Email Deliverability Checklist

Add an SPF TXT record to authorize your sending servers. Only one SPF record per domain.

Enable DKIM signing with at least 1024-bit keys (2048-bit recommended) for all sending services.

Start with p=none for monitoring, then progress to quarantine and reject over time.

Set up a custom bounce domain that aligns with your From domain for SPF alignment.

Display your brand logo in supported inboxes. Requires DMARC enforcement policy.

Use a dedicated IP for 100k+ monthly sends, or ensure your ESP uses reputable shared IPs.

Gradually increase volume over 4-8 weeks for new IPs or domains before full sending.

Ensure your mail server supports TLS for encrypted email transmission.

Your sending IP should have a valid PTR record that resolves back to your domain.

Register with major ISP feedback loops (Yahoo, Outlook, etc.) to receive spam complaint data.

Verify email addresses with a confirmation email before adding to your list.

Check email syntax, domain MX records, and disposable email providers at signup.

Remove or re-engage subscribers who haven't opened in 6-12 months. Run quarterly.

Remove hard bounces immediately. Remove soft bounces after 3 consecutive failures.

Immediately unsubscribe anyone who marks your email as spam. Keep complaint rate under 0.1%.

Only send to subscribers who explicitly opted in to receive your emails.

Include a visible, one-click unsubscribe link. Add List-Unsubscribe headers.

Required by CAN-SPAM. Include your company's physical address in the email footer.

Include a plain text alternative for HTML emails. Helps with deliverability and accessibility.

Avoid image-only emails. Use at least 60% text and 40% images. Always include alt text.

Use the same From name and email address consistently. Avoid generic addresses like noreply@.

Avoid ALL CAPS, excessive punctuation, and misleading subjects. Keep under 50 characters.

Check major blacklists (Spamhaus, Barracuda, SORBS) weekly or use automated monitoring.

Review aggregate DMARC reports regularly to identify unauthorized senders and auth failures.

Monitor bounce rate (<2%), complaint rate (<0.1%), open rate, and inbox placement rate.

Periodically test inbox vs spam folder placement across major providers (Gmail, Outlook, Yahoo).