Plesk Premium Email, powered by Kolab lets you become your own mail service provider in a few easy steps. It’s like creating a personal Gmail service, one that you control from top to bottom. Running the mail server allows you to store your own email, access the mail server’s logs, and access the raw email files in a user’s mailbox.

However, one key concern when running your own mail server is email deliverability. Without being able to effectively reach your customer base, you cannot do business. So, how do you ensure your emails do not end up as spam?

It’s important to follow common rules and best practices when operating a mail server to guarantee your emails always reach their destination. In this quick guide, we’ll walk you through a few things to consider, to make sure that your emails always end up where you intend.

Reputation Management

Much of email delivery depends on your reputation, which is attached to your IPs and domains.

Please note that there might be different types of setups where you can either influence these things or not:

• If you’re **running your own server **(or VPS – virtual private server) or a bunch of servers with Plesk for shared hosting with WHMCS, you have full influence and control about the following settings.
• If you’re an **end customer or reseller **of a service provider or hoster using Plesk, unfortunately only your hosting provider can do these modifications for you. In case you want to regain control of your environments, it’s time to move your shared hosting account to your own VPS!
• If you run Plesk on one of the hyperscale cloud providers such as DigitalOcean, Linode, AWS/Lightsail, Azure, or Google, your default email / SMTP (Port 25 or not) might be blocked on the infrastructure level. If that’s the case, you might need to contact their support to unblock it. In addition, also check that you’re receiving a reverse DNS entry for your IP that is required for operating an email server properly.

The two key-factors that we can influence are:

**1. Ensure other servers can distinguish **between genuine email coming from your server and spam coming from other servers, pretending to come from your server. If you don’t, a spammer can burn your hard-earned reputation while delivering their spam.

You can ensure this by enabling DKIM/DMARC and SPF protection in Plesk under “Server-Wide Mail Settings”.

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