A Daily Checklist For Deliverability

Author:

George Bilbrey

Source:

Achieving high levels of deliverability requires the same sorts of diligence that improving your time on a 10K race does. Like improving a race time, it doesn't require genius, just diligence. The following is a list of tasks that someone in your organization should perform every day.
 
I've pulled this list from practices of the account managers at my firm, Return Path. For the purposes of this list I'm assuming you send email every day, even multiple times per day. Marketers that send less frequently can adjust how often they perform these tasks accordingly.
 
First set of checks: Are you having any delivery problems?
 
After that first cup of coffee in the morning, the first thing to check is whether you have any urgent delivery problems. There are three methods that deliverability professionals frequently use to measure delivery problems:
 
Review "delivered" rates trends by receiving domain from your MTA (mail server) -- Most mail servers and ESPs will provide a report that shows "delivered" rates for your account. This is based on the response codes by receiving mail servers. Although the report will likely indicate that the mail is delivered, all the mail server can actually tell you is that the messages were accepted for delivery...
 
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