How can I improve SPF alignment and email deliverability when using Hubspot?

Summary

Improving SPF alignment and email deliverability with HubSpot is a multifaceted process involving correct DNS configuration, SPF record management, engaging content, and diligent sender reputation monitoring. While complete alignment with HubSpot may not always be possible due to its infrastructure, ensuring your SPF record includes HubSpot's sending infrastructure via the appropriate 'include:' mechanism is vital. Employing a custom sending domain within HubSpot is key, and if using a dedicated subdomain, ensure it's set up for proper bounce handling without including HubSpot's domain directly in your main SPF record. Implement SPF, DKIM, and DMARC for robust email authentication and configure them to reject or quarantine unauthenticated emails. Focus on sending wanted emails, maintaining a clean and engaged email list, warming up IP addresses gradually, and monitoring sender reputation through bounce rates and engagement metrics. Be wary of using tactics that artificially inflate engagement, as they can breach ISP terms of service. When using shared IPs, understand that your reputation is significantly influenced by other users.

Key findings

  • SPF Record Inclusion: Ensure your SPF record includes HubSpot's sending infrastructure using the appropriate 'include:' mechanism.
  • Custom Domain Usage: Utilize a custom sending domain within HubSpot for better control and alignment.
  • Email Authentication Protocols: Implement SPF, DKIM, and DMARC for robust email authentication.
  • Content Engagement: Focus on sending wanted emails that recipients have requested to improve deliverability.
  • Sender Reputation Monitoring: Actively monitor sender reputation, bounce rates, and spam complaints to maintain a healthy email program.
  • List Hygiene: Regularly clean and maintain your email list to remove inactive or unengaged subscribers.

Key considerations

  • HubSpot Limitations: Recognize that complete SPF alignment with HubSpot might be challenging due to their infrastructure; manage expectations accordingly.
  • Subdomain Configuration: If using a dedicated subdomain for SPF, ensure it's properly configured to handle delayed bounces without direct HubSpot inclusion.
  • IP Warmup: Gradually warm up new IP addresses to establish a positive sending reputation.
  • DMARC Policy Implementation: Implement DMARC policies effectively, especially those that quarantine or reject unauthenticated emails.
  • Avoid Artificial Engagement: Refrain from using tools that artificially inflate engagement metrics as they can lead to penalties and reputational damage.
  • Shared IP Impact: Be mindful of the shared IP environment; your sending reputation can be influenced by others on the same IP address.

What email marketers say
10Marketer opinions

Improving SPF alignment and email deliverability with HubSpot involves several key strategies. Primarily, ensure your SPF record includes HubSpot's sending infrastructure and IP addresses to properly authenticate emails. Using a custom sending domain and verifying its configuration within HubSpot is also critical. Content should be relevant and engaging to minimize spam reports, and using SPF, DKIM, and DMARC protocols enhances authentication. Monitoring sender reputation, warming up IP addresses gradually, and maintaining a clean email list are crucial for long-term deliverability.

Key opinions

  • SPF Configuration: Ensure HubSpot's sending infrastructure is included in your SPF record to authenticate emails.
  • Domain Alignment: Use a custom sending domain within HubSpot and verify its proper configuration to align with SPF records.
  • Email Authentication: Implement SPF, DKIM, and DMARC protocols to enhance email authentication and reduce spam flagging.
  • Content Engagement: Focus on relevant and engaging content to reduce spam complaints and increase positive interactions.
  • List Hygiene: Maintain a clean email list by removing inactive subscribers to improve deliverability.
  • IP Warmup: Gradually warm up your IP address by increasing sending volume to build trust with ISPs, especially with dedicated IPs.

Key considerations

  • DMARC Reports: Monitor DMARC reports to identify SPF alignment issues and ensure HubSpot is authorized to send emails on your behalf.
  • Sender Reputation: Regularly monitor your sender reputation and take corrective actions based on feedback from ISPs to maintain high deliverability.
  • Spam Filter Testing: Test email content to ensure it passes spam filter checks and resolve any potential issues before sending.
  • Return-Path Configuration: Verify that HubSpot uses your domain as the 'Mail From' address (Return-Path) and that your SPF record authorizes HubSpot's servers.
  • Dedicated IPs: Consider using a dedicated IP address for sending emails as it can improve sender reputation, but warm it up appropriately.
Marketer view

Email marketer from Mailjet shares that using a dedicated IP address for sending emails can improve your sender reputation and deliverability, as it allows you to control your sending practices and build a positive reputation with ISPs.

April 2021 - Mailjet
Marketer view

Email marketer from Reddit explains that when using HubSpot, ensure your SPF record includes HubSpot's sending IP addresses. Neglecting this can cause SPF alignment failures and impact deliverability. Double-check HubSpot's documentation for the correct SPF syntax.

July 2021 - Reddit
Marketer view

Email marketer from Email Marketing Forum explains that when you see SPF alignment issues with Hubspot in DMARC reports, it is likely that Hubspot is not using your domain as the 'Mail From' address (Return-Path) for the email. This can happen if you haven't fully configured your sending domain in Hubspot or if Hubspot uses its own domain for bounce handling. To resolve this, ensure that you are using a custom sending domain in Hubspot and that your SPF record authorizes Hubspot's servers to send emails on behalf of your domain.

December 2023 - Email Marketing Forum
Marketer view

Email marketer from Sender Score shares that monitoring your sender reputation and taking corrective actions based on feedback from ISPs can improve your email deliverability. Address any issues identified in your reports promptly.

March 2022 - Sender Score
Marketer view

Email marketer from Neil Patel's Blog shares that focusing on sending relevant and engaging content to your audience can significantly improve email deliverability, as it encourages positive interactions and reduces the likelihood of being marked as spam.

October 2022 - Neil Patel's Blog
Marketer view

Email marketer from GMass shares that warming up your IP address by gradually increasing sending volume can improve your sender reputation and email deliverability, especially when using a dedicated IP. This helps build trust with ISPs.

March 2021 - GMass
Marketer view

Email marketer from Email on Acid shares that implementing SPF, DKIM, and DMARC is essential for email authentication and improving deliverability. These protocols help verify that your emails are legitimate and reduce the chances of being flagged as spam.

September 2022 - Email on Acid
Marketer view

Email marketer from Litmus explains that ensuring your email content passes spam filter checks is important. Test your emails using tools like Litmus before sending to identify and resolve any potential issues that could trigger spam filters.

June 2024 - Litmus
Marketer view

Email marketer from Email Geeks shares that SPF alignment means the SPF domain aligns with your header-from domain, which it doesn’t in Hubspot. That’s why the DMARC report says SPF is not aligned, even though your SPF auth passes.

May 2021 - Email Geeks
Marketer view

Email marketer from SparkPost shares that maintaining a clean and engaged email list is crucial for email deliverability. Regularly remove inactive subscribers and focus on sending emails to those who actively engage with your content.

November 2023 - SparkPost

What the experts say
8Expert opinions

Improving SPF alignment and email deliverability with HubSpot requires careful configuration and a focus on sender reputation. While complete alignment within HubSpot may be challenging, proper SPF setup is vital, ensuring your SPF record includes HubSpot's sending infrastructure using the appropriate 'include:' mechanism. Using a dedicated subdomain for SPF can manage delayed bounces, and it's important to avoid including HubSpot's domain directly in your SPF record. Deliverability primarily hinges on sending wanted emails, maintaining a clean email list, and warming up your IP to build trust. Be cautious of using tools that artificially inflate engagement, as this can lead to penalties. If using shared IPs, your reputation is largely influenced by other users on that IP. Regularly monitor sender reputation metrics like bounce rates and engagement.

Key opinions

  • SPF Record Configuration: Include HubSpot's sending infrastructure in your SPF record using the correct 'include:' mechanism.
  • Content Relevance: Sending wanted emails is the key factor influencing email deliverability.
  • IP Reputation Impact: Shared IP reputation is heavily influenced by other users on the same IP address.
  • Email list Hygiene: Maintaining a clean email list through regular monitoring and removal of inactive subscribers is crucial for improving email deliverability.
  • HubSpot's Alignment Limitations: Complete SPF alignment may not be fully achievable within HubSpot due to its infrastructure.

Key considerations

  • Dedicated Subdomain: Consider using a dedicated subdomain for SPF management to handle delayed bounces effectively.
  • Warmup: Gradually warm up your IP to build trust with mail filters by introducing yourself to recipients.
  • Monitoring Sender Reputation: Regularly monitor bounce rates, spam complaints, and engagement metrics to maintain a clean sender reputation.
  • Artificial Engagement: Avoid tools that artificially generate engagement, as these can violate ISP terms of service and result in penalties.
  • Shared IP Limitations: Be aware that on shared IPs, your reputation is heavily influenced by the actions of other users, so your individual impact might be limited.
Expert view

Expert from Email Geeks explains that if you're on a shared IP, the IP reputation is wholly a factor of who you're sharing it with and if you're only sending 1000 emails a week, you have almost no impact on IP reputation.

July 2023 - Email Geeks
Expert view

Expert from Email Geeks explains that you can't have everything aligned on Hubspot and that you don't need to include hubspot in your SPF text record because that's not the domain being used for SPF.

March 2022 - Email Geeks
Expert view

Expert from Email Geeks responds that sending mail people have asked you to send and that they want to receive is the only factor impacting email deliverability.

April 2021 - Email Geeks
Expert view

Expert from Email Geeks explains that people have gotten sued and banned from ever emailing any microsoft domain for using tools that responds and interacts with the sender to improve the reputation of the IP and that it is frowned upon by the ISPs as you're taking action to subvert their filters.

April 2023 - Email Geeks
Expert view

Expert from Email Geeks explains that if Hubspot uses a custom domain, they're going to want to use a dedicated subdomain for SPF so that delayed bounces go to the right place and they STILL want to remove the hubspot include from their straight domain.

August 2024 - Email Geeks
Expert view

Expert from Word to the Wise explains that maintaining a clean sender reputation is crucial when using HubSpot. Monitor your bounce rates, spam complaints, and engagement metrics. High bounce rates or spam complaints can negatively impact your deliverability. Regularly clean your email list to remove inactive or problematic subscribers. By ensuring you're sending emails to engaged recipients, you can improve your sender reputation and overall deliverability.

December 2022 - Word to the Wise
Expert view

Expert from Email Geeks explains that warmup is just about introducing yourself to your recipients (and their mail filters) to let the mail filters associate your identity with how those recipients want the mail.

October 2022 - Email Geeks
Expert view

Expert from Spam Resource explains that to improve SPF alignment with HubSpot, ensure your SPF record includes HubSpot's sending infrastructure. This typically involves adding an 'include:' mechanism that points to HubSpot's SPF record. Consult HubSpot's documentation for the exact SPF include string to use. Proper SPF configuration validates that HubSpot is authorized to send emails on your domain's behalf, which enhances deliverability.

October 2023 - Spam Resource

What the documentation says
5Technical articles

Improving SPF alignment and email deliverability with HubSpot, according to documentation, hinges on properly configuring DNS records and ensuring your SPF record includes all authorized sending sources, including HubSpot. SPF alignment issues frequently arise when the 'Mail From' and 'From' addresses use different domains. The SPF syntax must be correctly formatted to avoid deliverability problems. Implementing DMARC policies, especially those that reject or quarantine unauthenticated emails, can also significantly improve email deliverability by instructing recipient mail servers how to handle such emails.

Key findings

  • DNS Configuration: Connecting your email sending domain to HubSpot requires configuring DNS records crucial for SPF alignment.
  • SPF Record Inclusions: Properly configure your SPF record to include all authorized sending sources, including HubSpot's servers.
  • Domain Alignment: SPF alignment issues often arise when the 'Mail From' and 'From' addresses use different domains.
  • DMARC Policies: Implementing DMARC policies with 'reject' or 'quarantine' settings improves email deliverability.
  • SPF Syntax: The SPF syntax requires correct formatting and inclusions to avoid deliverability problems.

Key considerations

  • Record Review: Review and correct your SPF records to ensure proper alignment between the 'Mail From' and 'From' addresses.
  • Sending Sources: Verify that your SPF record includes all necessary sending sources, especially HubSpot's servers.
  • DMARC Implementation: Implement DMARC policies to instruct recipient mail servers on how to handle unauthenticated emails from your domain.
  • Syntax Validation: Ensure your SPF record is valid and follows correct SPF syntax.
Technical article

Documentation from RFC explains that the SPF syntax requires correct formatting and includes. Ensure your SPF record is valid and includes all necessary sending sources, such as HubSpot's servers. Invalid syntax can lead to deliverability problems.

September 2022 - RFC
Technical article

Documentation from dmarcian explains that SPF alignment issues often arise when the domain used in the 'Mail From' address (Return-Path) doesn't match the domain in the 'From' address. Review and correct your SPF records to ensure proper alignment.

December 2023 - dmarcian
Technical article

Documentation from Microsoft explains that implementing DMARC policies, especially with a 'reject' or 'quarantine' policy, can significantly improve email deliverability by instructing recipient mail servers on how to handle unauthenticated emails from your domain.

August 2024 - Microsoft
Technical article

Documentation from HubSpot explains that connecting your email sending domain to HubSpot involves configuring DNS records, which is crucial for SPF alignment. Ensure you've properly set up the required records to authenticate your email sending.

November 2024 - HubSpot
Technical article

Documentation from Google Workspace Admin Help explains that properly configuring your SPF record to include all authorized sending sources, including HubSpot, is crucial. An incorrect or incomplete SPF record can lead to deliverability issues.

March 2023 - Google