Brevo Deliverability Guide: SPF, DKIM & Engagement Explained

By Azon Vault On May 2, 2026

Understanding Brevo Deliverability: Why It Matters

Email deliverability is the backbone of any successful email marketing strategy. Even the most compelling content won’t generate results if your messages land in the spam folder or get blocked entirely. Brevo (formerly Sendinblue) provides powerful tools to help you achieve optimal deliverability, but understanding the technical foundations—SPF, DKIM, and engagement—is essential for maximizing your email performance.

This guide breaks down everything you need to know about Brevo deliverability and how to configure your account for inbox success.

What Is Email Deliverability?

Email deliverability refers to your ability to deliver emails to your recipients’ inboxes rather than their spam folders or having them bounce entirely. Unlike delivery rate (which measures whether emails were accepted by receiving servers), deliverability focuses on where those emails end up.

Brevo provides a deliverability dashboard that tracks your performance, but the numbers only tell part of the story. To truly improve, you need to understand authentication protocols and engagement metrics.

SPF: Sender Policy Framework Explained

What Is SPF?

SPF (Sender Policy Framework) is an email authentication protocol that verifies the sender’s identity by checking if the sending server is authorized to send emails on behalf of your domain. It works through DNS records that list approved mail servers.

How SPF Works

When you send an email, the receiving server checks your domain’s DNS records to verify that the sending server is authorized. If it matches, the email passes the SPF check. If not, it may be marked as suspicious or rejected.

Here’s what happens in simple steps:

You add a TXT record to your domain’s DNS settings
This record lists all servers authorized to send emails for your domain
Receiving servers verify the sending server against this list
Emails from authorized servers pass authentication

Setting Up SPF for Brevo

Brevo provides specific SPF records that you need to add to your domain. Typically, this involves adding "v=spf1 include:spf.sendinblue.com ~all" to your DNS TXT records. After adding this record, allow 24-48 hours for DNS propagation.

DKIM: DomainKeys Identified Mail

What Is DKIM?

DKIM adds an extra layer of security by using cryptographic authentication. It attaches a digital signature to your emails that receiving servers can verify using your domain’s public key published in DNS records.

Why DKIM Matters

While SPF verifies the sending server, DKIM verifies that the email content hasn’t been tampered with during transit. This combination provides robust authentication that major email providers like Gmail and Outlook increasingly require.

Setting Up DKIM in Brevo

Brevo simplifies DKIM setup by generating the necessary DNS records for you. In your Brevo account, navigate to Settings → Domain Configuration to access your unique DKIM records. You’ll need to add CNAME records that point to Brevo’s servers.

DMARC: The Third Piece of the Puzzle

While SPF and DKIM are the primary focus, DMARC (Domain-based Message Authentication, Reporting, and Conformance) ties everything together. It tells receiving servers what to do when authentication fails and provides valuable reporting data.

For most Brevo users, a basic DMARC record is sufficient. Brevo recommends starting with "v=DMARC1; p=none" and gradually tightening as you verify everything works correctly.

Engagement Metrics: The Human Side of Deliverability

Why Engagement Matters

Email providers track how recipients interact with your emails. Positive engagement signals (opens, clicks, replies) tell providers your content is wanted. Negative signals (deletions without opening, spam complaints, unsubscribes) can damage your sender reputation.

Key Engagement Metrics to Monitor

Open Rate: Percentage of recipients who opened your email. Higher open rates signal relevance to email providers.
Click-Through Rate: How many recipients clicked links in your email. Indicates content value.
Unsubscribe Rate: High unsubscribe rates may indicate list quality issues or irrelevant content.
Complaint Rate: When recipients mark your email as spam. Keep this below 0.1% to maintain good deliverability.
Hard Bounces: Emails that couldn’t be delivered due to invalid addresses. Remove these promptly.

Improving Engagement in Brevo

Brevo offers several features to boost engagement:

Send Time Optimization: Automatically sends emails when each contact is most likely to engage
A/B Testing: Test subject lines, content, and send times to optimize performance
Personalization: Use contact data to tailor content to individual recipients
Segmentation: Send relevant content to specific audience groups

Best Practices for Brevo Deliverability

Authentication Checklist

Verify your domain in Brevo settings
Add and validate your SPF record
Set up DKIM signatures
Consider adding a DMARC record
Wait for DNS propagation before testing

List Hygiene Tips

Remove hard bounces immediately
Re-engage inactive subscribers before removing them
Use confirmed opt-in (double opt-in) for new subscribers
Regularly clean your list of unengaged contacts
Avoid purchasing email lists

Content Best Practices

Write clear, non-spammy subject lines
Avoid excessive capitalization and exclamation marks
Include an easy-to-find unsubscribe link
Balance text and images appropriately
Add your physical address (required by law in many countries)

Troubleshooting Common Deliverability Issues

Emails Going to Spam

If your Brevo emails are landing in spam folders, check these common causes:

SPF or DKIM not properly configured
Low engagement rates from your list
Spam trigger words in subject lines or content
Poor sender reputation from previous campaigns
Missing unsubscribe links or physical address

Low Open Rates

Low engagement can indicate several issues:

Subject lines not compelling enough
Sending at wrong times for your audience
List contains too many unengaged contacts
Emails arriving in spam folders
Sending too frequently or infrequently

FAQ: Brevo Deliverability

How long does SPF/DKIM setup take?

DNS propagation typically takes 24-48 hours, but can sometimes take up to 72 hours. After this period, use Brevo’s authentication check tool to verify your setup is working correctly.

Do I need technical knowledge to set up authentication?

Basic familiarity with DNS settings is helpful, but Brevo provides step-by-step instructions for each authentication method. Your domain registrar’s support team can also assist if needed.

What is a good deliverability rate for Brevo?

A healthy deliverability rate is typically 95% or higher. Brevo’s dashboard shows your deliverability metrics, so aim for consistent performance above this threshold.

How often should I clean my email list?

Review your list every 3-6 months. Remove contacts who haven’t engaged in 6-12 months, and immediately remove any hard bounces to protect your sender reputation.

Can I improve deliverability without changing my content?

Yes! Proper authentication (SPF, DKIM) significantly improves deliverability regardless of content. However, combining authentication with engaging content yields the best results.

Conclusion

Mastering Brevo deliverability requires attention to both technical configuration and human engagement. Setting up SPF and DKIM authentication creates the foundation for email providers to trust your messages. Combined with strong engagement practices, you’ll position your emails for inbox success.

Remember that deliverability is ongoing—not a one-time setup. Monitor your metrics, maintain list hygiene, and continuously optimize based on performance data.

Ready to improve your Brevo email deliverability? Start by verifying your domain and setting up proper authentication today. Your inbox placement will thank you.