Email Deliverability Checklist

- **SPF (Sender Policy Framework)**: Add a TXT record to your DNS that specifies which mail servers are authorized to send email on behalf of your domain

• DKIM (DomainKeys Identified Mail): Enable DKIM signing through your email provider to cryptographically verify emails came from your domain
• DMARC (Domain-based Message Authentication): Set up a DMARC policy that tells receiving servers what to do with unauthenticated emails. Start with p=none for monitoring, then move to p=quarantine
• Custom tracking domain: Set up a custom domain for link tracking instead of using shared tracking domains
• Verify all records: Use tools like MXToolbox or Google Admin Toolbox to confirm all DNS records are properly configured

- **Dedicated sending domain**: Purchase a separate domain for cold outreach (e.g., if your main domain is company.com, use trycompany.com or getcompany.com)

• Multiple sending domains: Set up 2-3 sending domains to distribute volume and reduce risk
• Separate mailboxes: Create individual email accounts (not aliases) for each sender
• Warmup period: Plan for 2-4 weeks of gradual warmup before launching campaigns
• Warmup tool: Use an automated warmup service to build sender reputation with realistic email exchanges
• Daily sending limits: Start at 5 emails/day during warmup, gradually increase to 30-50/day per mailbox

- **SMTP settings**: Configure your sending platform with proper SMTP credentials

• Sending schedule: Set up sending windows during business hours (8am-6pm recipient timezone)
• Rate limiting: Configure delays between emails (minimum 60-90 seconds between sends)
• Reply handling: Ensure replies route to the correct inbox and are monitored
• Bounce handling: Configure automatic removal of hard bounces from future sends

- **Bounce rate**: Should be under 3%. Investigate immediately if it spikes above 5%

• Spam complaints: Monitor for any spam reports. Even 1-2 complaints per thousand emails is a warning sign
• Reply monitoring: Respond to all replies within 4 hours during business hours
• Warmup tool status: Ensure warmup emails are still flowing normally

- **Open rate trends**: Track week-over-week changes. A declining open rate often indicates deliverability issues

• Domain reputation: Check Google Postmaster Tools and Microsoft SNDS for reputation scores
• Blacklist check: Scan your sending IPs and domains against major blacklists (Spamhaus, Barracuda, etc.)
• Sending volume review: Ensure you haven't exceeded recommended daily limits
• Content analysis: Review any emails that generated spam complaints

- **Full DNS audit**: Re-verify SPF, DKIM, and DMARC records are intact and correct

• Domain health score: Use domain reputation tools to get an overall health assessment
• List hygiene: Clean your contact lists by removing bounces, unsubscribes, and non-engagers
• Infrastructure review: Assess whether you need additional sending domains or mailboxes
• Warmup reassessment: Determine if any mailboxes need re-warming after periods of inactivity

- **Spam trigger words**: Minimize use of words like "free," "guarantee," "act now," "limited time"

• Excessive links: Keep to 1-2 links maximum per email
• Image-heavy emails: Use plain text or minimal formatting. Avoid images in cold outreach
• HTML formatting: Avoid heavy HTML templates. Plain text performs better
• Large attachments: Never include attachments in cold emails
• URL shorteners: Avoid bit.ly and similar services — they trigger spam filters
• ALL CAPS: Never use all-caps in subject lines or body copy
• Exclamation marks: Limit to zero or one per email

- **Plain text format**: Simple, conversational emails that look like they were written by a real person

• Personalization tokens: Include the prospect's name, company, or other relevant details
• Clear sender identity: Use a real name, title, and company in your signature
• Unsubscribe option: Include a way for recipients to opt out (required by CAN-SPAM)
• Physical address: Include a physical mailing address in your signature
• Mobile-friendly formatting: Short paragraphs, 2-3 sentences each

**Problem: Sudden drop in open rates**

• Check domain and IP reputation scores
• Scan blacklists for your sending domains
• Verify DNS records haven't been altered
• Review recent content changes that may have triggered filters
• Pause campaigns and re-warm if necessary

**Problem: High bounce rate**

• Verify your contact data source and quality
• Run email verification on your list before sending
• Remove role-based emails (info@, sales@, etc.)
• Check if your sending domain has been blacklisted

**Problem: Emails going to spam in Gmail**

• Check Google Postmaster Tools for domain reputation
• Reduce sending volume temporarily
• Improve engagement signals by targeting more responsive segments
• Review and simplify email content

**Problem: Emails going to spam in Outlook/Microsoft**

• Check Microsoft SNDS for IP reputation
• Submit your domain for Junk Mail Reporting Program (JMRP)
• Ensure proper authentication records
• Reduce links and formatting in emails

- Authentication (SPF, DKIM, DMARC) is non-negotiable — set it up before sending anything

• Use dedicated sending domains and never risk your primary domain
• Warmup is essential — rushing this step will damage your reputation
• Monitor deliverability daily and investigate any anomalies immediately
• Keep email content simple, personalized, and free of spam triggers
• Regular list hygiene prevents reputation damage from bad contacts