Mastering Email Deliverability
Deliverability is the art and science of getting your emails into the inbox. It's not just about hitting 'send'—it's about reputation, authentication, and engagement.
The Authentication Trifecta
Before you send a single email, you must prove you are who you say you are. This relies on three protocols:
- SPF (Sender Policy Framework): A DNS record listing IPs authorized to send for your domain.
- DKIM (DomainKeys Identified Mail): A digital signature attached to your emails.
- DMARC: The policy that tells receivers what to do if SPF or DKIM fails.
The 42-Day Warmup Rule
New IP addresses are suspicious by default. You cannot blast 100k emails on day one. You must 'warm up' your IP.
GetMailer's Automated Warmup Phase:
- Week 1: High-engagement transactional emails only.
- Week 2: Small batches of engaged newsletter subscribers.
- Week 3-6: Gradually increasing volume day by day.
Reputation Monitoring
Your sender reputation is a score from 0-100. If it drops, your emails go to spam.
Tools to Watch:
- Google Postmaster Tools: The source of truth for Gmail deliverability.
- Microsoft SNDS: Insights for Outlook/Hotmail.
Content hygiene
Spam filters analyze your content. Avoid:
- Excessive capitalization (FREE!!!)
- Too many images vs. text (aim for 60/40 text-to-image ratio)
- URL shorteners (bit.ly, etc.)
Conclusion
Deliverability isn't a one-time setup; it's an ongoing process. By monitoring your reputation and adhering to these standards, you ensure your message is heard.