Email Marketing Checklist

Email Deliverability Checklist

An email deliverability checklist for improving sender reputation, authentication, list hygiene, engagement, and inbox placement.

Primary topic: email deliverability checklist Difficulty: Intermediate 36 items 3,420+ words Updated: June 8, 2026

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Authentication

This section helps the reader complete the authentication portion of the Email Deliverability Checklist with a practical, evidence-based workflow.

Use this section to make sure authentication is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Set up SPF Create set up spf in a way that is useful to both users and the business. The item should be visible, accurate, easy to maintain, and connected to the page or campaign goal. Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Set up DKIM Create set up dkim in a way that is useful to both users and the business. The item should be visible, accurate, easy to maintain, and connected to the page or campaign goal. Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Set up DMARC Create set up dmarc in a way that is useful to both users and the business. The item should be visible, accurate, easy to maintain, and connected to the page or campaign goal. High Strategist Screenshot, report export, URL, test submission, or implementation note
Review alignment between sending domain and From address Review review alignment between sending domain and from address against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. High Strategist Screenshot, report export, URL, test submission, or implementation note
Consider BIMI only after authentication is stable Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Email Deliverability Checklist. Recommended Strategist Screenshot, report export, URL, test submission, or implementation note
Document DNS records Document document dns records in plain language before work begins. This keeps strategy, creative, development, and reporting aligned and gives future reviewers a clear reason for each decision. Recommended Strategist Screenshot, report export, URL, test submission, or implementation note

Sender Reputation

This section helps the reader complete the sender reputation portion of the Email Deliverability Checklist with a practical, evidence-based workflow.

Use this section to make sure sender reputation is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Use a consistent sending domain Use use a consistent sending domain only when it helps the user complete a task or understand the offer. Avoid adding elements only because they are common best practices. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Avoid sudden volume spikes Remove or avoid avoid sudden volume spikes when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Warm up new sending infrastructure Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Email Deliverability Checklist. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Monitor complaint rates Monitor monitor complaint rates on a recurring cadence and record what changed. Trends over time are usually more useful than one-time snapshots. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Monitor bounce rates Monitor monitor bounce rates on a recurring cadence and record what changed. Trends over time are usually more useful than one-time snapshots. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Avoid purchased lists Remove or avoid avoid purchased lists when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

List Hygiene

This section helps the reader complete the list hygiene portion of the Email Deliverability Checklist with a practical, evidence-based workflow.

Use this section to make sure list hygiene is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Remove hard bounces Remove or avoid remove hard bounces when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Segment inactive subscribers Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Email Deliverability Checklist. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Use re-engagement before suppression Remove or avoid use re-engagement before suppression when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Honor unsubscribes quickly Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Email Deliverability Checklist. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Use confirmed opt-in where appropriate Test use confirmed opt-in where appropriate on real devices and realistic user paths. Save screenshots, test submissions, or tool results so the team can confirm the requirement is complete. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Avoid role-based addresses when risky Remove or avoid avoid role-based addresses when risky when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Content Quality

This section helps the reader complete the content quality portion of the Email Deliverability Checklist with a practical, evidence-based workflow.

Use this section to make sure content quality is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Use clear subject lines Use use clear subject lines only when it helps the user complete a task or understand the offer. Avoid adding elements only because they are common best practices. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Avoid misleading sender names Remove or avoid avoid misleading sender names when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Balance images and text Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Email Deliverability Checklist. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Avoid excessive links Remove or avoid avoid excessive links when it creates risk, confusion, wasted spend, duplicate content, tracking errors, or a poor user experience. Document the reason for the decision. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Make unsubscribe easy Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Email Deliverability Checklist. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Send content subscribers expect Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Email Deliverability Checklist. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Testing

This section helps the reader complete the testing portion of the Email Deliverability Checklist with a practical, evidence-based workflow.

Use this section to make sure testing is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Send seed tests if available Test send seed tests if available on real devices and realistic user paths. Save screenshots, test submissions, or tool results so the team can confirm the requirement is complete. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Preview across email clients Review preview across email clients against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Check link tracking domains Verify that check link tracking domains is measured with a clear event name, source, and reporting location. Before marking this complete, submit a real or test interaction and confirm the result appears in the correct analytics or ad platform report. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Review spam filter warnings Review review spam filter warnings against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Test authentication records Test test authentication records on real devices and realistic user paths. Save screenshots, test submissions, or tool results so the team can confirm the requirement is complete. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Monitor inbox placement trends Monitor monitor inbox placement trends on a recurring cadence and record what changed. Trends over time are usually more useful than one-time snapshots. Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Monitoring

This section helps the reader complete the monitoring portion of the Email Deliverability Checklist with a practical, evidence-based workflow.

Use this section to make sure monitoring is not treated as a vague best practice. Each item should be checked, documented, and tied back to the business goal of the checklist.

Review bounce and complaint reports Review review bounce and complaint reports against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Track engagement by segment Verify that track engagement by segment is measured with a clear event name, source, and reporting location. Before marking this complete, submit a real or test interaction and confirm the result appears in the correct analytics or ad platform report. Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Watch for deliverability drops Complete this item with enough evidence for another strategist, developer, or account manager to understand what was checked and why it matters for Email Deliverability Checklist. High Strategist Screenshot, report export, URL, test submission, or implementation note
Document platform changes Document document platform changes in plain language before work begins. This keeps strategy, creative, development, and reporting aligned and gives future reviewers a clear reason for each decision. High Strategist Screenshot, report export, URL, test submission, or implementation note
Review sender guidelines regularly Review review sender guidelines regularly against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Recommended Strategist Screenshot, report export, URL, test submission, or implementation note
Run periodic deliverability audits Review run periodic deliverability audits against the current business goal for this page or campaign. Capture the issue, evidence, recommended fix, owner, and priority so the checklist becomes an implementation plan rather than a passive review. Recommended Strategist Screenshot, report export, URL, test submission, or implementation note

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