Email Deliverability Playbook

Email Deliverability Playbook

Umbrex has developed this Email Deliverability Playbook as a resource to help you ensure that your emails achieve high deliverability rates, are delivered to the intended audience, and have the best chance of being opened and read.

Email Deliverability refers to the ability of an email message to successfully reach the recipients’ inboxes without being filtered or blocked by spam filters or other email security mechanisms. This playbook outlines in detail how to set up your email marketing strategy for success.

Request the Umbrex Email Deliverability Playbook

The Umbrex Email Deliverability Handbook - vertical

Table of Contents:

1. Key Points for Independent Consultants

  • 1.1 Email deliverability using Google Workspace
  • 1.2 Email deliverability using Microsoft Office 365

2. Understanding Email Deliverability

3. The Basics of Email Deliverability

  • 3.1 How Email Works
  • 3.2 Understanding Email Servers and Protocols
  • 3.3 Spam Filters
  • 3.4 Sender Policy Framework
  • 3.5 DomainKeys Identified Mail
  • 3.6 Domain-Based Message Authentication, Reporting, and Conformance

4. Factors Affecting Email Deliverability

  • 4.1 Sender Reputation
  • 4.2 Email Authentication
  • 4.3 Email Content
  • 4.4 User Engagement
  • 4.5 List Management
  • 4.6 Timing and Frequency of Emails
  • 4.7 Infrastructure Setup
  • 4.8 Legal Compliance

5. Setting Up for Deliverability Success

  • 5.1 Domain and IP Address Warm-up
  • 5.2 Email Authentication (SPF, DKIM, DMARC)
  • 5.3 Choosing the Right Email Service Provider (ESP)

6. Building Your Email List

  • 6.1 Principles of Consent
  • 6.2 List Building Techniques
  • 6.3 Segmentation: Tailoring Your Communication
  • 6.4 List Hygiene and Maintenance
  • 6.5 Dealing with Bounces, Spam Complaints, and Unsubscribes

7. Crafting Deliverability-Friendly Emails

  • 7.1 Optimizing Subject Lines
  • 7.2 Structuring Email Body
  • 7.3 Implementing Email Design Best Practices
  • 7.4 The Importance of Personalization
  • 7.5 Crafting a Strong Call to Action (CTA)
  • 7.6 Examples of words and phrases to avoid

8. Understanding ISP Feedback

  • 8.1 Bounce Management
  • 8.2 Dealing with Spam Complaints
  • 8.3 Understanding ISP Feedback Loops (FBLs)
  • 8.4 Interpreting Email Deliverability Metrics
  • 8.5 Proactive Measures for ISP Feedback

9. Email Deliverability Audits

  • 9.1 Regular Deliverability Checks
  • 9.2 Resolving Deliverability Issues
  • 9.3 Audit Checklist

10. Leveraging Deliverability Tools and Services

  • 10.1 Email Verification and Validation Tools
  • 10.2 Inbox Placement Tools
  • 10.3 Deliverability Monitoring and Reporting Tools
  • 10.4 Tools for Monitoring Sender Reputation
  • 10.5 Services for Email Authentication
  • 10.6 Tools for Blacklist Monitoring
  • 10.7 Email Testing and Preview Tools
  • 10.8 Services for List Hygiene
  • 10.9 Engagement Tracking and Analytics Tools

11. Advanced Email Deliverability Strategies

  • 11.1 Segmentation and Personalization
  • 11.2 Managing High Volume Email Sending
  • 11.3 Crisis Management and Blacklist Remediation

12. Legal Compliance in Email Deliverability

  • 12.1 Understanding CAN-SPAM, GDPR, and Other Regulations
  • 12.2 Best Practices for Legal Compliance

13. Appendix

  • 13.1 Glossary of Terms
  • 13.2 Acronyms
  • 13.3 Email headers
  • 13.4 Email bounce messages troubleshooting guide
  • 13.5 List of Email Service Providers
  • 13.6 List of email deliverability tools