Summary
Learning email deliverability basics encompasses technical configurations like SPF, DKIM, and DMARC authentication, alongside strategic practices focused on sender reputation and subscriber engagement. Key resources include industry guides, ESP documentation, and expert insights. Essential strategies involve maintaining list hygiene through regular cleaning, segmenting audiences for tailored content, gradually warming new IP addresses, and vigilantly monitoring sender reputation metrics. Avoiding spam triggers, implementing double opt-in, and continuously A/B testing are vital for sustained deliverability success. Monitoring deliverability through seed lists and understanding the complexities of sender reputation with ISPs is key to long term success.
Key findings
- Authentication Protocols: SPF, DKIM, and DMARC are fundamental for verifying email origin and protecting against spoofing.
- List Management: Consistent list cleaning, segmentation, and double opt-in processes improve engagement and sender reputation.
- Sender Reputation: Sender reputation is assessed through various factors by ISPs. Regular monitoring is essential.
- Engagement Metrics: Open rates, click-through rates, and minimal spam complaints are critical indicators of deliverability.
- IP Warming: Gradually increasing sending volume from a new IP helps build a positive reputation.
- Seed Lists: Seed lists are used to monitor inbox placement and identify deliverability issues.
Key considerations
- Technical Implementation: Properly configure SPF, DKIM, and DMARC based on technical specifications.
- Content Optimization: Avoid spam trigger words and optimize content through A/B testing to enhance engagement.
- ESP Selection: Select a reputable ESP with robust deliverability infrastructure and policies.
- Monitoring and Adaptation: Continuously monitor deliverability metrics and adapt strategies based on feedback and performance.
- Subscriber Experience: Prioritize a positive subscriber experience by offering clear unsubscribe options and delivering relevant content.
What email marketers say
13 marketer opinions
Learning email deliverability basics involves understanding technical aspects like email authentication (SPF, DKIM, DMARC), as well as strategic practices. Key resources include guides from ESPs like SendGrid and Mailjet, along with industry experts like those at Email on Acid, Litmus, and Campaign Monitor. Core strategies include list hygiene, segmentation, IP warming, engagement monitoring, and avoiding spam triggers. The focus is on building a positive sender reputation and ensuring subscribers genuinely want to receive your emails.
Key opinions
- Authentication: SPF, DKIM, and DMARC are critical for verifying email authenticity and preventing spoofing.
- List Hygiene: Regularly cleaning your email list by removing inactive subscribers and bounces improves sender reputation.
- Segmentation: Segmenting lists allows for more targeted content, improving engagement and deliverability.
- Sender Reputation: Monitoring sender reputation through tools like Google Postmaster Tools is essential.
- Engagement: Factors like open rates, click-through rates, and low spam complaints are key to positive deliverability.
- Resources: Deliverability Inferno and whitepapers by Trendline provide a good foundation.
Key considerations
- IP Warming: Gradually increase sending volume with a new IP address to establish a positive reputation.
- Spam Triggers: Avoid using spam trigger words in your emails.
- Double Opt-in: Implement double opt-in to ensure subscribers want to receive your emails.
- A/B Testing: Use A/B testing to optimize email elements and improve engagement.
- ESP: Choose a reputable Email Service Provider (ESP) with strong deliverability practices.
Marketer view
Marketer from Email Geeks suggests grabbing copies of _Deliverability Inferno_ by <@U6A8DAAP6>, as it covers the basics well and gives the bigger picture of how content and engagement matter, not just the technical stuff.
14 Oct 2023 - Email Geeks
Marketer view
Email marketer from Reddit explains that monitoring sender reputation is important and using tools like Google Postmaster Tools and Sender Score can help see sender reputation.
4 Apr 2023 - Reddit
What the experts say
2 expert opinions
Understanding email deliverability involves monitoring inbox placement using seed lists and recognizing that sender reputation is a complex assessment by ISPs based on various data points, not just a single score.
Key opinions
- Seed Lists: Seed lists are used to monitor email deliverability by tracking inbox placement.
- Sender Reputation: Sender reputation is a multi-faceted assessment by ISPs based on various data points regarding email sending practices.
Key considerations
- Monitoring: Regularly monitor seed list performance to identify deliverability issues.
- Holistic Approach: Focus on improving various aspects of your email sending practices to build a strong sender reputation.
Expert view
Expert from Word to the Wise explains that your sender reputation is not one single score, but a collection of data points that ISPs use to judge the quality and trustworthiness of your email sending practices.
5 Apr 2025 - Word to the Wise
Expert view
Expert from Word to the Wise explains that a seed list is a list of email addresses used to monitor email deliverability. These addresses are placed on various email lists and the resulting inbox placement is tracked to assess deliverability performance.
8 Nov 2023 - Word to the Wise
What the documentation says
4 technical articles
Improving email deliverability requires implementing email authentication protocols such as SPF, DKIM, and DMARC. These protocols help verify the sender's identity and protect against email spoofing and phishing. Additionally, monitoring domain reputation via tools like Google Postmaster Tools and avoiding unsolicited email are essential.
Key findings
- SPF: Sender Policy Framework (SPF) authorizes sending mail servers to send email on behalf of your domain.
- DKIM: DomainKeys Identified Mail (DKIM) signs emails, verifying their authenticity and integrity.
- DMARC: Domain-based Message Authentication, Reporting & Conformance (DMARC) protects against email spoofing and phishing attacks.
- Domain Reputation: Monitoring domain reputation via Google Postmaster Tools provides insights into deliverability issues.
Key considerations
- Implementation: Properly implement SPF, DKIM, and DMARC according to their technical specifications.
- Unsolicited Email: Avoid sending unsolicited email to maintain a good sender reputation.
Technical article
Documentation from RFC explains the technical specifications of Sender Policy Framework (SPF) and how to create SPF records to authorize sending mail servers.
29 Mar 2025 - RFC
Technical article
Documentation from Google Workspace Admin Help explains that you should set up SPF, DKIM, and DMARC records. Also, avoid sending unsolicited email, and monitor your domain's reputation through Google Postmaster Tools.
23 Mar 2024 - Google Workspace Admin Help
How can email deliverability be explained simply to non-technical audiences like legal professionals?
What are some good resources for learning about SPF, DKIM, and DMARC?
What are the best online resources to learn about email deliverability?
What are the best online training resources for email deliverability?
What are the best resources and first steps for someone starting to learn about email deliverability?
What are the best resources for learning about email deliverability?
What are the best resources for learning about email deliverability?
What are the best resources for learning about email deliverability?
