Messaging, Events and Email Systems · Notifications and Email at Scale
Email Deliverability and Compliance
Keep inbox placement high and follow anti-spam and privacy rules.
Deliverability depends on authentication (SPF, DKIM, DMARC alignment), sender reputation (warm up new IPs/domains gradually), list hygiene (suppress bounces and complaints, remove inactive recipients) and content. Major mailbox providers require bulk senders to authenticate, offer one-click unsubscribe (List-Unsubscribe + List-Unsubscribe-Post) and keep spam complaint rates very low. Follow consent laws (GDPR, CAN-SPAM, CASL) and keep records of consent.
List-Unsubscribe: <https://example.com/unsubscribe?u=8f3a...>, <mailto:[email protected]?subject=u-8f3a>
List-Unsubscribe-Post: List-Unsubscribe=One-Click
Feedback-ID: campaign42:newsletter:example
Common pitfalls
- Sending to purchased or stale lists.
- No suppression of hard bounces and complaints.
- Marketing emails without consent records or unsubscribe links.
Key points
- Authenticate and align domains
- Hygiene: suppress bounces/complaints
- One-click unsubscribe and consent records
Further reading: Google: Email sender guidelines
Practice questions
What does DMARC alignment mean?
Answer
The domain in the visible From header must match (or be a subdomain of, in relaxed mode) the domain authenticated by SPF or DKIM.
Why warm up a new sending IP or domain?
Answer
Mailbox providers trust senders with established reputations; ramping volume gradually builds reputation instead of triggering spam filtering.
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