Deliverability fundamentals

Deliverability is the sum of many small signals. Get these right and you land in the inbox; get them wrong and even a great message dies in spam.

Hygiene

• Remove hard bounces immediately.
• Remove non-openers after 90 days.
• Never buy lists — the fastest way to destroy a sender reputation.
• Run a validation service on imported lists.

Content

• Subject under 60 characters.
• Avoid "FREE!!!", all caps, and excessive emojis.
• Text-to-image ratio at least 3:1.
• Every link uses your tracking domain, not bit.ly.

Warm-up

A brand-new domain should start with ~50 emails/day to your most engaged contacts, doubling every 3 days for 2-3 weeks before scaling to full volume.