- Introduction
- What is Email Deliverability
- Why Email Deliverability is Important
- The Golden Rule of Email Deliverability
- High Level Overview
- How Spam Filters Work
- Who are ISPs
- Who are Blacklists
- Spam Traps
- Legal Requirements for Email
- CAN-SPAM
- CASL
- What do ISPs Look For
- 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 Factors
- Sender Authentication
- DKIM, SPF, Sender ID, DMARC
- Feedback Loops
- Whitelisting
- Warming Up and Priming IPs
- Automated Subscriber Removal
- Finding a good ESP
- Factors of Engagement
- Best Practices for Engagement
- Messaging
- Timing
- Frequency
- Ask to Whitelist
- 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
- 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
- Outro + Conclusion
- Bonus