Skip to main content

Email Best Practices

Good deliverability starts before the first send. Mailbox providers evaluate identity, consent, engagement, complaint rates, bounce rates, and sending consistency.

Baseline rules​

  • Send only from verified domains.
  • Use SPF, DKIM, and DMARC alignment.
  • Start new domains at controlled volume.
  • Do not send to purchased or scraped lists.
  • Remove hard bounces and suppressed recipients.
  • Honor unsubscribes quickly.
  • Keep complaint rates low.
  • Monitor delivery, bounce, delay, and complaint metrics.

Message quality​

Every production message should have:

  • A clear sender identity.
  • A subject line that matches the content.
  • A plain-text body.
  • Valid HTML.
  • Working links.
  • A purpose that matches recipient consent.

Operational loop​

  1. Send at controlled volume.
  2. Watch bounce, delay, complaint, and engagement metrics.
  3. Pause if a domain or mailbox provider degrades.
  4. Inspect DNS, list source, content, and recent volume changes.
  5. Resume gradually after the issue is understood.