Email deliverability is as critical as design and content when sending a campaign, because even the most compelling message fails if it never reaches the inbox. To maximize reach and avoid the spam folder, taking a few technical and content-based steps is essential before hitting send. Start authenticating your domain with SPF, DKIM, and DMARC to signal trustworthiness to inbox providers. Use spam filter testing tools to see how different platforms will score your message, and run inbox placement tests to check whether it lands in primary, promotions, or spam. Maintain a clean list by removing inactive, invalid, or duplicate contacts and segment your recipients to improve engagement. Ensure your “from” name and reply address are consistent and easily recognizable, then craft relevant, human-centered content that resonates with your audience while including a plain text version for accessibility. Avoid sudden jumps in sending volume by warming up your domain gradually, and monitor your sender reputation like you would a credit score, watching for blacklist entries, bounces, and complaints. Finally, ensure your unsubscribe link works properly—this keeps you compliant, reduces spam reports, and builds trust with engaged subscribers.
source: https://www.mailgenius.com/complete-deliverability-pre-send-checklist-for-email-campaigns/
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