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How to Make Sure Your Emails Land in the Inbox
Blog →
by
Samuel Chenard
February 23, 2024
· Updated on
Every day, approximately 350 billion emails are sent and received. Of these, more than 45% end up in spam. This leads to significant losses for businesses, as marketing emails don't reach their subscribers, transactional emails fail to inform users, and colleagues struggle to communicate effectively.
Email deliverability is somewhat of a black box, much like SEO. The rules are constantly changing and are not clearly disclosed by major Email Service Providers (ESPs) like Google, Apple, Microsoft, and others.
Sometimes these rules are disclosed, as seen recently with the announcement from Google and Yahoo about the enforcement of new security protocols starting in February, but they are often kept unclear.
The good news is, despite the uncertainty, you can greatly improve your email deliverability. If you are worried your messages are getting lost in an email black hole, keep on reading as we’ll delve deeper to understand the main reasons why emails end up in spam, and how to prevent this.
Table of Contents
Before we dive into why your emails end up going into spam, let’s first explore a subtle yet so important distinction:
It’s not because your emails show as delivered in the tools you are using (also known as bounce/delivery rate) that they are actually reaching your recipient’s inbox.
Email deliverability is the odds that your email makes it to your customer's inbox and not in their spam.
There are several reasons why your emails might end up trigger the spam filters. It can be a long story, but it can be simplified into four pillars:
By avoiding these red flags, your emails will be able to land in the inbox of your recipients more easily.
The method you use to collect emails and build your subscriber list has a significant impact. If you employ a deceptive approach to obtain emails and then send these users unsolicited messages, it's likely that these recipients will be displeased with your unexpected emails. The more dissatisfied they are, the more likely they are to mark you as spam.
Ensure you use an opt-in form that clearly communicates to users that they will receive content from you by agreeing and checking a box or a similar mechanism. Be clear, don’t try to be sneaky.
Make it easy for people to unsubscribe. Don’t try to hide the link grey on white at the bottom of your email template. People who are unable to unsubscribe are actually people who will flag your email as spam and damage your reputation.
To encourage organizations to have the best practices on this, Google and Yahoo just made it mandatory to have an Unsubscribe button directly in the header of your email. Here’s how it looks:
You can use third-party tools to remove emails that have been deactivated or accounts that have been banned. Those create hard bounces and hard bounces are bad for your reputation.
We personally like Neverbounce.
If a certain group of subscribers has not opened a single email in the last six months, you might want to send them an email asking if they're still interested. Ultimately, emails that are not interacted with are likely to be flagged as spam.
This is not beneficial for your sender's reputation, and it's a poor final point of contact with your brand for the user. We recommend being kind and warm about it. Let them sail into the sunset if that's their wish!
It's no secret that the type of content you send to your recipient is one of the most important aspects of a successful email campaign. People's time is extremely valuable, so ensure that when you ask for their time to read your content, your content is of top quality and feels genuine.
Here are the most important questions to ask yourself before hitting send:
Authenticating and securing your emails is a crucial step in ensuring your emails reach the inbox. It's often overlooked by many companies, yet it's one of the easiest ways to improve deliverability.
There's a complex relationship between security and compliance. ESPs aim to reduce spam, scams, and phishing attempts. To support this, they favor domains that have well-configured security and authentication protocols on their domain's DNS.
Although this part can be quite tricky to understand and configure, it's incredibly valuable. It can make the difference between a +39% open rate and a +34% purchase likelihood. Isn't that amazing?
So, What Are Those Authentication and Security Protocols?
DNS is like the address book of the internet. Computers use DNS to look up domain names to find the corresponding IP addresses needed to connect to websites, servers, and other internet resources.
That’s also where email service providers like Google, Apple, and Microsoft are instructed on how your emails are secured and authenticated:
Let's dive into each one of these one by one.
SPF Records are like a guest list for sending emails. An SPF record is a line of text that specifies which domains or IP addresses are permitted to send emails on behalf of your domain. It resides in your DNS manager, under TXT records.
Here’s an example of an SPF record:
v=spf1 ip4:192.0.2.0/24 ip6:2001:db8::/32 include:_spf.example.com ~all
If an email from your domain is sent to a recipient server without your domain's permission, it could potentially decrease the email's deliverability.
A quick tip: To analyze whether your DNS is configured properly and if your email has a high likelihood of reaching the inbox, you can use Palisade’s free Email Deliverability Score tool. This tool audits your DNS configuration and provides suggestions for improvement.
DKIM records add a digital signature to your emails that proves they are authentic when they get to the recipient server. It's like the signature on the back of your credit card.
Each third-party service you are using with your domain typically needs its own DKIM key and record.
Here’s an example of an DKIM record:
v=DKIM1; k=rsa; p=MIIBIjANBgkqhkiG9w0BAQEFAAOCAQ8AMIIBCgKCAQEAgAS4QZzH+/iM5ilpxexFK7uVnX5OasDMW61p7IvUjM+488QnpLqDTlsvGdJtG/oHgwRpXcNSxKKhtX3R4zg0MoSdLJYTEMiirr8UdeuGng/ZKM2XtLa+qGve6kp3H5NBx2uYHVj+E0WANeRT3bK5sMVRTYSAywN/m9ugX5T5PkbvJ2HRTmrX00ov4/VoVFSbfHZzaA/FDX/hyFnWEiOb1JihArP2+cMs+CYgIi7u8t+p0FqR/37kuEh5PLxOct/fnhqjn35XPn8C1s2fAC5J2WZjmmC5QM2qYV90isu03jeCI7Vap9ocKj5P+qJAlooYNujICd84ZmcHeA2UJqj22QIDAQAB
Protects your domain from people who try to send fake emails (phishing, spam) on your behalf.
The DMARC policy is central to your email deliverability and security. It tells the recipient servers what to do if the emails they receive from you are not authenticated properly in your SPF or DKIM (often referred to as alignment).
Here’s an example of a DMARC record:
v=DMARC1; p=none; rua=mailto:dmarc@palisade.email; ruf=mailto:dmarc@palisade.email; fo=1;
Recently Google and Yahoo have started enforcing DMARC policies for all email senders.
BIMI is the new hot kid on the block. It was just adopted by Google, Apple, Yahoo, and most major ESPs (looking at you Outlook) this past May 2023.
It is now required to verify your identity via email, display your logo in the inbox, and get a verified checkmark in the inbox. You can see it being slowly rolled out by major companies like LinkedIn and Google:
Here’s an example of a DMARC record:
v=BIMI1;l=https://images.palisade.email/brand/bimi-logo.svg;a=https://images.palisade.emai/brand/certificate.pem
Monitoring your sender reputation is a significant component of ensuring your email deliverability remains high. Your sender reputation is much like a person's reputation. It takes time to build and is easy to damage.
Unfortunately, there is no "one tool to rule them all" for monitoring. However, there are tools available that can provide some insight into the status of your deliverability.
One of the best tools out there, even if it only monitors your reputation from Google's perspective, is Google Postmasters.
It allows you to get key data points on your sender reputation from three key angles:
Email deliverability is not set and forget, it’s a constant piece of work but oh so worth it.
Many companies spend a significant amount of time A/B testing their funnels and producing content. However, they often overlook the crucial step of ensuring their emails reach their customers' inboxes. If your users aren't seeing your content, what's the point of investing so much in creating it?
We understand, it's not easy. List management best practices are always changing. Content engagement follows the latest trends and designs. DNS compliance is constantly evolving. Reputation Monitoring is sensitive.
After reading this article, we hope that you've gained a better understanding of the basics of email deliverability (and the difference between your emails being delivered), and that you will place more importance on it.
July 24, 2025
6 Fyxer AI Alternatives: From email clients to add-on tools
We cover Fyxer AI’s key features and compare them to alternatives like Gmelius and Missive, helping you choose the best tool for your inbox.
As AI continues to grow in popularity, email management is one of the most competitive spaces for AI tools. Fyxer AI has gained a lot of attention, promising to save you one hour a day as your AI assistant dedicated to meeting and email management.
This article will break down what Fyxer AI is and some alternatives that exist in the market.
Fyxer AI is an AI assistant that connects to your Gmail or Outlook inbox. It does three things well:
It genuinely feels like a capable assistant that manages your email directly within your existing Gmail/Outlook inbox. There's no new interface to learn, no complex installation. Just an organized "person" who opened your messy inbox and took over, in a way that still granted you control over what's sent out.
Within 10 minutes of setting up Fyxer AI, all my emails were auto-tagged into one of their default labels (I use Gmail):
To enable auto-drafting of replies, you have to give Fyxer AI's draft prompter a bit of context related to your tone and business.
And here's what an auto-drafted reply looked like:
This is a great experience for anyone who wants to stay in the Gmail or Outlook interface, but really need on-going organization and administrative help because of the high volume of emails that they handle personally.
Like Superhuman, Fyxer AI is focused on inbox throughput—how much faster can you process your emails. Although that's an important goal, often times, it's the wrong goal.
Maybe the question is whether you should be replying to most of those emails in the first place, which we'll get into for some of the Fyxer alternatives.
When looking at Fyxer AI alternatives, we included 3 types:
We'll start with similar functionality and interface and work our way down the list.
Like Fyxer, Gmelius exists on top of your existing Gmail interface so you have a familiar experience with new functionality.
Gmelius also has an AI-powered assistant that auto-categorizes and can draft replies on your behalf. There are small details between the two options, for example:
On the other hand, Gmelius is also a collaboration focused tool instead of a purely productivity focused tool like Fyxer, which means Gmelius has more functionality for teams that work together within an inbox. They have the ability to chat internally on emails, assign emails to others, create automations that run based on certain AI tagging, SLA escalation, and more.
Both Gmelius and Fyxer have a closed AI assistant, meaning you're not able to bring your own AI key and select the models that you work with. This is great for those who don't really have a preference on which AI model they prefer.
From a pricing perspective, Gmelius is a little bit more expensive than Fyxer:
If you're looking for a Fyxer alternative that is a little more oriented to teams but has much of the same functionality and interface, then Gmelius might be the one.
Similar to Gmelius, Hiver integrates directly into your existing email client, giving you a familiar interface to work with. Unlike Gmelius, Hiver supports Gmail and Outlook accounts.
Like Fyxer, Hiver has an AI-powered email assistant that can help you auto-draft emails and auto-label emails based on their contents. Though, like Gmelius, it's not quite as simple as Fyxer's default experience since Hiver's core users are customer support teams working out of shared inboxes.
If you're an executive that's just looking to replace Fyxer's lightweight functionality, without any of the team related features like collaboration, automated workflows, analytics, or SLA monitoring, then Hiver might be a little overkill.
Could you get it to work? Absolutely. Will it feel like it was built for your use case? Probably not.
From a pricing perspective, Hiver's plans that include AI start at $19/user/month billed annually. However, there are limitations on how many AI-drafted replies you can have (20/user/day).
Now we're moving onto tools with more functionality than Fyxer, but will also have a less familiar interface.
Missive is an email client for teams that need to collaborate in their inbox. Like Fyxer, you can create AI-powered email assistants that help you triage, label, and draft replies. Unlike Fyxer, Missive is way more flexible in implementation, which depending on who you are, could be a good or bad thing.
Missive allows you to bring your own AI key and choose your own model. That means if you want to use a specific model for drafting emails versus triaging, you can fine tune that experience.
Since Missive is a collaborative inbox meant for your whole team, your AI assistant can assign and triage emails to the right people, instead of just sorting it in your own inbox. Imagine an old client emails you because you have a long standing relationship, but it's a question meant for your support team.
The same is true for drafting replies, instead of just drafting replies based on your own personal inbox, Missive's AI automations can help your whole team auto-draft replies to customers.
That's critical if you're handling hundreds if not thousands of emails every day. You can get the most common questions taken care of by an AI assistant.
Where Missive lacks compared to Fxyer is it's scheduling and calendar functionality. Missive has a calendar that's good for team visibility but it's lacking any AI assistant features.
From a pricing perspective, Missive is comparable to Fyxer at $24/user/month for plans that include AI automations.
If you're looking for an AI-powered email client, essentially Fyxer but with more features, then Shortwave might be a good fit.
Shortwave has all of Fyxer's AI assistant features right out of the box—auto-drafting emails, default AI categorization, calendar scheduling—and they have some team collaboration features as well.
Since Shortwave is it's own email client, it looks and feels quite different from Gmail and Outlook. It also only supports Gmail accounts. They say there's a workaround for Microsoft 365, Outlook and other email providers, but it's essentially forwarding your email account to a Gmail account, to connect to Shortwave.
If you don't want or need the level of customization and flexibility that Missive has, you don't care to BYOK (Bring your own keys), and you use Gmail/Google Workspace—Shortwave could be a good Fyxer alternative for you.
From a pricing perspective, Shortwave is the exact same pricing as Missive at $24/user/month for plans with full fledge AI functionality.
If you mostly loved Fyxer for it's ability to sort and organize emails, there are AI-powered tools like Clean Email that focus exclusively on that. And for your drafting needs, you can use Copilot or Gemini (depending on if you're a Gmail or Outlook user) as your AI assistant to help draft the occasional email.
Like Fyxer, Clean Email is a tool that works within your existing email client. It has some predetermined categories that it will suggest and label your emails as, and it can learn your preferences over time.
Copilot is a general AI-assistant that comes free with the Microsoft suite. You can use simple prompts like: Check for typos and make it more professional.
Or more complex prompts like:
You're an executive assistant replying to emails on my behalf. Make sure to take into consideration the existing tone of the conversation and match it. If it's a customer or prospective client asking about a specific product question, use https://learn.missiveapp.com/ to find the answer. Do not make up any information.
From a pricing perspective, Clean Email is $9.99/month/email account and Copilot has a free plan typically included in your Microsoft 365 subscription, with Pro plans starting at $30/user/month.
An alternative to Clean Email and Copilot would be SaneBox and Gemini. Incredibly similar functionality and features, with minor differences around user interface. Gemini would also be a better fit for anyone already in the Gmail/Google Workspace ecosystem.
Where SaneBox stands out in comparison to both Clean Email and Fyxer is it's third party integrations. By offering connections to other popular tools like ToDoist, SaneBox allows you to create basic automated workflows within your inbox. Something in between Missive's super flexible and powerful automations and Fyxer's one and only integration to HubSpot.
From a pricing perspective, SaneBox starts at $7/user/month with some usage limits. Google's Gemini has a free option, with paid plans starting at $19.99/month
Fyxer AI offers a compelling solution for tackling email management, seamlessly integrating with your Gmail or Outlook to help you regain valuable time. Its strengths in triaging emails, drafting replies, and note-taking make it a strong contender in today’s crowded AI productivity tool landscape.
However, it’s worth considering various alternatives like Gmelius, Missive, or Shortwave, each bringing unique features and interfaces that could better align with your specific needs.
As AI productivity tools continue to innovate and redefine how we interact with our inboxes, exploring your options will ensure you find the perfect fit to enhance your productivity.
March 25, 2025
Outlook vs Gmail for Business: Which is better?
Welcome to the great business email debate—Gmail or Outlook?
Welcome to the great business email debate—Gmail or Outlook?
Emails are the lifeblood of many businesses. They’re how people inquire about your services, it's how you communicate with clients and vendors, and maybe it's even how you communicate internally with your team.
We'll be doing an in-depth analysis of the two big email providers (Gmail vs Outlook). And give you the information you need to make a decision on which email service you'd like to build your communication system from.
We'll be going over:
There are two ways to create an email with Google.
You can either have a free, personal email address that ends in @gmail.com, with limited storage (15gb across your Google Suite), or you can pay for Google Workspace (Gmail for business) and create an email address with your business domain: @yourcompany.com, have more storage, and more admin/security controls over your email service.
The Google Workspace business plans vary:
Whether you have a Gmail account or a Google Workspace account, your inbox will look similar.
This is where Google shines. Their real-time collaborative documents were a game changer when they launched back in 2006 and has become the preferred tools for many organizations since.
When looking at Gmail's security measures for Google Workspace accounts, here are two that stand out:
Gmail uses TLS for email transit and has encryption at rest and in transit.
With over 1.8 billion Gmail users worldwide, there are some very well known issues and tradeoffs within the Gmail's functionality. Here are three common ones:
Like Gmail, Outlook is Microsoft's free, personal email service; Microsoft 365 is essentially Outlook for business, equivalent to Google Workspace.
Here's an overview of the Microsoft 365 plans (assuming an annual payment, as of April 1, 2025):
With thousands of enterprise customers, Outlook's security and privacy are tuned for those standards.
And just like Gmail, Outlook uses TLS encryption for email in transit. And data at rest is also encrypted.
As with most decisions in life, it depends.
Google Workspace is collaborative at its core, though its shared inbox and email automation options are more limited.
Microsoft Outlook is more robust in it's DNA overall, but can feel overly complex and lacking in modern design.
If your business prioritizes simplicity and collaboration with clients, team members, and vendors—I would err on the side of Gmail and Google Workspace.
If you work in a field with a lot of sensitive information (i.e. law, accounting, etc), then I would err on the side of Outlook and their very high standard for security controls.
Whether you choose Gmail or Outlook, there are some business email hygiene factors to follow:
Neither Outlook or Gmail was really designed for teams. They added on some lightweight features (shared mailboxes), but if you truly live in your inbox everyday, replying to clients, team members, and vendors—you'll want something designed specifically for team collaboration and shared inboxes.
That would be us—Missive!
Missive is an email client that sits on top of your chosen email service—whether that's Gmail, Outlook, Yahoo Mail, or Apple Mail.
It has all the features that are loved in Gmail and Outlook—labels, rules, snoozing, but supercharged with more functionality. Including AI powered rules that allow for auto-translation, auto-labeling, and so much more.
But don't just take our word for it, here's Arif, a lawyer and long time Outlook user, who recently signed up for Missive:
When I open Missive, I can hit Inbox Zero quickly. I never had that feeling with Outlook.
And here's Pat, a property manager and Gmail user, who recently signed up for Missive:
We’ve tried so many shared inbox solutions. Missive was unexpectedly powerful. Suddenly, we weren’t scrambling over lost emails or letting days slip by.
So whether you're Team Gmail for business or Team Outlook for business—you can try Missive today and get the best collaborative email client for businesses.
