Subscription emails going to spam or not being received

Supr Bundles & Subscriptions sends transactional emails to your customers (subscription started, upcoming renewal, payment failed, and so on). If those emails land in spam, bounce, show as sent "via amazonses.com", or don't arrive at all, it's almost always an email authentication issue. This guide explains how to fix it.


Table of contents



1. Check which sender you are using


Go to Supr Bundles & Subscriptions > Settings > Notifications. You are sending either from Supr (subscriptions@super-simple.co) or from Your own email address.


If you are on the Supr sender, your emails are already authenticated by us and deliverability is out of your hands, so skip to section 3. If you send from your own address, section 2 is almost certainly your problem.


2. Set up email authentication (SPF, DKIM, DMARC)


Sending from your own address is not enough to be trusted. Emails go out on your behalf through our mailing service, so unless your domain carries the right authentication records (SPF, DKIM and DMARC) in its DNS, inbox providers cannot tell a genuine email from a forged one, and yours get filtered. Some inboxes, such as Gmail, show these emails as sent "via amazonses.com". If your domain publishes a strict DMARC policy (for example p=reject), they can be rejected outright and bounce, which is common with Hotmail and Outlook addresses.


The records are waiting for you in the app. Go to Settings > Notifications > Sender domain. It lists the exact records to add at your DNS provider (GoDaddy, Cloudflare, Shopify and so on), with a copy button on each. Add them, then click I updated the DNS records and leave the page open: it keeps checking and ticks off each record as it appears. Once the domain shows Authenticated, your emails are signed by your own domain and the "via amazonses.com" note goes away. Step by step: Sending from your own domain.


Already sending from an address you confirmed by email? That keeps working, so nothing is broken. But a confirmed address alone still leaves your emails signed by our mail servers rather than by your domain, which is exactly what spam filters act on. Authenticating the domain is the fix.


If your DNS is hosted by Shopify


Shopify automatically appends your domain to the name of a CNAME record. If you paste a full record name, it ends up as something.example.com.example.com and never resolves, so verification silently keeps failing.


Enter only the part of the record name before your domain, which is exactly what the Name column gives you. This trips up most merchants who host DNS at Shopify, so check it first if records look correct but verification will not complete.


If you already have an SPF record


Leave it as it is, and do not add our include to it. Our SPF record (v=spf1 include:amazonses.com ~all) goes on the bounce subdomain the page gives you, normally bounce.yourstore.com, next to the MX record. That is the address inboxes check SPF against for our emails, so a record on your domain itself never authorises them, even one that includes amazonses.com. The SPF record on your domain, and every sender in it, stays exactly as it is. If you or your IT team already added our include to it, that does no harm and you can leave it, but still add the TXT record on the bounce subdomain.


Only if the bounce subdomain already has an SPF record of its own does the page show an Update these existing records step, with the current value and a new one that keeps every sender it lists and adds ours. See If you already have an SPF record.


If your provider rejects the MX record


The MX value starts with a priority number, highlighted in the app, and the rest is the mail server. Most DNS providers want the priority in a field of its own, sometimes labelled Preference, so put 10 there and only the server name in the value. Pasting both into the value field is refused, usually with a message about an invalid mail server. See The MX record and its priority.


After adding the records, allow some time for DNS to propagate. Confirmation usually arrives within an hour and can take up to 72 hours. Then open any email under Customer notifications and click Send test to check it (test emails go to your store's email address). If you are still stuck, send us a screenshot of your DNS records and we will check them for you. If the domain does not reach Authenticated even though every record has its tick, see If the domain stays on Pending or shows Failed.


3. Other things to check


  • The notification is enabled: confirm the specific email is toggled on in Settings > Notifications > Customer notifications (or Staff notifications for emails to you).
  • Check spam/junk and "Promotions": ask the customer to look there and mark the message as "Not spam," which trains future delivery.
  • Correct customer email: verify the address on the contract is right.
  • Staff emails go to your store's contact email: if you are not receiving staff notifications, check the customer contact email set in your Shopify store settings.
  • Content: heavily styled HTML or lots of links can trip spam filters; keep custom email edits reasonable.


Common questions


  • Why do my emails say "via amazonses.com"?

You send from your own address but your domain is not authenticated yet. Add the records from Settings > Notifications > Sender domain and the note disappears once the domain shows Authenticated.

  • My emails bounce for Hotmail or Outlook customers.

Your domain most likely has a strict DMARC policy and is not authenticated yet. Authenticate it as described in section 2.

  • Which DNS records do I need?

Exactly the ones listed on the Sender domain page: three CNAMEs ending in _domainkey, one MX and one SPF TXT record on a bounce subdomain (not on your domain itself), and a DMARC record if you do not have one yet.

  • I don't want to deal with DNS. Is there another option?

Yes. Switch back to the Supr (subscriptions@super-simple.co) sender, which needs no setup. Your store name is still shown as the sender, but the email text and logo are then fixed to our defaults.

  • I sent a test email but did not receive it.

Test emails go to your store's email address, shown in the Send test window. Check that inbox's spam folder too.



Updated on: 09/29/2026

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