The 15-Point Email Deliverability Checklist
A practical, run-it-before-you-send checklist covering authentication, domain health, list hygiene, and content so your cold emails actually reach the inbox.
- Deliverability is the sum of small, boring checks—not one magic setting.
- Authentication (SPF, DKIM, DMARC) is the non-negotiable foundation.
- List hygiene and warm-up protect the reputation everything else depends on.
- Run this 15-point checklist before every new campaign, not just once.
Most deliverability problems aren't mysterious. They're the predictable result of skipping a few unglamorous steps. This email deliverability checklist turns 'why are we in spam?' into a list you can actually run before you hit send.
Work through it top to bottom. The items are ordered roughly by how badly they hurt you when ignored.
Authentication: the foundation
If your domain can't prove it sent the email, nothing else matters. These three records are the price of admission to the inbox.
- SPF record published and listing every service that sends on your behalf.
- DKIM signing enabled so each message carries a verifiable cryptographic signature.
- DMARC policy in place, starting at p=none to monitor, then tightening over time.
If you only fix one thing, fix authentication. Our SPF, DKIM, and DMARC setup guide walks through every record step by step.
Domain and infrastructure health
Spam filters judge the domain and IP behind the message as much as the message itself. These checks protect that reputation.
- Use a separate sending domain for cold outreach so a misstep never burns your primary domain.
- Warm up new domains gradually before sending at volume—see how to warm up an email domain.
- Keep daily volume per inbox modest rather than blasting hundreds from one address.
- Check your domain and IP against blocklists and resolve any listings.
List hygiene
A dirty list is the fastest way to wreck a healthy domain. Bounces and spam complaints tell mailbox providers your sending is low-quality, and they act on it immediately.
- Verify every email address to strip invalid addresses before sending.
- Remove role and catch-all addresses that inflate bounce and complaint risk.
- Suppress prior bounces and unsubscribes so you never re-send to them.
- Honor opt-outs instantly to keep complaint rates near zero.
A bounce rate above a few percent on a new domain can stall your reputation fast. Verify the list before, not after, the campaign launches.
Content and sending behavior
Once the plumbing is sound, the message itself can still get you filtered. These final checks keep your content from undoing the work.
- Send plain text for cold outreach instead of image-heavy HTML.
- Drop the open-tracking pixel to remove a common bulk-mail fingerprint.
- Limit links to one, and avoid link shorteners.
- Personalize genuinely so messages don't look like one template blasted to thousands.
| Layer | Biggest risk if skipped |
|---|---|
| Authentication | Rejected or auto-filed as spam |
| Domain health | Reputation damage that lingers for weeks |
| List hygiene | Bounces and complaints that trigger blocks |
| Content | Otherwise-good emails caught by filters |
Make it a habit, not a one-time fix
Deliverability isn't a setting you flip once. Domains age, lists drift, and provider rules change. Run this email deliverability checklist before each new campaign so the boring fundamentals stay solid.
This is also where automation pays off. AI handles the repetitive grind—verifying lists, monitoring domain health, flagging blocklist hits—so reps don't burn hours on manual audits and can spend that time on the messaging and accounts that actually move pipeline.
Frequently asked questions
What is the most important item on an email deliverability checklist?
Authentication. On any email deliverability checklist, SPF, DKIM, and DMARC come first because they let mailbox providers verify your messages. Without them, even a perfect list and great copy will get filtered.
How often should I run a deliverability checklist?
Before every new campaign and at least monthly for active sending. Domains age and lists drift, so treating the email deliverability checklist as a recurring habit catches problems before they damage your reputation.
Does content really affect deliverability?
Yes. Even with strong authentication, image-heavy HTML, tracking pixels, and over-templated copy can trip filters. That's why this email deliverability checklist covers content alongside authentication and list hygiene.
Stop losing pipeline to the spam folder.
GTM100x runs the deliverability, warmup, and targeting work in the background — so your team spends its time on the conversations that close.
Keep reading
SPF, DKIM & DMARC: The Complete Email Authentication Setup Guide
The three records that decide whether your cold email lands in the inbox or the spam folder — explained without the jargon, with copy-paste setup steps.
Cold Email & DeliverabilityHow to Warm Up a New Email Domain for Cold Outreach
A new domain has zero reputation — and inbox providers treat zero as suspicious. Here's the week-by-week warmup schedule that builds trust without burning the domain.