What are the best books and resources to learn about email deliverability?

Key findings

• Foundational Books: Highly-rated books like 'Email Deliverability Explained' and 'Deliverability Inferno' are recommended as excellent primers for beginners to grasp core concepts.
• Online Guides: Many email service providers and industry experts offer free deliverability guides that serve as practical introductions to the subject.
• Blogs for Current Info: Specialized blogs provide ongoing updates and deeper dives into technical aspects and industry changes, making them essential for staying current. This is particularly useful for understanding topics like how email deliverability works today.
• Expert Series: Webinars and expert series from industry leaders can offer valuable insights and practical tips on specific deliverability challenges.

Key considerations

• Holistic Learning: Combine structured learning from books with dynamic, real-time insights from blogs and online guides for a comprehensive understanding. For more suggestions, consider exploring recommended online resources.
• Beyond Marketing: Some resources focus on email marketing, but for pure deliverability, seek out content specifically addressing technical mechanisms and ISP relations. For a deeper dive, The Complete Email Deliverability Handbook can be a valuable starting point.
• Review Content Regularly: The email landscape changes rapidly. What was true a year ago might not be accurate today, especially concerning evolving spam filtering techniques and why emails go to spam.
• Author Expertise: Prioritize resources from authors or organizations with a proven track record and deep expertise in email deliverability.

Key opinions

• Practical Guides are Gold: Marketers frequently express a desire for concrete, step-by-step guides that they can immediately apply to their email programs.
• Focus on Results: The primary goal is often to understand how to ensure emails reach the inbox, reduce spam folder placement, and improve engagement metrics.
• Accessibility Matters: Resources that simplify technical jargon and make deliverability concepts easy to understand for non-technical marketers are highly valued.
• Community Insights: Discussions within marketing communities (like the Email Geeks Slack) are seen as valuable for getting direct recommendations and real-world feedback on resources.

Key considerations

• Beyond Books: While books provide a strong foundation, marketers should also explore blogs, webinars, and online courses for the most up-to-date strategies and techniques.
• Actionable Advice: Look for resources that not only explain the 'what' but also the 'how' for improving deliverability, including how to diagnose issues.
• Vendor Resources: Many email service providers (ESPs) offer extensive knowledge bases and guides on deliverability, which can be tailored to their platforms. It's also helpful to look into guides on email marketing deliverability basics.
• Staying Updated: Given the dynamic nature of email deliverability, marketers should commit to continuous learning and regularly revisit key resources or seek new ones.

Key opinions

• Start with Primers: Experts consistently recommend specific books and introductory guides as solid starting points for anyone looking to enter the deliverability field.
• Blogs are Essential: Maintaining a subscription to authoritative blogs (like Word to the Wise or SpamResource) is crucial for staying informed about daily changes and advanced topics.
• Community Engagement: Interacting with other professionals and experts in forums or groups provides practical insights and diverse perspectives on common deliverability challenges.
• Technical Foundations: A deep understanding of how DMARC, SPF, and DKIM work is seen as indispensable.

Key considerations

• Continuous Learning: Given the dynamic nature of email, what is current today may not be tomorrow. Regular review of recent posts and updates is necessary.
• Diverse Sources: Relying on a variety of expert voices and platforms ensures a well-rounded perspective, especially when trying to improve IP and domain reputation.
• Archive Exploration: Some experts advise delving into blog archives for historical context and a deeper understanding of deliverability trends and root causes.
• Beyond Theory: While theory is important, practical application and troubleshooting, such as insights from Word to the Wise, are critical for real-world success.

Key findings

• Authentication is Mandatory: Documentation consistently emphasizes the necessity of implementing SPF, DKIM, and DMARC for sender authentication and fraud prevention.
• Reputation is Key: ISPs (Internet Service Providers) detail how sender reputation is built and maintained through consistent good sending practices, low complaint rates, and positive engagement.
• Content Guidelines: Guidelines often specify formatting, content best practices, and links to avoid triggering spam filters.
• List Management: Official resources stress the importance of maintaining clean, engaged subscriber lists and promptly processing opt-outs.

Key considerations

• Regular Updates: ISP documentation, such as that provided by Mailchimp, is updated frequently to reflect new anti-spam measures and industry standards. Senders should consult it regularly.
• Comprehensive Coverage: Documentation provides detailed insights into various aspects of deliverability, from DNS lookups and SPF records to bounce handling.
• Tailored Advice: While general best practices apply, some documentation offers specific advice for optimizing delivery to particular email clients, such as Outlook.
• Preventative Measures: Documentation often includes recommendations for proactive measures, such as optimizing email deliverability through list management, to prevent issues before they arise.