Email Deliverability Checklist

A quick checklist for email deliverability.

S.N Item Subitem Checklist
1 Check the IP addresses of SMTP servers for blacklisting
2 Check the sending domain for blacklisting
3 Set the SPF record
4 Set the DKIM
5 Set the DMARC
6 Set the PTR / rDNS for sending IP address
7 Set A record for sending domain/sub-domain
8 Signup for Google postmaster tools
9 Signup for Microsoft’s SNDS programme
10 Signup for Feedback loop with major ESPs (Yahoo, AOL, Fastmail,Synacor, Comcast, Fastmail, Excite, Rackspace, Telenor, Zoho)
11 Setup postmaster and abuse mail boxes to receive feedback loop emails
12 Public whois record (Good Practice)
13 Privacy policy on website (Good Practice)
14 IP Warmup for atleast 10-15 days
15 Check the score at https://www.mail-tester.com/ and fix any reported issues.
16 Run a test campaign with https://glockapps.com/ and fix any reported issues
17 The Email Subject Line
Is not deceptive.
Has a limited amount of special characters, or none.
Is not using ALL CAPS, even for a couple of words.
Is not using any words that might trigger a spam filter.
Is not using excessive punctuation!!!
Is not using “RE:” or “FW:” at the beginning of the subject line.
18 The Email Message
Does not have any known spam trigger words.
Includes an unsubscribe link (consider putting one both at the top and in the footer of your emails).
Has limited links. Aim for 3-5 links – no more.
Has no attachments.
Includes the postal address of the company
19 Customer unsubscription mechanism in place
20 Adjust your SMTP server for various ESP server’s hourly/daily receiving limits
21 If you are using an emailing application, go through all the headers which this application might insert and get rid of everything which is unnecessary
22 Email list is cleaned and scrubbed. Remove spam traps, inactive users, old email addresses.