Help ensure your emails
hit the inbox
Stop guessing why your messages end up in spam. Follow this 26-point checklist to achieve technical compliance, enhanced sender reputation, and delivery success.
Strategy
One Email Per Recipient
All mailing list communications must be delivered as individual messages to each recipient. Bulk messages addressed to multiple recipients using the “To:”, “Cc:”, or “Bcc:” fields must not be used... [more]
Strategy
Avoid 'No Reply' Addresses
Organizations should avoid the use of “no-reply@” or equivalent non-responsive sender addresses for outbound email communications. All messages should originate from a valid, monitored mailbox that is capable of receiving... [more]
Strategy
ESP
Organizations are strongly advised to use a reputable, dedicated Email Service Provider (ESP) rather than transmitting outbound mail directly from local, on-premises, or unmanaged internet-connected servers. Purpose-built ESP platforms are... [more]
Strategy
Send Consistently
Mailbox providers and filtering systems strongly favor predictable, stable sending patterns over irregular or highly variable transmission volumes. Consistency in email traffic is a key indicator of legitimate, well-managed communication... [more]
Strategy
Avoid Domain-Based Sorting
When distributing messages to mailing lists, recipients should not be grouped or batched based on their email domain (for example, clustering all @gmail.com, @yahoo.com, or @outlook.com addresses together). Domain-based sorting... [more]
Strategy
Safe Sender
Organizations should maintain a consistent and recognizable sender identity for all outbound email communications. Messages should be sent from the same domain and address that recipients originally subscribed to and... [more]
Strategy
Out of Control
Organizations should recognize that ultimate message placement is determined by recipient mailbox providers and end-user filtering systems, which apply proprietary and continuously evolving criteria. These systems may classify messages as... [more]