Email Deliverability Playbook

TECHNICAL FOUNDATION

Authentication Setup Checklist

EMAIL AUTHENTICATION SETUP

SPF (Sender Policy Framework):
☐ Add SPF record to DNS
☐ Include all sending sources
☐ Use ~all (softfail) or -all (hardfail)
☐ Keep under 10 DNS lookups
☐ Test with SPF checker tool

Example SPF Record:
v=spf1 include:_spf.google.com include:amazonses.com ~all

DKIM (DomainKeys Identified Mail):
☐ Generate DKIM keys in ESP
☐ Add DKIM record to DNS
☐ Use 2048-bit key minimum
☐ Rotate keys annually
☐ Test signature verification

DMARC (Domain-based Message Authentication):
☐ Start with p=none for monitoring
☐ Set up aggregate reports (rua)
☐ Set up forensic reports (ruf)
☐ Move to p=quarantine after baseline
☐ Eventually move to p=reject

Example DMARC Record:
v=DMARC1; p=none; rua=mailto:dmarc@yourdomain.com; pct=100

IP Warming Schedule

Day	Volume	Notes
1-2	50	Best engaged contacts only
3-4	100	Continue best engaged
5-7	250	Expand to active contacts
8-10	500	Monitor bounce/complaint rates
11-14	1,000
15-21	2,500
22-28	5,000
29-35	10,000
36-42	25,000
43+	Full volume	Ramp gradually

Domain Strategy

Domain Type	Usage	Example
Primary domain	Transactional, high-value	company.com
Marketing subdomain	Marketing emails	email.company.com
Cold outreach domain	Outbound prospecting	go-company.com

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LIST HYGIENE

Validation Process

LIST VALIDATION WORKFLOW

NEW SUBSCRIBERS:
1. Real-time validation on form submit
2. Reject obvious invalids (syntax, role accounts)
3. Flag suspicious for review
4. Double opt-in for EU/high-risk

EXISTING LIST (Quarterly):
1. Run through validation service
2. Remove hard bounces immediately
3. Flag soft bounces for monitoring
4. Remove role accounts (info@, sales@)
5. Flag catch-all domains

VALIDATION CATEGORIES:
• Valid: Safe to send
• Invalid: Remove immediately
• Risky: Monitor closely, consider removal
• Unknown: Test with small sends

Bounce Management Protocol

Bounce Type	Action	Timeline
Hard bounce	Remove immediately	Instant
Soft bounce (1-2x)	Retry	3 days
Soft bounce (3x+)	Remove	Immediately
Invalid address	Remove	Instant
Mailbox full	Retry, then suppress	7 days

Complaint Handling

COMPLAINT RESPONSE PROTOCOL

IMMEDIATE (<24 hours):
☐ Remove complainer from all lists
☐ Add to suppression list
☐ Never email again

ANALYSIS (Weekly):
☐ Review complaint sources
☐ Identify problem campaigns
☐ Check for list quality issues
☐ Review frequency complaints

THRESHOLDS:
• Warning: >0.05% complaint rate
• Action required: >0.1% complaint rate
• Critical: >0.3% complaint rate

Sunset Policy

Engagement Level	Last Activity	Action
Active	<30 days	Normal sends
Passive	30-60 days	Reduce frequency
At-risk	60-90 days	Re-engagement only
Inactive	90-180 days	Final re-engagement
Dead	180+ days	Remove from list

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REPUTATION MANAGEMENT

Sender Score Monitoring

Score Range	Status	Action
90-100	Excellent	Maintain practices
80-89	Good	Monitor for changes
70-79	Fair	Review and improve
60-69	Poor	Immediate action needed
<60	Critical	Stop sending, diagnose

Blocklist Monitoring

BLOCKLIST CHECK CHECKLIST

CHECK WEEKLY:
☐ Spamhaus
☐ Barracuda
☐ SURBL
☐ Invaluement
☐ SpamCop
☐ SORBS

IF LISTED:
1. Stop sending from listed IP/domain
2. Identify cause (list quality, content, volume)
3. Fix underlying issue
4. Request delisting
5. Monitor for recurrence

ISP-Specific Guidelines

ISP	Key Factors	Best Practices
Gmail	Engagement signals	High engagement, authentication
Microsoft	Sender reputation	Consistent volume, low complaints
Yahoo	List quality	Clean lists, preference center

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TROUBLESHOOTING

Deliverability Diagnosis Flowchart

DELIVERABILITY PROBLEM DIAGNOSIS

SYMPTOM: Low delivery rate
├── Check bounce reports
│   ├── Hard bounces high? → List quality issue
│   └── Soft bounces high? → Check reputation/content
├── Check authentication
│   └── Failing? → Fix SPF/DKIM/DMARC
└── Check blocklists
    └── Listed? → Follow delisting process

SYMPTOM: Low open rates
├── Check inbox placement
│   └── Going to spam? → Content/reputation issue
├── Check subject lines
│   └── Spam triggers? → Rewrite
└── Check sender reputation
    └── Score declining? → Review practices

SYMPTOM: High spam complaints
├── Check list sources
│   └── Purchased lists? → Stop immediately
├── Check frequency
│   └── Too high? → Reduce cadence
└── Check content relevance
    └── Off-target? → Improve segmentation

Common Issues & Fixes

Issue	Likely Cause	Fix
Sudden delivery drop	Blocklisted, authentication failure	Check blocklists, verify DNS
Gradual decline	Engagement decay, list aging	Re-engagement, list hygiene
Spam folder	Content triggers, reputation	Review content, check reputation
High bounces	Bad list sources	Validate list, review sources
High complaints	Frequency, relevance	Reduce sends, improve targeting

Recovery Playbook

DELIVERABILITY RECOVERY PLAN

STEP 1: STOP AND ASSESS (Day 1)
☐ Pause all email sends
☐ Identify root cause
☐ Document all issues found

STEP 2: FIX FOUNDATION (Days 2-5)
☐ Fix authentication issues
☐ Request blocklist removal
☐ Clean list (remove invalids, inactives)

STEP 3: WARM UP AGAIN (Days 6-20)
☐ Start with best engaged only
☐ Send 50-100 per day initially
☐ Double volume every 2-3 days
☐ Monitor delivery and engagement

STEP 4: MONITOR (Ongoing)
☐ Daily delivery rate checks
☐ Weekly reputation monitoring
☐ Monthly list hygiene

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