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Make sure that the emails Firmhouse sends on your behalf are being delivered to your customers.

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First setup your custom sending domain for email

Before improving deliverability, you need to configure the emails that Firmhouse sends on your behalf. See Email From and Reply To Addresses for instructions on setting up your custom sending domain.

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Three DNS records needed

To improve the email delivery of the notifications that Firmhouse sends from your custom domain, these DNS records need to be applied: SPF, DKIM & DMARC. When the sending email address is notification@subs.example.com, the following changes are needed:

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SPF

SPF is a TXT record on the subs.example.com domain. Firmhouse will provide you with the value of that TXT record.

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DKIM

DKIM is also a TXT record of which Firmhouse will provide the name and value. It will probably look like default._domainkey.subs.example.com.

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DMARC

This record, also a TXT record, will have to be added on _dmarc.subs.example.com. The most basic value should be: 
v=DMARC1; p=none;
You can also set up to receive delivery reporting. For more info on this, check the DMARC documentation.