Email Deliverability Checklist
Monitor and improve your email deliverability with this checklist covering authentication, content, list quality, and reputation management.
Authentication & Technical Setup
Verify SPF record is correctly configured
easyCheck that your SPF record includes all authorized senders and doesn't exceed the 10 DNS lookup limit. Use an SPF validator tool.
Confirm DKIM is signing all outbound emails
easyVerify DKIM signatures are present on sent emails by checking email headers. Ensure the DKIM key hasn't expired.
Review DMARC policy and reports
mediumCheck your DMARC alignment and review aggregate reports to identify any unauthorized senders or configuration issues.
Set up a custom return-path domain
mediumConfigure a custom return-path (bounce) domain instead of using your ESP's default. This improves SPF alignment.
List Quality
Verify email addresses before sending
easyRun your entire list through email verification. Remove invalid, disposable, and role-based addresses before each campaign.
Remove non-engaged contacts
easySuppress contacts who haven't opened or clicked in the last 90-180 days. Sending to non-engaged contacts hurts engagement metrics.
Check for spam traps in your list
mediumOld, purchased, or scraped lists are high risk for spam traps. If you have any of these, run them through verification and consider re-building.
Content & Sending Practices
Check email content for spam triggers
easyAvoid spam-trigger words (FREE!!!, Act Now, Guaranteed), excessive capitalization, too many links, and image-heavy emails with little text.
Include a clear unsubscribe mechanism
easyEvery email must have a working unsubscribe link. For cold outreach, include a clear opt-out option in the email body.
Test inbox placement before sending
mediumUse seed testing to check if your emails land in inbox, spam, or promotions tab across major providers before launching.
Monitor blacklist status
easyCheck your sending IP and domain against major blacklists (Spamhaus, Barracuda, SURBL). Get delisted immediately if blacklisted.
Pro Tips
- Aim for under 2% bounce rate, under 0.1% spam complaint rate, and over 95% inbox placement
- Warm up new IPs and domains gradually — don't blast full volume from day one
- Use Cleanlist email verification before every campaign to catch newly invalid addresses
- Monitor Google Postmaster Tools for Gmail-specific deliverability insights
- If deliverability drops suddenly, pause sending and investigate before it gets worse
Related Cleanlist Features
Related Checklists
Frequently Asked Questions
What is a good email deliverability rate?
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A healthy deliverability rate is 95% or higher inbox placement. This means 95 out of 100 emails reach the recipient's inbox rather than spam or junk folders. Below 90% indicates significant deliverability issues that need immediate attention.
Why are my emails going to spam?
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Common causes include poor authentication (missing SPF, DKIM, or DMARC), high bounce rates from invalid email addresses, low engagement rates from sending to uninterested contacts, spammy content, and sending from a domain or IP with a poor reputation. Start by checking authentication and list quality.
How do I check if my domain is blacklisted?
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Use free tools like MXToolbox or MultiRBL to check your domain and sending IP against major blacklists. If blacklisted, most blacklists have a delisting process. Fix the underlying issue (usually list quality or authentication) before requesting delisting.
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