Send event emails correctly: So they don’t end up in spam

Save-the-date messages, important information, invitations, confirmations – even cancellations: these days, event communication takes place almost exclusively by email. It is essential that these emails actually arrive and do not disappear into the recipient’s spam folder. But why does this happen and how can you avoid it?

Why do event emails end up in spam?

Modern email systems check every message and its sender before it is forwarded to the recipient. Especially when a large number of emails are sent, the risk of being classified as a potential spam sender increases. The following factors influence whether your messages are delivered correctly:

• Missing authentication mechanisms (e.g. SPF and DKIM)
• High shipping volumes within a short time
• Use of suspicious links or terms
• Lack of personalization or overly general subject lines

SPF and DKIM: The keys to successful delivery

SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) are two central mechanisms for email authentication. These help to ensure that your messages are not classified as spam.

• SPF (Sender Policy Framework): SPF determines which servers are authorized to send emails on behalf of your domain. This prevents third parties from misusing your domain for spam or phishing.
• DKIM (DomainKeys Identified Mail): DKIM adds a digital signature to your emails, which can be checked by the receiving mail servers. This ensures that the message has not been tampered with en route and actually comes from you.

How to set up SPF and DKIM

SPF and DKIM are set up via the DNS settings of your domain. This is usually managed by your IT department or hosting provider.

1. Create SPF record: In the DNS settings of your domain, add a TXT record that defines the allowed email servers. Example: v=spf1 include:mailserver.example.com ~all
2. Generate and integrate the DKIM key: Your email provider will provide you with a public DKIM key. This must be stored as a TXT entry in the DNS settings.
3. Testing: Use online tools such as “MXToolbox” or “Google Admin Toolbox” to check whether the entries are working correctly.

Conclusion: Ensure the secure delivery of your event emails

The following also applies when working with colada: To ensure that your event emails do not disappear into the spam folder, you should set up SPF and DKIM correctly and have them monitored by your IT department. This will ensure that your guests receive all important information about your events on time and reliably.

If you need support, please contact your IT department or your e-mail provider to make the necessary settings.