Email Deliverability Checklist 2025 – Boost Inbox Placement & Open Rates
I put together a simple, practical email deliverability checklist for 2025. If you want to improve email deliverability, raise open rates, and keep your messages out of spam, this guide shows what to do step by step—no jargon. It’s written for U.S. small businesses, ecommerce shops, and creators.
If you run a shop, local service, nonprofit, or newsletter, this email marketing deliverability guide is for you. I keep things simple and focus on steps that move the needle right away. You’ll find email inbox placement tips that you can finish in one sitting. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
Who this checklist is for
Before diving into the technical details, it’s important to see if this checklist fits your needs. Whether you’re running a local shop, online store, nonprofit, or personal newsletter, these steps are tailored to help you understand the most effective ways to improve email deliverability and inbox placement.
5‑minute quick wins (do these first)
Not all improvements take hours of work—some can be done in just a few minutes. This section highlights quick, high-impact changes you can make today to raise your email open rates, boost sender reputation, and reduce the chance of landing in spam folders.
Use a custom domain and branded From name
Free webmail senders (like @gmail.com) look unprofessional and often fail policy checks. I switch to a custom domain (e.g., hello@myshop.com) and use a clear From name like “My Shop – Alex.” This boosts trust and inbox placement.
Clean your list before you hit send
Remove hard bounces, role accounts (info@, sales@), and obvious fakes. Unconfirmed contacts drag down engagement and can trigger filters. A quick scrub gives you a healthier baseline.
Move your unsubscribe link to the footer and make it clear
Hiding it causes complaints. Complaints hurt your email sender reputation tips more than anything. A clear link reduces spam reports and keeps your list healthy.
Mailbox providers use DNS records to trust your messages. I treat this like ID for your domain. Set it up once, then check it quarterly. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
Authentication setup (SPF, DKIM, DMARC)
Email authentication is the cornerstone of good deliverability. In this section, I’ll explain how SPF, DKIM, and DMARC work together to protect your domain, prove you’re a legitimate sender, and signal trust to mailbox providers across the U.S. and beyond.
| Record | What it does | Where to set | Quick tip |
|---|---|---|---|
| SPF | Lists servers allowed to send for your domain. | DNS TXT at root or subdomain. | Keep it short; avoid more than 10 DNS lookups. |
| DKIM | Cryptographic signature that proves message integrity. | DNS TXT at selector._domainkey.yourdomain.com | Use 2048‑bit keys where supported. |
| DMARC | Tells receivers how to handle failures; adds reporting. | DNS TXT at _dmarc.yourdomain.com | Start relaxed (p=none + rua=reports) then move to quarantine/reject. |
| Alignment | Ensures visible From domain matches authenticated domains. | SPF/DKIM/DMARC settings | Use the same root domain for consistency. |
Good lists protect you from spam traps and bounces. I only email people who asked to hear from me. That simple rule raises opens and keeps providers happy. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
Clean lists & clear consent
Your email list is the foundation of every campaign, and its quality determines how far your message goes. This section covers ethical collection, ongoing maintenance, and consent best practices to keep your deliverability strong.
Use double opt‑in for new signups
Double opt‑in confirms that a real person wants your emails. It cuts fake entries, raises engagement, and boosts reputation. Yes, it’s one extra click—but it saves headaches later.
Prune inactive contacts on a schedule
Every 60–90 days, I run a re‑engagement campaign. If people don’t click, I remove or down‑segment them. Smaller, engaged lists beat giant cold lists for inbox placement.
Your words and layout matter. Filters look at language, images, links, and formatting. I keep emails short, focused, and honest. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
Content that avoids spam filters
Even perfectly configured domains can fail if the content raises spam flags. Here, you’ll learn how to craft engaging, clear, and compliant email copy that delights subscribers while passing content filters with ease.
Keep design simple and mobile‑first
Use one main call‑to‑action, short paragraphs, and friendly alt text on images. Fancy HTML is fine, but clutter hurts. Test on dark mode and small screens.
Mind your wording
Write like a human. Avoid ALL‑CAPS and shouty phrases. Add a clear reason for the email and what the reader gets next. Honest subject lines build trust.
Limit links and heavy images
Too many links or giant images can look spammy and slow to load. I compress images and link only to trusted domains I control.
How you send matters as much as what you send. I warm up new domains and new IPs slowly, then scale as engagement stays strong. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
Sending behavior & warm‑up
The way you send emails influences how inbox providers view your reputation. This section shows how to warm up sending, maintain consistent patterns, and avoid red flags that can hurt your inbox placement over time.
Start small and ramp
On week one, send to your most active 10–20% first. If opens and clicks look good, add more each send. This trains providers to trust you.
Keep a steady cadence
“Once a week” beats random bursts. Sudden spikes look risky. A steady rhythm also sets reader expectations and improves how to improve email open rates over time.
Great content still needs solid plumbing. I check these settings any time I change providers or add a new tool. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
Technical settings & infrastructure
Behind the scenes, technical infrastructure keeps your campaigns flowing smoothly. Here, we’ll cover DNS settings, routing, bounce handling, and more so your emails reach the inbox without unnecessary delivery hiccups.
DNS & routing
- Point tracking, bounce, and send domains to your ESP.
- Set reverse DNS (PTR) if you manage your own IP.
- Use subdomains for different streams (news.mybrand.com).
Bounce handling & feedback loops
- Remove hard bounces immediately.
- Honor complaint feedback loops from major ISPs.
- Cap retries for soft bounces to avoid reputation hits.
Once you send, keep an eye on the numbers. When something dips, I check authentication, recent content, list changes, and send patterns. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
Monitor & troubleshoot
Email deliverability is not a one-time task—it requires ongoing monitoring. This section teaches you how to track performance metrics, detect early warning signs, and fix deliverability issues before they cause major problems.
Watch these metrics weekly
- Delivered, opens, clicks, unsubscribes
- Spam complaints and blocks
- Spam‑trap hits (if your tool shows them)
Run seed tests and inbox placement checks
Seed tests send to test inboxes across providers. They help you spot issues before big campaigns. Use them during warm‑up and after large changes.
Here are tools and pages that help me track and fix deliverability. I don’t sell these; I just find them helpful. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
Tools I trust (mini reviews)
The right tools make staying on top of deliverability much easier. In this section, I share my favorite platforms for testing, monitoring, and optimizing email campaigns so you can save time and see better results.
Google Postmaster Tools
Great for Gmail reputation, spam rate, and delivery errors. Link your domain and watch trends weekly.
Microsoft SNDS
Shows data for Outlook/Hotmail. Useful if your audience is heavy on Microsoft mailboxes.
Mail-Tester
Quick score for content and DNS checks. Send to the test address and review the report.
GlockApps / Inbox placement testing
Seed tests and spam filter checks across providers. Handy during warm‑up and after changes.
Follow laws and be kind to readers. Good behavior is good deliverability. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
Compliance basics (U.S.)
Good deliverability starts with following the rules. This section outlines the key U.S. compliance guidelines you must follow to stay legal, protect your brand, and keep your messages landing in inboxes.
Must‑haves in every email
- Unsubscribe link that works on one click
- Physical mailing address in the footer
- Clear identity (From name and domain)
Consent and data
Get consent before sending. Don’t sell or share lists without permission. Tell people how to reach you if there’s a problem.
Opens start with trust and timing. I keep subject lines short, use a friendly From name, and send when readers expect me. This section is designed to be practical and easy to follow, offering step-by-step actions you can implement immediately. By following these guidelines, you will not only boost your inbox placement but also create a better experience for your subscribers.
The recommendations here are based on proven deliverability techniques tested across a variety of industries in the United States. You'll find a balanced mix of technical tips and strategic advice that can be applied whether you're running campaigns for an eCommerce store, local service business, or personal brand newsletter.
How to improve email open rates (what actually works)
Inbox placement is only the first step—getting people to open your email is the next challenge. This section covers proven strategies to craft irresistible subject lines, optimize preheaders, and build reader trust.
Subject lines that earn attention
Write like a person: 4–7 words, clear benefit, no tricks. Emojis are fine if they fit your brand.
Preheader and preview text
Think of the preheader as a second subject line. Use it to add context or the key benefit you couldn’t fit above.
Consistency wins
Show up on the same day and time each week. Readers learn your rhythm and open more often. That engagement protects your reputation, which helps inbox placement.
Printable checklist & key takeaways
- Use a custom domain and set up SPF/DKIM/DMARC.
- Clean lists, double opt‑in, and frequent pruning.
- Simple, honest content with one main action.
- Warm up sends; keep a steady cadence.
- Monitor metrics and fix dips fast.
FAQs
What is email deliverability in simple words?
Email deliverability is the ability for your emails to land in the inbox instead of the spam folder. It depends on your domain reputation, list quality, and technical setup like SPF, DKIM, and DMARC. When readers open and click, your reputation goes up. When many people ignore, bounce, or mark spam, your reputation drops and you see worse inbox placement.
How can I avoid spam filters in email marketing?
Start with a clean list and real consent. Set up SPF, DKIM, and DMARC so providers can trust your domain. Keep content short and honest, avoid spammy wording, and include a clear unsubscribe link. Send on a steady schedule and remove contacts who stop engaging. Watch complaints and fix dips fast. These moves build trust and help more messages reach the inbox.
What are the top best practices for email deliverability in 2025?
Use a custom domain with full authentication, segment by engagement, and prune inactive contacts often. Warm up new domains slowly, test inbox placement with seed lists, and track complaint rates weekly. Keep your templates light and mobile friendly. Run DMARC reports and move from monitoring to enforcement when stable. These steps protect your reputation and boost inbox placement and open rates.
How do I set up an email authentication checklist?
Make a short list: create SPF, DKIM, and DMARC DNS records, confirm alignment with your visible From domain, and verify with a checker tool. If you send from multiple services, add each service to SPF and create separate DKIM selectors. Start DMARC at “none” to collect reports, then move to “quarantine” and “reject” as you fix failures. Review quarterly or when you change vendors.
What are quick ways to improve email open rates?
Use a friendly From name, short subject lines, and a helpful preheader. Mail at a steady time each week to build habit. Segment by recent engagement so your most active readers get messages first. Remove people who stop opening for months. As your engagement rises, providers trust your domain more, and your average open rate tends to climb with it.
