Summary
An email deliverability checklist should encompass a wide array of factors, including email authentication (SPF, DKIM, DMARC), list hygiene (double opt-in, regular cleaning), sender reputation monitoring, engagement tracking (bounce rates, spam complaints), consistent sending practices, and adherence to compliance regulations (CAN-SPAM). It should also address PII handling, origin of email addresses, recipient expectations, sending tempo, unsubscription process, reply handling, and DMARC report monitoring. Considerations extend to warming up IPs, using dedicated IPs, segmenting lists, creating engaging content, utilizing a familiar 'From' address, tracking data leaks, and regularly checking blocklists. Proper organizational responsibility for email management is also vital.
Key findings
- Authentication is Key: Email authentication (SPF, DKIM, DMARC) is universally emphasized for verifying sender legitimacy and preventing spoofing.
- List Hygiene Matters: Maintaining a clean and engaged email list is crucial for reducing bounce rates, spam complaints, and improving deliverability.
- Sender Reputation Counts: Monitoring and managing sender reputation is essential as it directly impacts email placement in inboxes.
- Engagement Drives Deliverability: Subscriber engagement (opens, clicks) positively influences deliverability, while negative engagement (spam complaints) harms it.
- Compliance is Non-Negotiable: Adherence to email marketing regulations like CAN-SPAM is mandatory and directly affects deliverability.
Key considerations
- Warm-Up IPs Carefully: Gradually warm up new IP addresses to establish a positive sending reputation.
- Segment for Relevance: Segment email lists to send targeted content and increase engagement.
- Monitor DMARC Reports: Regularly monitor DMARC reports to identify and resolve authentication issues.
- Track Data Leaks: Use tools like '+' tagging to monitor where email addresses are being shared and identify potential data leaks.
- Organizational Oversight: Establish clear responsibility for email deliverability across the organization.
- Monitor Blocklists: Consistently check to ensure IPs and domains are not on any blocklists.
- Handle PII Responsibly: Implement strong data protection practices for Personally Identifiable Information.
What email marketers say
9 marketer opinions
An email deliverability checklist should include email authentication (SPF, DKIM, DMARC), list hygiene (cleaning lists regularly and using double opt-in), sender reputation monitoring, engagement tracking (bounce rates, spam complaints, feedback loops), consistent sending practices, and CAN-SPAM compliance. Other considerations include warming up new IPs, using a dedicated IP address, segmenting lists, creating engaging content, and using a familiar 'From' name and address. Some marketers even use '+' tagging to track data leaks.
Key opinions
- Authentication: Email authentication (SPF, DKIM, DMARC) is crucial for proving your emails are legitimate and not spam.
- List Hygiene: Maintaining a clean email list with double opt-in reduces bounce rates and spam complaints.
- Sender Reputation: Monitoring and improving your sender reputation is important, as it impacts whether email providers trust your messages.
- Engagement: Tracking engagement metrics like bounce rates, spam complaints, and feedback loops helps identify and address deliverability issues.
- Consistent Sending: Consistent sending practices and avoiding sudden volume increases can improve deliverability.
Key considerations
- IP Warming: Warm up new IPs gradually to establish a positive sending reputation.
- Dedicated IP: Consider using a dedicated IP address for greater control over your sender reputation.
- Segmentation: Segment your email lists to send more targeted and relevant content.
- Content Engagement: Create engaging content to improve subscriber interaction and reduce spam complaints.
- Familiar From: Use a familiar 'From' name and address to build trust with subscribers.
- Tracking: Use '+' tagging to track where emails are shared to identify potential data leaks.
- Compliance: Always maintain CAN-SPAM compliance.
Marketer view
Marketer from Email Geeks shares that they use '+' tagging to track where email addresses are being shared and identify potential data leaks.
16 Aug 2023 - Email Geeks
Marketer view
Email marketer from Sendinblue Blog shares a number of email deliverability checklist items, which include checking your sender reputation, authenticating your email (SPF, DKIM, DMARC), segmenting your lists, cleaning your lists regularly, monitoring bounce rates and feedback loops, and avoiding spam trigger words.
15 Feb 2023 - Sendinblue Blog
What the experts say
4 expert opinions
An effective email deliverability checklist should incorporate checks for email address origin and audit trails, confirming recipient expectations, managing sending tempo, ensuring compliant and tested unsubscription processes, handling replies appropriately, verifying website information in the From: header, monitoring DMARC reports, overseeing Personally Identifiable Information (PII) responsibly, establishing organizational email oversight, complying with CAN-SPAM regulations, and monitoring blocklists. These measures collectively safeguard against misuse of data, compliance breaches, and spam-related issues, thus fostering better email deliverability.
Key opinions
- Data Governance: Understanding the source and maintaining an audit trail for email addresses is crucial for compliance and deliverability.
- Recipient Expectation: Ensuring recipients expect and want your emails is essential for avoiding spam complaints and maintaining a good sender reputation.
- Compliance: Compliance with regulations like CAN-SPAM is not just a legal requirement, but also a key factor in deliverability.
- PII Handling: Responsible management of Personally Identifiable Information (PII) is directly linked to deliverability, as data misuse can lead to blacklisting and reputational damage.
- Blocklist Monitoring: Regularly checking blocklists to ensure your sending IPs or domains are not listed is critical for avoiding delivery failures.
Key considerations
- Unsubscription Process: Implementing and testing an effective, compliant unsubscription process is vital for respecting recipient preferences and avoiding legal penalties.
- Reply Handling: Managing replies appropriately and having a system for addressing recipient concerns can improve engagement and reduce spam complaints.
- DMARC Reporting: Monitoring DMARC reports helps identify and address authentication issues that could negatively impact deliverability.
- Organizational Responsibility: Assigning internal responsibility for email across the organization ensures consistent policies and practices that support deliverability.
- Sending Tempo: Maintaining a reasonable sending tempo helps to avoid being flagged as a spammer.
Expert view
Expert from Word to the Wise answers questions about whether a CAN-SPAM demand can be the basis of a legal claim. Suggests including CAN-SPAM compliance in your deliverability checklist.
16 Sep 2021 - Word to the Wise
Expert view
Expert from Spamresource mentions checking blocklists and other things. Suggests including those types of checks on your checklist
27 May 2025 - Spamresource
What the documentation says
5 technical articles
An effective email deliverability checklist, according to technical documentation, should encompass email authentication using SPF, DKIM, and DMARC to verify sender legitimacy. Maintaining a clean email list, providing easy unsubscribe options, and segmenting campaigns are essential. Monitoring sender reputation, keeping spam rates low, and avoiding sudden sending volume increases are also vital. Regular checks of blocklists and feedback loops, along with honoring unsubscribe requests, further contribute to improved deliverability and prevent emails from being marked as spam.
Key findings
- Email Authentication: SPF, DKIM, and DMARC authentication are critical for verifying sender identity and preventing spoofing.
- List Management: Maintaining a clean and segmented email list reduces bounce rates and increases engagement.
- Reputation Monitoring: Regularly monitor sender reputation to identify and address any issues impacting deliverability.
- Spam Rate Control: Keeping spam rates below the recommended threshold (e.g., 0.10% for Gmail) is essential for avoiding penalties.
Key considerations
- Unsubscribe Process: Provide an easy and accessible unsubscribe option to comply with regulations and maintain a positive sender reputation.
- Sending Volume: Avoid sudden increases in email sending volume to prevent triggering spam filters.
- Blocklist Checks: Regularly check if your sending IPs or domains are listed on any blocklists.
- Feedback Loop Monitoring: Monitor feedback loops to identify and address recipient complaints or issues with your email program.
- RFC Compliance: Comply with RFC standards for SPF records to properly authorize sending mail servers.
Technical article
Documentation from Google Workspace Admin Help explains that to prevent your mail to Gmail users from being blocked, you should authenticate your email with SPF, DKIM, and DMARC. Ensure that sending IP or domain is not listed on any blocklists. Keep spam rates reported in Postmaster Tools below 0.10% and avoid sudden email sending volume increases.
21 Jan 2025 - Google Workspace Admin Help
Technical article
Documentation from Mailjet Resources explains that to ensure high email deliverability, you should maintain a clean email list, authenticate your email, monitor your sender reputation, provide an easy unsubscribe option, and segment your email campaigns.
15 Dec 2024 - Mailjet Resources
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