</div><div class="info-content"><div>You can only edit one DNS record at a time. Save your changes before adding another record. Repeat this process until you have copied all provided DNS records.</div></div></div></div>

Currently, Wix Email Marketing does not offer a specific analytical tool to help understand the best times to send email campaigns.Tip: Learn more about the existing Wix Analytics Email Marketing repo...

Email Marketing Request: Analytics for Best Email Send Times

Discover how to utilize Wix Email Marketing effectively, even without a specific analytical tool for determining optimal send times. While the current features may be limited, you can explore existing Wix Analytics Email Marketing reports to gain insights into your campaigns. Your feedback is valuable as we continue to enhance our offerings.

<div data-component-type="text"><div>Currently, Wix Email Marketing does not offer a specific analytical tool to help understand the best times to send email campaigns.</div></div><div data-component-type="informative"><div class="info-container" info-color="green"><div class="info-title">Tip: </div><div class="info-content"><div>Learn more about the <a data-composite="true" href="https://support.wix.com/en/article/understanding-wix-analytics-email-marketing-reports" target="">existing Wix Analytics Email Marketing reports</a>. </div></div></div></div><div data-component-type="text"><div>We are always working to update and improve our products, and your feedback is hugely appreciated.</div></div>

Wix offers a 14-day, money-back guarantee for new email marketing plans. If you purchased your plan within the last 14 days, you're eligible for a full refund. Eligibility for a refundThe 14-day refun...

Email Marketing: Refund Policy for Email Marketing Plans

Discover how to take advantage of Wix's 14-day money-back guarantee for new email marketing plans. If you cancel your plan within the first 14 days, you can receive a full refund to your original payment method. Learn about eligibility requirements, the refund request process, and important details regarding bank charges. This article guides you through ensuring you get your refund smoothly.

<div data-component-type="text"><div>Wix offers a 14-day, money-back guarantee for new email marketing plans. If you purchased your plan within the last 14 days, you're eligible for a full refund. </div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="eligibility-for-a-refund" level="3">Eligibility for a refund</h2></div><div data-component-type="text"><div>The 14-day refund policy only applies to <strong>new</strong> email marketing plans. The refund policy does not apply if:</div></div><div data-component-type="text"><ul>
  <li>You are requesting a refund for a plan renewal.</li>  <li>You are requesting a refund for the upgrade of an existing plan.</li></ul></div><div data-component-type="text"><div>If you do not meet the requirements for the 14-day refund policy, but you believe you still deserve a refund, <a data-composite="true" href="https://www.wix.com/contact" target="_blank">contact us</a> and we'll review your request. </div></div><div data-component-type="line"><hr line-style="thin" /></div><div data-component-type="heading"><h2 id="request-process-for-a-refund" level="3">Request process for a refund</h2></div><div data-component-type="text"><div>Cancel your email marketing plan within the first 14 days of purchasing it to receive a full refund. If you're eligible, the funds are refunded to the same payment method you used to purchase the plan. Please allow 45 business days for the refund to process. For additional information, contact your bank.</div></div><div data-component-type="html"><div class="call-to-action-wrapper" style="display: flex; flex-direction: row; justify-content: space-between; align-items: center; flex-wrap: wrap; padding: 18px 24px; border: 1px solid #d6e6fe; gap: 15px; border-radius: 6px; box-sizing: border-box; width: 100%; max-width: 100%; overflow: hidden;">
    <div class="call-to-action-wrapper-text" style="font-size: 14px; font-weight: 700; line-height: 18px;">
         Want to cancel your plan?
    </div>
    <div class="call-to-action-buttons-wrapper" style="display: flex; flex-direction: row; gap: 6px;">
        <a target="_blank" href="https://manage.wix.com/account/subscriptions" class="call-to-action-button call-to-action-primary-button article-log-in-button" style="padding: 6px 18px; border-radius: 100px; font-size: 14px; font-weight: 500; line-height: 18px; text-decoration: none; background-color: #116dff; color: #ffffff;">
        Choose plan to cancel
      </a>
  </div>
</div></div><div data-component-type="image"><div class="img-container" style="text-align:center"><img src="https://d2x3xhvgiqkx42.cloudfront.net/12345678-1234-1234-1234-1234567890ab/1d4b9a27-f0a5-449a-99cc-188228a9c725/2025/05/25/8c9d2c8b-a580-4282-bf33-4f7f97d4f188/aad6ffa7-b150-4d0b-aa7f-888afd52c014.png" alt="Screenshot of the premium subscription page and option to cancel a plan" /></div></div><div data-component-type="informative"><div class="info-container" info-color="orange"><div class="info-title">Important:</div><div class="info-content"><ul>
  <li>Wix is not responsible for any bank charges, commissions or overdrafts. The only way to remove these charges is through direct negotiation with your bank.</li>  <li>Email marketing plans are considered to be a separate product from Premium or Studio site plans. Cancelling a site plan does not automatically cancel additional subscriptions such as your email marketing plan. </li></ul></div></div></div>

How to begin

Choosing a template

Hiring a professional to build your site

Build your website and business with Wix. Try using our AI tools to create your website, customize templates, or hire professionals to build or enhance your online presence.

Getting started with Wix

Learn how to build your website and business using Wix.

Wix Editor basics

Using the Editor tools

Your site's layout

Strips and columns

Your site's structure

Designing your site

Pages

Menus

Managing pages and menus

Text

Buttons

Containers and boxes

Slideshows

Shapes and lines

Adding and customizing elements

Images

Galleries

Videos

Documents and files

Adding files and media

Working with elements

Using effects and animations

Sharing and promoting your site

Adding advanced elements

Getting started

Mobile tools

Pages on mobile

Background on mobile

Mobile site layout

Site menu on mobile

Text on mobile

Media on mobile

Other elements on mobile

Troubleshooting your mobile site

Building a mobile site

Troubleshooting Editor sites

Using the Wix Editor

Using your dashboard

Managing your site

Managing Roles & Permissions

Getting started with AI

Using AI to create & manage your website

Using AI to set up your business

AI Marketing Agent

AI Custom Agent

Front Desk Agent

Using AI agents

AI tools

Getting started with the editor

Using the editor tools

Structuring your site

Adding animations and effects

Branding your site

Troubleshooting your site

Using the Wix Harmony Editor

Media Manager basics

Uploading media

Purchasing media

Managing media

Troubleshooting media

Adding & managing media

Using the Pro Gallery

Editing images (Wix Photo Studio)

Getting started with Wixel

Creating and managing projects

Designing with Wixel

Upgrading and account management

Wixel

Managing your media

Wix Multilingual basics

Translating your website

Managing languages

SEO in Wix Multilingual

Creating a multilingual website

Privacy and GDPR

About accessibility

Making your site accessible

Advanced accessibility features

Building an accessible site

About the CMS (Content Management System)

Managing CMS collections

Connecting CMS collection content to your site

Working with dynamic pages and the CMS

Connecting user input elements to CMS

Using CMS with other Wix products

Advanced CMS features

Wix for Developers

Test Site

SSO Login

Wix Blocks

Advanced features

Getting started with  Wix Vibe

Managing your Wix Vibe site

Customizing your Wix Vibe site

Publishing your Wix Vibe site

Using Wix Vibe

Read how to use the Wix Editor and manage content on your site. Discover how to protect your visitors' privacy and make your site accessible.

Creating a website

Design and manage your site with smart functionalities.


Changing your account settings

Sign in issues

Managing your account

Upgrading to a Premium plan

Billing for Premium Plans

Billing for Domains

Billing for Google Workspace Business Emails

Managing your subscriptions

Charges, payments and tax

Invoices for Wix services

Using vouchers and promotions

Billing & premium subscriptions

Review your account settings, manage your subscriptions and plans and understand your invoices.

Account & billing

Manage subscriptions, plans and invoices.

Managing your site with the Wix app

Mobile apps basics

Customizing your own mobile app

Managing your own mobile app

Submitting your mobile app for approval

Building your own mobile app

Customizing your site on the Wix member apps

Managing your site on the Wix member apps

Using mobile apps as a member

Using the Wix member apps

Mobile apps for your customers

Use our mobile apps to run your business efficiently on the go and set up a dedicated app for your site members to stay in touch. 

Using the Wix mobile apps

Run your business and connect with members.

Domain basics

Wix domains

Domains purchased elsewhere

Transferring domains

Managing domains

Troubleshooting domains

Follow our step-by step guides to learn how to purchase, connect or transfer a domain for your site, and find out how to keep your site’s data secure.

Connecting a domain

Learn to purchase, connect or transfer a domain to your site.

Setting up your store

Managing products and categories

Setting up shipping & fulfillment

Setting up payment and checkout

Designing your store

Managing your orders

Managing store inventory

Managing the Members Area

Managing store emails

Promoting stores sales

Wix Stores

Business solutions & apps

Get tools to grow your business and web presence. Find the right tools for your specific needs, set up online payments and keep track of your site's analytics.

Managing your business

Get tools to grow your business and web presence.

Wix Email Marketing best practices and compliance