> ## Documentation Index > Fetch the complete documentation index at: https://docs.brudcast.com/llms.txt > Use this file to discover all available pages before exploring further. # Deliverability best practices > Habits that keep your email out of spam: consent, list hygiene, content, volume, sending domains, dedicated IPs, and what to watch after every large send. Good deliverability comes from sending mail people want, from a domain receivers trust, at a steady volume. These habits cover most of it. ## Consent * **Only email people who asked for it.** A signup form, a checkout checkbox or an account registration counts. A purchased, rented or scraped list doesn't, and mailing one is the fastest way to have your sending put on hold. * **Use double opt-in on public forms.** It stops typos and bots, and gives you evidence of consent. See [Create a form](/forms/create-a-form). * **Say what they'll get, and send that.** People who get something different from what they signed up for mark it as spam. ## List hygiene * **Let the suppression list do its job.** Never remove hard-bounce or complaint suppressions to re-mail people. See [Bounces, complaints and suppression](/deliverability/bounces-complaints-and-suppression). * **Stop mailing people who never engage.** Build a [segment](/contacts/segments) of contacts with no activity for a few months and leave them out of regular sends, or send them one "do you still want these?" email first. * **Import with care.** Remove old addresses before importing a list that hasn't been mailed in a long time. They're the ones most likely to hard-bounce. ## Content * **Make the sender recognizable.** Use a from name and address people know. * **Keep the unsubscribe link easy to find.** People who can't find it press **Report spam**. * **Write a plain-text version.** Some people and systems read it, and a message with no text part looks less trustworthy. * **Be careful with link shorteners and images.** Shortened links hide your domain, and an email that's one large image with no text is a classic spam pattern. * **Test first.** Preview the email and send it to yourself on more than one mail app before the campaign goes out. See [Create a campaign](/campaigns/create-a-campaign). ## Volume and cadence * **Grow gradually.** New organizations have [daily limits](/deliverability/new-account-sending-limits) that rise over 30 days. Even after that, big jumps in volume look suspicious and can trigger a [sending review](/deliverability/new-account-sending-limits#sending-reviews). * **Send your best first.** When you start, or return after a break, send to your most engaged contacts first and widen the audience over several sends. * **Keep a steady rhythm.** A regular schedule is easier for receivers to trust than long silences followed by bursts. ## Domains and subdomains * **Send from your own domain.** The [Brudcast trial address](/channels/email/overview) is for getting started. The reputation you build on your own verified domain stays yours. * **Consider subdomains for different kinds of mail.** For example `mail.example.com` for marketing and `notify.example.com` for receipts. Reputation is checked per sending domain, so a marketing problem is less likely to affect your receipts. * **Remember the organization is judged too.** Brudcast adds up every domain you own when it checks reputation, so a new domain won't hide a problem. See [Reputation and suspension](/deliverability/reputation-and-suspension). ## Dedicated IPs A dedicated IP is a sending address used only by your organization, so your reputation depends on your own mail alone. It's a paid feature, requested per sending domain from the domain's **IP Pools** tab. Brudcast raises a new IP's volume gradually over 30 days, and slows the warmup down automatically if its bounce or complaint rate rises. Dedicated IPs suit steady, high volume: an IP with low or irregular volume can deliver worse than the shared pool, because receivers never see enough mail from it to trust it. ## After every large send Look at **Reports > Deliverability** within a day: | Signal | Aim for | Act when | | ---------------- | ------------------------ | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Complaint rate | As low as you can get it | It climbs after a send, or the domain shows **Warning**. The levels that warn and suspend a domain are in [Reputation and suspension](/deliverability/reputation-and-suspension) | | Hard-bounce rate | As low as you can get it | It climbs after a send, or the domain shows **Warning**. Clean the list before you send again | | Blacklist status | **Clean** | Any **Listed** result. See [Blacklist checks](/deliverability/reputation-and-suspension#blacklist-checks) | ## Related The guardrails Brudcast enforces. The rates that warn or suspend a domain, and how to recover. SPF, DKIM and DMARC. Target engaged contacts.