RetailCommunicationHow to

Improve email deliverability in NP Email

Configure sender authentication, domain alignment, and branding for the sending domain so NP Email messages reach the inbox instead of the spam folder.

When emails sent through NP Email land in spam, the cause is usually related to sender authentication, domain alignment, or branding configuration rather than the email template itself.

NP Email uses Twilio SendGrid for email delivery. To improve deliverability, make sure the sending domain is fully configured and authenticated.

Why this happens

Emails are more likely to be marked as spam when one or more of the following applies:

  • the sending domain is not properly authenticated
  • link branding is missing
  • the visible sender domain does not align with the authenticated sending domain
  • the domain used for hosted assets is not configured correctly
  • the recipient mail provider has a low trust score for the sender domain

What should be configured

To reduce the risk of emails being classified as spam, the following should be set up:

  • SPF for the sending domain
  • DKIM for the sending domain
  • DMARC for the sending domain
  • SendGrid link branding
  • custom domain for hosted designer assets, if applicable

Note: NaviPartner provides the exact DNS records that must be added for each tenant and domain.

Typical DNS setup

A typical setup can include records like these.

Create the CNAME records provided by NaviPartner for the customer domain.

Example:

  • url###.<your-domain> → sendgrid.net
  • <id>.<your-domain> → sendgrid.net

These records help SendGrid rewrite tracked links so they use the customer’s own domain instead of a shared SendGrid domain.

Custom domain for designer assets

If email templates use hosted assets, a custom domain may also be needed.

Example:

  • assets.<your-domain> → assets.npassets.app
  • _cf-custom-hostname.assets.<your-domain> → TXT value provided by NaviPartner
  1. Confirm which DNS provider the customer uses.
  2. Ask NaviPartner for the exact DNS records for that tenant and domain.
  3. Add the records in the customer DNS host.
  4. Wait for DNS propagation.
  5. Verify the records in SendGrid or the relevant NaviPartner setup.
  6. Send a new test email and check whether it still lands in spam.

If emails still go to spam

Check the following:

  • whether SPF, DKIM, and DMARC all pass
  • whether the From domain matches the authenticated sending domain
  • whether link branding is active
  • whether only one recipient provider is affected, for example Microsoft 365 or Gmail
  • whether the email content includes elements that trigger spam filtering

It can also help to review the email headers from an affected message to identify the rejection or spam reason returned by the recipient provider.

Notes

  • TXT verification values for asset-domain setup can expire or rotate, so they should be added promptly after they are generated.
  • If verification fails, generate or request a fresh value before retrying.
  • A short support session can be useful when the customer is adding the final verification record live.

See also