Starting a mail server? The process may take a while and to get mails delivered follow the below steps.

Running your own mail server gives you a lot of control, but it also comes with a big responsibility: ensuring the mail server is set up correctly and preventing spam (including email compromises)

Just because you set up a server doesn’t mean Google, Outlook, or Yahoo will trust you. You have to earn that trust. Here is a step-by-step guide to setting up your reputation and keeping your emails out of the spam folder.

1. Basic verification (SPF, DKIM, DMARC)

Before you send a single email, you need to prove you are who you say you are. There are three main records you need to set up in your DNS.

Verify your SPF Record

This tells the world which IP addresses are allowed to send email for your domain.

• Action: Check that your SPF is correct for your specific IPs and domains.
• Test it here: MXToolbox SPF Check

Enable DKIM

This adds a digital signature to your emails so receivers know they haven’t been tampered with.

• How to do it: Most major control panels like cPanel or DirectAdmin have a simple button to turn this on. Look for “Email Deliverability” or “DKIM Manager” in your settings.

Add a DMARC Record

Once you have SPF and DKIM working, DMARC tells other servers what to do if they receive an email pretending to be you (spoofing).

• Guide: How to build a DMARC record
• Example: A strict, basic record looks like this:
  _dmarc.domain.com. IN TXT "v=DMARC1; p=reject;pct=100"

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2. Check Your Status

Before you start sending, make sure your domain isn’t already in trouble.

• Check Blocklists: Ensure your domain isn’t listed on any major blocklists: MXToolbox Blacklists
• Run a Final Test: Use Mail-Tester.com. This site gives you a score and tells you exactly what is wrong with your setup.

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3. The “T-Online” Rule (Transparency Matters)

Some providers, specifically T-Online, have strict requirements. They require your email hostname (your rDNS) to load a real webpage with contact information.

• Example: If your server is relay0.mailbaby.net, visiting http://relay0.mailbaby.net/ should show a page with info about who runs the server.
• Why do this? Even if you don’t email T-Online users, this is a best practice. It proves a real human is managing the server. The more transparent you are, the better your long-term deliverability will be.

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4. Understanding Warm ips (with a microsoft example)

If you start sending thousands of emails from a new IP address tomorrow, they may go to spam

Microsoft (Outlook/Hotmail) explicitly states that IPs without a history are suspicious.

“IPs not previously used to send email typically don’t have any reputation built up in our systems… emails from new IPs are more likely to experience deliverability issues.” — Microsoft Postmaster Troubleshooting

The Reality:

• It takes weeks to ramp up a new IP (source microsoft)
• You must keep spam complaints low.
• Outlook will only improve your delivery experience once you prove you aren’t sending junk.

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5. The Hard Truth About IPv4 Addresses

There is a common misconception that you can buy a “fresh” IP address. This is false.

We ran out of new IPv4 addresses years ago. For the last decade, every IP InterServer buys has been purchased on the open market through the arin wait list. It has been used before.

• It might have been a dial-up IP in the 90s.
• It might have been used by a spammer last year.
• No IP comes “warmed up” and ready to go.

Because of this, getting good delivery is a process. It takes time to clean up an IP’s reputation.

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6. How to Get Delisted

If you find your IP is on a blocklist, don’t panic. But don’t be lazy, either.

• Read this first: M3AAWG Best Practices for Delisting
• Be Professional: When you ask a blocklist operator to remove you, do not just say “Remove me.” They may ignore you.
• What to send: Provide full details on your server, what kind of email you send, your rDNS/FCNS setup, and show you are following basic generally accepted practices

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Summary: Can’t Wait? Use a Smart Host

If you need to send email immediately and cannot wait weeks to warm up an IP you should use a Smart Host.

Services like Mail.baby act as a relay. They handle the outbound spam protection and reputation management for you, so your emails get delivered while you focus on your business.

Side Note: Warm up services DO NOT equal warming up an ip

Avoid any services that claim warm up. These do not follow best practices. Your warm up emails, must be standard emails you send on a regular email. By warm up, we mean you are using your mail server as you would under normal circumstances. Mail operators know of “warm up” services, and may flag your domain for using it. Your warm up service will have a negative mark on your domains and ips.