# Email deliverability and inbox placement

Every **Email Service Provider (ESP)** claims to have the best deliverability. These statements are misleading. Let’s talk about this a bit.

Email is a decentralised system. Every ESP is like a separate country. Just like every country gets to decide who they let in, every ESP gets to decide which email to receive and what to do with it (like send to inbox or send to junk). It means that the Sending ESP has zero control over the Receiving ESP. So any statements guaranteeing email deliverability are bunk.

A well governed ESP, just like a well governed country, adheres to some rules and thereby builds a reputation. It is this reputation that allows the frictionless exchange of emails (i.e. deliverability).

So how do things work?

Email deliverability and inbox placement are a function of two things.

1. **Adhering to industry standards (DMARC, DKIM, SPF, etc):** All reputed ESP’s, including [SENDUNE](https://sendune.com/), give you the tools to adhere to industry standards. In fact SENDUNE insisted on these standards from the very start (early 2018), [much before](https://x.com/SendWithSES/status/1752737377943224479) they became mandatory. Adhering to these standards is like getting a ‘visa-on-arrival’ to another ESP. So deliverability comes down to the content of your email.
2. **The content of your email:** Email is a ‘Receivers’ prerogative, not the ‘Senders’. Even if you adhere to all the standards, sometimes your emails end up in spam folders. Gmail for example has a habit of sending emails from newer domains right into spam folders. Once you start marking them as 'not spam' they start getting delivered to your inbox. Yahoo, Outlook, Zoho, everyone has their quirks. This is why we recommend all new accounts to [warm up their email accounts](/email-resources/warming-up-your-email-account.md). It always comes down to the content of your email. The content must be both relevant, well formatted and well designed.

Remember, if you are sending unsolicited emails, the pedigree of your ESP cannot help you in any way. In fact every ESP including SENDUNE will kick spammers out without a moments hesitation.

{% hint style="success" %}
**TAKEAWAY:** Adhering to industry standards is a one time effort. Making content relevant to your subscribers is an ongoing effort. Focus on this and your emails will always hit the inbox.
{% endhint %}

Happy emailing.

***

[**SENDUNE**](https://sendune.com/) **is a one-stop email platform for AWS Developers and Startups using AWS. Just connect your AWS Account to handle all your transactional and marketing Emails, SMS, OTPs for** [**free**](https://sendune.com/pages/pricing)**.**


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