Guide
Email Deliverability Checklist
Email deliverability isn't automatic — it requires proper configuration, ongoing monitoring, and attention to reputation signals. Use this checklist to verify your authentication setup, establish pre-send processes, and maintain healthy delivery rates.
Authentication Verification Checklist
SPF Record
- SPF record exists and is syntactically valid
- All authorized sending services are included
- DNS lookup count is 10 or fewer
- Record ends with
-allor~all - No duplicate SPF records for the domain
- Includes statements resolve correctly
DKIM Configuration
- DKIM is enabled for all sending services
- Public keys are published in DNS
- Keys use 2048-bit RSA (minimum recommended)
- Signing domain aligns with From domain
- Test messages pass DKIM verification
- Key rotation schedule is planned
DMARC Setup
- DMARC record is published
- Policy is appropriate for your stage (none/quarantine/reject)
- Aggregate report address (rua) is configured
- Reports are being received and monitored
- Forensic reports (ruf) enabled if needed
- Subdomain policy is specified if applicable
Additional DNS Records
- PTR record (reverse DNS) matches sending hostname
- MX records exist for receiving replies
- A record exists for mail server hostnames
- TTL values are appropriate (not too short)
- DNS propagation is complete after changes
Pre-Send Checklist
List Hygiene
- List is permission-based (opt-in)
- Invalid addresses removed (bounces, typos)
- Unsubscribes are processed
- Spam complaints are removed
- List hasn't been purchased or scraped
- Inactive subscribers are re-engaged or removed
Content Checks
- Subject line isn't spammy (ALL CAPS, excessive punctuation)
- From name and address are recognizable
- Unsubscribe link is visible and functional
- Physical address is included (CAN-SPAM requirement)
- Image-to-text ratio is balanced
- Links go to reputable domains
Sending Infrastructure
- Sending IP has good reputation
- Volume matches historical patterns
- New IPs/domains are properly warmed
- Feedback loops are configured
- Bounce handling is automated
Test Before Send
- Send test to seed addresses
- Verify authentication in email headers
- Check rendering across email clients
- Test all links and tracking
- Review preview text/preheader
Compliance
- CAN-SPAM requirements met (US)
- GDPR consent documented (EU)
- CASL compliance if applicable (Canada)
- Industry-specific rules followed
- Privacy policy link included
Ongoing Monitoring Checklist
Reputation Monitoring
- Google Postmaster Tools configured
- Microsoft SNDS registered (if applicable)
- Domain reputation tracked over time
- IP reputation monitored
- Spam complaint rates below 0.1%
- Bounce rates below 2%
Blacklist Monitoring
- Regular blacklist checks scheduled
- Monitoring covers major blacklists (Spamhaus, Barracuda, etc.)
- Alert system for new listings
- Delisting process documented
- Root cause analysis for any listing
DMARC Report Review
- Aggregate reports reviewed regularly
- Authentication pass rates tracked
- New sending sources investigated
- Failures addressed promptly
- Policy progression planned and executed
Deliverability Metrics
- Inbox placement rate tracked
- Spam folder rate monitored
- Open and click rates as health indicators
- Delivery delays investigated
- Comparisons across ESPs/providers
When Things Go Wrong
Deliverability Drop Checklist
- Check for blacklist listings immediately
- Review DMARC reports for authentication failures
- Audit recent DNS changes
- Check for sending volume spikes
- Review complaint and bounce rates
- Verify no unauthorized sending
Blacklist Removal Steps
- Identify and fix the root cause first
- Check each blacklist's removal process
- Submit delisting requests
- Document the incident and resolution
- Implement monitoring to prevent recurrence
- Allow time for reputation recovery
Need help with email deliverability?
CCMS provides deliverability audits, authentication configuration, and ongoing monitoring support.