Check Deliverability Before an Email Campaign
Added 2026-11-05
If it lands in spam, the copy never happened.
I am about to send a campaign: [volume, list source, history]. Check deliverability before it goes out: 1) the authentication that must be configured — SPF, DKIM, DMARC — and the minimum for each; 2) list hygiene: invalid addresses, bounces, disposable inboxes, and the risk of a purchased list; 3) content traits that trip spam filters — image-heavy mail, all caps, exaggerated claims, a single link; 4) an unsubscribe and preference centre that satisfies compliance and lowers complaints; 5) a sending cadence with domain warm-up; 6) the three metrics to watch — delivery, bounce and complaint rates — with alert thresholds.
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Replace these placeholders 1
Swap the bracketed parts for your own details before sending.
[volume, list source, history]
How to use
Deliverability is an infrastructure problem, not a copywriting one.
Try tweaking it
- Write one selling point for three readers: beginner, expert, decision maker.
- Replace "compelling" with a structure: pain, proof, action.
What you should get
- Several versions by channel or reader
- The claim and proof behind each version
Common mistakes
- Asking for "more compelling copy" and getting adjectives instead of facts.
- Letting it invent user counts or reviews — a risk the moment you publish.
How to check the output
- Claims are specific and checkable, without empty adjectives.
- No invented sales, user counts or reviews.
Where it works
- Good for: writing one selling point in several channel voices, then comparing which is most specific.
- Watch out: never let it fabricate sales, user counts or reviews — leave unknown numbers blank.