Email deliverability — whether your newsletter lands in the inbox or the spam folder — is determined by a combination of technical configuration, sending behavior, and list hygiene. Publishers who manage their own email infrastructure need to understand all three. Those on managed platforms (Beehiiv, Ghost, ConvertKit) benefit from the platform’s sender reputation, but some configuration and list hygiene practices remain their responsibility regardless. The Technical Foundation: SPF, DKIM, and DMARC These three DNS-based standards authenticate your email and tell receiving mail servers that messages from your domain are legitimate.