Email deliverability checklist: what to check before a send
Inbox placement is shaped by the sender, the message and the recipient’s choices. This checklist covers the parts you can control before the next campaign goes out.
In brief: send to people who asked to hear from you, authenticate the domain through your sending provider, keep your list current, make unsubscribe easy and watch for delivery warnings. No checklist can guarantee placement in every inbox.
Before the campaign leaves your draft folder
Confirm permission and audience
Send to people who knowingly signed up or otherwise have a valid basis to receive the message. Check that the audience matches the promise made at signup. Remove people who unsubscribed, bounced or should no longer receive marketing from you. Avoid purchased lists and scraped addresses.
Authenticate your sending domain
Follow the exact DNS instructions from your email provider for SPF and DKIM, and publish a DMARC record appropriate to your domain. These records help receiving systems verify who is allowed to send and how a message is authenticated. Make sure every service that sends mail for the domain is accounted for; duplicate SPF records or incomplete provider setup can cause problems. Ask your domain host or sending provider if you are unsure.
Use a recognizable From name
Choose a stable sender name and address that readers recognize. Keep the subject line and preview text honest about what is inside. A sudden, unrelated sender identity can confuse recipients and lead to complaints.
Check links, images and mobile layout
Open every link, confirm the destination is expected and check that the message remains understandable with images turned off. Review the email on a phone-sized screen and send a test to the mailboxes your team uses. Make the main action easy to find.
Make leaving straightforward
Include a visible unsubscribe link in marketing messages and process opt-outs promptly. Keep your address and required footer details accurate for your location and message type. Some mailbox providers have additional requirements for high-volume senders, so check their current guidance.
Watch the signals that matter
Review hard bounces, spam complaints, unsubscribes and unusual changes in engagement. Investigate a sudden shift before sending more volume. Treat opens cautiously because privacy features and image proxies can make them unreliable as a measure of attention.
Keep the cadence steady
Send at a pace subscribers expect. If you have not emailed a segment for a long time, reintroduce yourself carefully and consider whether those contacts should remain on the list. Clean data is better than sending more often to people who no longer want the mail.
Current provider references
Mailbox rules can change. Read the source that applies to your audience and sending volume:
Use these pages as reference points rather than assuming one set of rules covers every mailbox, country or campaign type. Your email platform’s setup guide can help you confirm the records it expects.