3d • General discussion 📣
The 6-Point Deliverability Audit Clients Fail
Most agencies blame “the algorithm” when emails land in spam. The real issue is usually poor infrastructure.
When onboarding a new client for email campaigns, this is the 6-point audit you should run — and where things typically break:
1. Don’t send from your main company domain
If yes, stop immediately.
The main domain is tied to core business functions - customer communication, invoices, and support. It carries long-term trust and reputation.
Cold outreach introduces risk: spam complaints, bounces, and unsubscribes are inevitable. Using the primary domain for this puts that trust at risk.
Keep the main domain protected.
Run cold email on infrastructure that can be replaced or rebuilt if needed.
2. Authentication gaps
SPF alone isn’t enough. You need all three properly set up: SPF, DKIM, and DMARC.
In most cases:
- SPF is present (because the ESP required it)
- DKIM is misconfigured or broken
- DMARC is missing or not enforced
Fix: Properly configure all three. It takes minutes but significantly improves trust signals for inbox providers like Gmail and Outlook.
3. List quality over list size
Start by asking: How is the list being built?
If the answer is “scraped database” or “purchased from a lead vendor,” that’s the first red flag. In most cases, it’s better to rebuild from scratch.
Cold email only works when the audience is relevant.
A list of 10,000 random contacts will damage sender reputation far faster than a list of 500 highly targeted prospects will improve it.
Fix: Focus on signals, not volume.
Build lists using intent-based criteria such as:
Recently posted about a problem your offer solves
Hired for a role that clearly needs your service
Raised funding, launched a product, or expanded into a new market
4. Timezone-blind sending
Sending campaigns at a fixed time (like 9am) without considering recipient location is a common mistake.
Some contacts are asleep. Others have already cleared their inbox.
Fix: Segment by timezone and send during local business hours.
Same email, optimized timing. Reply rates can increase by 10-20%.
5. Weak first impression (preview text)
Preview text is often wasted on lines like “Can’t see this email? Click here.”
That’s the second thing recipients see after the subject line.
Fix: Treat preview text like a sub-headline.
Use it to reinforce curiosity or value not as a placeholder.
6. Blacklist blindness
Domains or IPs can be blacklisted without any visibility.
Fix: Check regularly using tools like MXToolbox, Spamhaus, and Barracuda Networks.
Catching issues early can prevent weeks of damage.
The pattern:
Deliverability issues are rarely about what’s written in the email. They come down to the infrastructure behind it.
Fix the foundation first. Optimize copy second.
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The 6-Point Deliverability Audit Clients Fail
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