Great copy does not matter if it lands in spam. Mailbox providers now enforce authentication and complaint thresholds strictly. Run this checklist before every program.
Technical foundations
- SPF, DKIM and DMARC published and aligned for every sending domain
- Dedicated sending sub-domains for outbound, separate from your corporate domain
- Gradual warm-up: increase daily volume by no more than 20–30%
- One-click unsubscribe headers and a visible opt-out link
List hygiene
- Validate every address before the first send; remove catch-alls from cold sequences
- Suppress bounces immediately and complaints permanently
- Cap sequences at 4–6 touches and stop on any reply
- Keep spam-complaint rate below 0.1% – monitor daily
Want help putting this into practice? Our strategists will review your current approach and share a practical plan. Book a consultation.