Email deliverability is influenced by many factors, but a handful of technical misconfigurations account for most sudden drops in delivery rate. If your performance has fallen, review the following.
1. Verify your DNS configuration
The most common cause of poor domain reputation is incomplete DNS authentication. Pushwoosh requires all three of the following before a sending domain is considered verified:
- DKIM records (required) — added as CNAME records for your sending domain.
- SPF record (required) — if you already send from other providers, extend the existing SPF record rather than adding a second one.
- DMARC verification (required) — a
_dmarcTXT record. Gmail and Yahoo have required DMARC from bulk senders since February 2024; without it, mail is rejected or filtered regardless of SPF/DKIM.
Check the status of each record on Settings > Platform configuration > Email.
2. Use secure HTTPS links in email content
Spam filters such as Spamhaus penalize emails containing insecure links. Always use https:// for every link in your templates, including images and unsubscribe links.
3. Understand "processing errors" in statistics
What appears as a processing error in campaign statistics is often not a technical failure. Pushwoosh automatically blocks sends to addresses that previously unsubscribed or hard-bounced, and blocks re-registration of addresses already on the internal bounce list. These "errors" usually mean your list is being cleaned correctly.
4. Be aware of automated link scanning
An unusually high number of clicks immediately after a send is typically caused by security scanners at the recipient's provider that fetch every link before delivery (for example Apple Mail Privacy Protection). This is normal and increasingly common.
5. Keep the list healthy
Use double opt-in, remove disengaged subscribers with a sunset flow, avoid sudden volume spikes, and keep sender name and From address consistent.
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