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Email Deliverability Checklist

Great emails are worthless in the spam folder. This checklist walks you through the technical setup, sender reputation and list habits that get you into the inbox — and keep you there. Tick items off, then Print → Save as PDF.

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1 Authenticate your domain

Phase 1 · Technical foundation

Use a custom sending domainSend from yourdomain.com, never a free @gmail/@outlook address, for business email.
Publish an SPF recordAdd a TXT record authorising your email platform's servers to send for your domain (use the exact value they give you).
Set up DKIM signingAdd the DKIM keys/CNAMEs from your provider so receivers can verify the message wasn't tampered with.
Add a DMARC policyStart at p=none to monitor, then move to quarantine/reject once SPF and DKIM align.
Verify alignmentSend a test to a Gmail account and check "Show original" — SPF, DKIM and DMARC should all say PASS.

2 Warm up the sending domain

Phase 2 · Reputation

Start with engaged contactsEmail your most active subscribers first; their opens build positive reputation.
Ramp volume graduallyIncrease send volume over days/weeks, not all at once, especially on a new domain.
Keep a consistent scheduleRegular, predictable sending beats sporadic large blasts.
Don't reuse a burned domainIf a domain has a bad history, consider a fresh subdomain (e.g. mail.yourdomain.com).

3 Keep your list clean

Phase 3 · List hygiene

Use confirmed/double opt-inOnly email people who actually asked to hear from you. Never buy lists.
Verify new addressesRun new sign-ups through validation to catch typos and traps before sending.
Remove hard bounces immediatelyRepeatedly mailing dead addresses tanks your reputation.
Sunset inactive subscribersRe-engage or remove people who haven't opened in 3-6 months.
Make unsubscribing easyA clear one-click unsubscribe beats people hitting "spam" — which hurts far more.

4 Avoid spam triggers in content

Phase 4 · Content & format

Balance text and imagesDon't send a single big image; include real text so filters can read it.
Limit risky words and ALL CAPSAvoid spammy phrasing, excessive punctuation and "FREE!!!" style subject lines.
Use a recognisable from-nameConsistent sender name and address build familiarity and trust.
Include a physical addressRequired by anti-spam law (CAN-SPAM) and a trust signal in the footer.
Check links and domainsNo shady link shorteners or domains with poor reputation; test for broken links.

5 Monitor and maintain

Phase 5 · Ongoing

Watch your open/bounce/spam ratesRising bounces or complaints are early warnings — act before deliverability drops.
Read DMARC reportsThey reveal who's sending as your domain and whether auth is passing.
Check blocklistsPeriodically confirm your domain/IP isn't on a major blocklist.
Test placement before big sendsUse a seed/inbox-placement test to see Gmail/Outlook/Apple placement first.

Golden rule: deliverability is mostly reputation. Send wanted email to people who open it, remove those who don't, and the inbox takes care of itself.

Platforms that help you reach the inbox

A good email platform handles SPF/DKIM setup, list hygiene tools and reputation monitoring for you. These are strong options; links go to each official site. Confirm current features and pricing.

Affiliate disclosure: some links below are affiliate links — if you buy through them we may earn a commission at no extra cost to you.

AWeberKnown for deliverability KitCreators GetResponseAll-in-one BeehiivNewsletters ActiveCampaignAutomation

Related email tools: Email ROI calculator · Which email platform? quiz · Subject line tester

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