Email Deliverability Checklist: Ensure Your B2B Emails Reach the Inbox

Even the most compelling email is worthless if it never reaches your prospect's inbox. Email deliverability is the foundation of successful B2B outreach, yet it's often overlooked until it's too late.

This comprehensive checklist will help you maximize your deliverability rates and ensure your messages reach decision-makers, not spam folders.

Pre-Send Setup Checklist

✅ Domain Authentication

SPF Record Setup

  • Add SPF record to DNS
  • Include all sending IPs and services
  • Test SPF configuration
  • Monitor for DNS propagation

DKIM Configuration

  • Generate DKIM keys
  • Add DKIM records to DNS
  • Verify DKIM signatures
  • Test with multiple email providers

DMARC Policy

  • Start with p=none for monitoring
  • Gradually move to p=quarantine
  • Eventually implement p=reject
  • Monitor DMARC reports weekly

✅ Sending Infrastructure

IP Reputation Management

  • Use dedicated IP addresses
  • Implement IP warm-up process
  • Monitor IP reputation scores
  • Maintain consistent sending volume

Domain Reputation

  • Use business domain for sending
  • Avoid shared hosting providers
  • Implement subdomain strategy
  • Monitor domain reputation tools

✅ Email Service Provider Setup

Platform Configuration

  • Configure bounce handling
  • Set up unsubscribe links
  • Enable list hygiene features
  • Configure feedback loops

Integration Setup

  • Connect CRM for data sync
  • Set up tracking domains
  • Configure webhooks
  • Test API connections

Content and Formatting Checklist

✅ Subject Lines

Best Practices

  • Keep under 50 characters
  • Avoid spam trigger words
  • Use personalization tokens
  • A/B split test variations
  • Check spam score before sending

Red Flags to Avoid

  • No ALL CAPS text
  • No excessive punctuation (!!!)
  • No misleading claims
  • No urgent/scarcity language
  • No money/discount focus

✅ Email Body Content

Structure Requirements

  • Clear text version included
  • HTML version is clean code
  • Proper text-to-image ratio (80:20)
  • Working unsubscribe link
  • Valid business address

Content Guidelines

  • Personalized greeting
  • Relevant value proposition
  • Clear call-to-action
  • Professional tone
  • Spell-check completed

✅ Technical Requirements

HTML/CSS Standards

  • Valid HTML markup
  • Inline CSS styles
  • No external stylesheets
  • No JavaScript code
  • Mobile-responsive design

Link Management

  • All links work properly
  • Use branded tracking domains
  • Limit total link count
  • Include unsubscribe link
  • Test across email clients

List Management Checklist

✅ Data Quality

Email Validation

  • Remove invalid email addresses
  • Check for role-based emails
  • Validate domain existence
  • Remove duplicates
  • Segment by engagement level

List Hygiene

  • Remove hard bounces immediately
  • Monitor soft bounce patterns
  • Suppress unresponsive contacts
  • Regular list cleaning (monthly)
  • Maintain engagement metrics

✅ Compliance Requirements

Legal Compliance

  • CAN-SPAM compliance
  • GDPR compliance (EU contacts)
  • Include business information
  • Honor unsubscribe requests
  • Maintain consent records

Best Practice Compliance

  • Double opt-in where possible
  • Clear value proposition
  • Relevant content only
  • Respect sending frequency
  • Monitor complaint rates

Sending Strategy Checklist

✅ Volume Management

Warm-up Process

  • Start with 50 emails/day
  • Increase by 50% weekly
  • Monitor engagement rates
  • Adjust based on metrics
  • Reach target volume gradually

Sending Patterns

  • Consistent daily volume
  • Avoid volume spikes
  • Space sends throughout day
  • Monitor time zone targeting
  • Maintain 7-day consistency

✅ Timing Optimization

Send Time Strategy

  • Test different time slots
  • Consider recipient time zones
  • Avoid holiday periods
  • Monitor engagement by time
  • Optimize based on data

Frequency Management

  • Limit to 1 email per prospect per day
  • Space follow-ups appropriately
  • Monitor overall account frequency
  • Respect unsubscribe requests
  • Track fatigue indicators

Monitoring and Optimization Checklist

✅ Key Metrics Tracking

Deliverability Metrics

  • Delivery rate (>95% target)
  • Bounce rate (<2% target)
  • Spam complaint rate (<0.1%)
  • Unsubscribe rate (<0.5%)
  • Reputation scores (daily)

Engagement Metrics

  • Open rate (>20% target)
  • Click-through rate (>2%)
  • Response rate (>5%)
  • Meeting booking rate (>1%)
  • Pipeline generated

✅ Regular Audits

Weekly Reviews

  • Analyze deliverability trends
  • Review spam folder placement
  • Check reputation scores
  • Monitor authentication status
  • Review engagement patterns

Monthly Deep Dives

  • Complete list hygiene
  • Authentication record updates
  • Content performance analysis
  • Sending pattern optimization
  • Infrastructure health check

Emergency Response Checklist

✅ Deliverability Issues

Immediate Actions

  • Stop all sending immediately
  • Identify root cause
  • Check authentication records
  • Review recent content changes
  • Contact ESP support if needed

Recovery Process

  • Fix identified issues
  • Clean email list thoroughly
  • Reduce sending volume
  • Monitor metrics closely
  • Gradually restore volume

✅ Reputation Recovery

Short-term Fixes

  • Remove problematic content
  • Improve list quality
  • Reduce sending frequency
  • Focus on engaged subscribers
  • Monitor improvement daily

Long-term Strategy

  • Implement stricter list hygiene
  • Improve content relevance
  • Better audience segmentation
  • Enhanced personalization
  • Continuous monitoring setup

Tools and Resources

Essential Tools

  • SPF/DKIM/DMARC: MXToolbox, DMARC Analyzer
  • Reputation Monitoring: Sender Score, BarracudaCentral
  • Content Testing: Mail Tester, Litmus
  • List Validation: ZeroBounce, NeverBounce
  • Analytics: Google Postmaster, Microsoft SNDS
  • Email Service Providers: Mailgun, SendGrid, Amazon SES
  • Deliverability Platforms: Return Path, 250ok
  • Monitoring Tools: Postmark, Sparkpost Analytics

Conclusion

Email deliverability isn't a one-time setup—it's an ongoing process that requires constant attention and optimization. By following this comprehensive checklist, you'll maximize your chances of reaching the inbox and driving meaningful engagement.

Remember: It's better to send fewer emails that reach the inbox than more emails that end up in spam folders.

Need help implementing these deliverability best practices? HyperscaleLeads specializes in ensuring your B2B emails reach decision-makers, not spam folders.