What are the best resources for learning about email deliverability basics?

Key findings

• Foundational Guides: Many email service providers (ESPs) and marketing platforms offer '101' guides covering basic deliverability concepts.
• Comprehensive Books: Specialized books provide in-depth understanding beyond what free online resources typically offer. One example is 'Deliverability Inferno'.
• Whitepapers & Playbooks: Specific whitepapers often dive into niche areas like B2B versus B2C deliverability. Consider the B2C Deliverability Guide for a deep dive.
• Podcast & Webinars: Audio and video content can offer accessible learning, particularly for those who prefer listening or visual explanations. Many experts host webinars and podcasts.
• Community Insights: Online forums and communities are invaluable for practical advice and real-world problem-solving.

Key considerations

• Audience Specificity: Some resources focus on B2B, others on B2C. Choose resources that align with your email program's nature.
• Technical vs. Strategic: Determine if your team needs to understand technical aspects (like SPF, DKIM, DMARC) or broader engagement and content strategies. For technical specifics, consider resources on implementing DMARC and BIMI.
• Regular Updates: Email deliverability is constantly evolving. Prioritize resources that are regularly updated to reflect the latest ISP changes and best practices.
• Practical Application: Look for resources that offer actionable steps and not just theoretical knowledge.
• Holistic View: The best resources will connect deliverability to broader email marketing success, including content, engagement, and list hygiene.

Key opinions

• Basic Understanding: Marketers frequently seek foundational resources that explain deliverability in simple, easy-to-digest terms for new team members.
• Actionable Best Practices: They prioritize guides and tips that offer concrete steps to improve inbox placement and campaign performance, such as those found in EmailTooltester's deliverability best practices guide.
• Avoiding Spam: A common concern is ensuring emails avoid spam folders, leading to interest in content and list hygiene recommendations. This is often covered in discussions about best practices for avoiding spam filters.
• Engagement Metrics: Many marketers look for resources that highlight the connection between engagement (opens, clicks) and deliverability.

Key considerations

• Accessibility: Resources should be easy to understand for those new to the field, avoiding overly technical jargon.
• Practical Application: Content that provides clear, actionable steps for improving campaign performance is highly valued.
• Holistic Approach: Marketers appreciate resources that link deliverability to overall email marketing success, including content strategy and audience segmentation.
• Reputation Management: Understanding how to manage and improve sender reputation is a frequent topic of interest.

Key opinions

• Book Recommendations: Several experts endorse specific books, like 'Deliverability Inferno', for their comprehensive coverage of email deliverability basics and the broader picture.
• Vendor Guides: Experts frequently point to 101 guides published by reputable email service providers and deliverability vendors (e.g., SendGrid, Dotdigital) as good starting points.
• Specialized Whitepapers: For specific contexts, experts suggest whitepapers, such as Trendline Interactive's B2B Deliverability Guide.
• Podcast Learning: Podcasts that cover email marketing broadly, including deep dives into deliverability, are recommended for continuous learning.
• Engagement Focus: Experts consistently emphasize that engagement metrics and understanding subscriber behavior are critical components of good deliverability.

Key considerations

• Breadth of Knowledge: A good deliverability resource should cover not only technical aspects but also content, list hygiene, and engagement strategies.
• Reliability of Source: Always consider the credibility of the source. Experts often recommend established industry voices or well-known organizations.
• Practical Relevance: Look for resources that offer practical solutions and real-world examples rather than just theoretical concepts. For example, knowing what email validation tools are recommended can be highly practical.
• Continuous Learning: Deliverability is a dynamic field, so resources that encourage ongoing education and updates are preferred.
• Technical Depth: While introductory, some resources should offer paths to deeper technical understanding for those who need it, such as detailed guides on SPF records and subdomain usage.

Key findings

• Authentication Standards: Documentation consistently emphasizes the importance of implementing SPF, DKIM, and DMARC for sender authentication and anti-spoofing.
• Compliance with RFCs: Adherence to RFCs (Request for Comments) ensures interoperability and compliance with established internet standards for email.
• Sender Reputation: ISPs and email providers detail how they assess sender reputation, often based on complaint rates, bounce rates, and engagement.
• List Management: Official guides stress the necessity of permission-based sending and regular list cleaning to avoid spam traps and inactive addresses.
• Content Guidelines: Many postmaster sites provide guidelines on email content to avoid triggering spam filters.

Key considerations

• Technical Depth: Documentation can be highly technical, requiring a basic understanding of networking and DNS. For a deeper dive into these topics, review DNS lookups, SPF records, and subdomain usage.
• ISP-Specific Policies: While general standards exist, individual ISPs (like Gmail, Outlook) have their own specific postmaster guidelines that should be consulted.
• Evolving Standards: Email standards and ISP policies evolve. Referencing the most current documentation is essential. For example, recent changes by Orange.fr Postmaster can impact senders.
• Error Troubleshooting: Documentation often provides specific error codes and troubleshooting steps for common deliverability issues.
• Security Focus: A significant portion of documentation focuses on security measures to combat spam and phishing.