Introduction to Email Deliverability
  • Introduction
  • What is Email Deliverability
  • Why Email Deliverability is Important
  • The Golden Rule of Email Deliverability
  • High Level Overview
Spam, ISPs, and Blacklists
  • How Spam Filters Work
  • Who are ISPs
  • Who are Blacklists
  • Spam Traps
  • Legal Requirements for Email
  • CAN-SPAM
  • CASL
  • What do ISPs Look For
Sender Reputation
  • What is Sender Reputation?
  • Reputation Factors
  • Best Practices for Sender Reputation
  • Segmentation
  • Sunset Policy
  • Bounces
  • List Hygiene
  • Hygiene Factors
  • Email Verification Services
  • Monitor Blacklists
  • Email Monitoring Tools
Infrastructure
  • Infrastructure Factors
  • Sender Authentication
  • DKIM, SPF, Sender ID, DMARC
  • Feedback Loops
  • Whitelisting
  • Warming Up and Priming IPs
  • Automated Subscriber Removal
  • Finding a good ESP
Engagement
  • Factors of Engagement
  • Best Practices for Engagement
  • Messaging
  • Timing
  • Frequency
  • Ask to Whitelist
Writing Good Emails
  • Writing Good Emails
  • Improve Readability
  • Use Branding In Your Send Name
  • Make Your Sender Address More Personal
  • Optimize for Mobile
  • Optimize Images
  • Create Both Plain Text and HTML Emails
  • Include an Unsubscribe Button
  • Test it
  • What to Avoid - Spam Words, Red, Capital Letters, Too Many Links
Best Practices - Putting It All Together
  • Putting it all together
  • Set Expectations Early
  • Encourage Engagement
  • Include the List-Unsubscribe Header
  • Opt-ins, Preference Center, and Dedicated Complaint Emails
  • Filter Sign Ups
  • Dealing with Complaints
  • Contacting Blacklists
  • Re-engaging Inactive Accounts
Conclusion
  • Outro + Conclusion
  • Bonus