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Emailing checklist
Email analysis checklist
A guide for self-check
This document contains an explanation for every question of the Email analysis checklist - the topic that checklist covers, basic explanations and links to tools that may help you to evaluate your email practice.
If you have any questions, feel free to let us know. We will be happy to help you.
Deliverability
Do you have a valid SPF record on the FROM domain?
SPF (Sender Policy Framework) is a basic DNS record that contains data about the trusted servers authorized by your domain so your ISP (internet service provider) can identify a source an email is coming from and detect a forged email. SPF checks that the IP address the email comes from is authorized.
How to get your FROM domain:
Where to check:
Do you have a valid SPF record on the MFROM domain?
This SPF record covers envelope sending domain that uses SMTP protocol.
How to get your FROM domain:
MFROM domain can be found in the email header.
Find your email in the inbox - > More info - > Show original/header - > look for “smtp.mailfrom” and get the domain from this address (the part after the “@” symbol).
Where to check:
If you use a subdomain, is the main domain protected by SPF?
Using subdomain in email communication is highly recommended for protecting your deliverability and you should have all your domains covered by SPF record.
How to get your main domain:
In this case check only part “maindomain.com”.
Where to check:
Do you have a reputation score of at least 98 for your IP address?
Score for your IP address shows how trustworthy your IP address is and has a huge impact on your ability to deliver.
Where to get your sending IP address:
Sending IP address can be found in the email header.
Find your email in the inbox - > More info - > Show original/header - > look for a set of 4 numbers divided with dots like this: 192.157.21.54
Where to check:
Is your IP address not on a blocklist?
Blocklist is a set of addresses that are known for breaking the email best practices, fe. sending unwanted messages (spam) or hitting spam traps (explained below).
If you find yourself on blocklist (formerly known as blacklist), you can ask for delisting - contact the blocklist administrator and follow their instructions.
Where to get your sending IP address:
Sending IP address can be found in the email header.
Find your email in the inbox - > More info - > Show original/header - > look for a set of 4 numbers divided with dots like this: 192.157.21.54
Where to check:
Is the number of hits on spam traps 0?
Spam traps are email addresses used by Internet Service Providers (ISPs) and blocklist operators to identify senders who aren't following email best practices. These spam trap email addresses may have been legitimate at one time, but are now abandoned or invalid, some were meant to be spam traps from the time of establishing.
Where to get your sending IP address:
Sending IP address can be found in the email header.
Find your email in the inbox - > More info - > Show original/header - > look for a set of 4 numbers divided with dots like this: 192.157.21.54
Where to check:
Do you remove non-existent addresses from your database?
Removing non-existent addresses from your database is essential for keeping your ability to deliver at a high level.
Do you have a valid DKIM signature?
DKIM (DomainKeys Identified Mail) is an email authentication protocol that creates a digital signature that mailbox providers use to verify the identity of an email sender. It is part of antispam and spoofing protection.
Where to get data for your DKIM check:
You need your domain and selector and both can be found in the email header.
Find your email in the inbox - > More info - > Show original/header - > find there “DKIM-Signature” and in this part look for two variables:
d= this is your domain
s= this is your selector
Where to check:
Do you have the correct domain for the DKIM signature?
It is essential to have your domain protected, but you have to be sure you are protecting the correct domain.
Where to get data for your DKIM domain check:
Your DKIM domain can be found in the email header.
Find your email in the inbox - > More info - > Show original/header - > find there “DKIM-Signature” and in this part look for variable “d=your.signed.domain.com” - this is your domain
How to check:
Your sending domain should be covered by the domain used at DKIM signature.
Do you have a properly implemented DMARC record?
DMARC (Domain-based Message Authentication, Reporting and Conformance) is a method of authenticating email messages and is based on SPF and DKIM records. It is used for email messages validation to prevent spoofing.
How to get your domain:
In this case check only part “maindomain.com”.
Where to check:
We advise to have DMARC policy (parameter p) set to “reject” or at least ”quarantine”.
Do you have a Feedback-Loop implemented with major ESPs (Email Service Providers)?
A feedback-loop (FBL), sometimes called a complaint feedback loop, is an inter-organizational form of feedback by which a mailbox provider (MP) forwards the complaints originating from their users to the sender's organizations. MPs can receive users' complaints by placing report spam buttons on their webmail pages, or in their email client, or via help desks. The message sender's organization, often an email service provider, has to come to an agreement with each MP from which they want to collect users' complaints.
You have to apply for FBL, so if you don’t have any, contact the ESP you want the Feedback-loop from.
Do you use a third-level domain for sending emails?
Using subdomain in email communication is highly recommended for protecting your deliverability. We recommend consistently separating different types of communication (also because transactional emails have completely different headers).
For example:
main domain: yourdomain.com
Are you registered in Google Postmaster Tools?
With Postmaster Tools, you have access to data and diagnostics about your email, including delivery errors, spam reports, and feedback loops. To help email senders meet the requirements in our Email sender guidelines, we've added a new Compliance status dashboard to Postmaster Tools.
Do you encrypt communication using TLS?
Transport Layer Security (TLS) is a widely adopted security protocol designed to facilitate privacy and data security for communications over the Internet. TLS encryption ensures that no third party can read or modify the message.
The most recent version is TLS 1.3, which was published in 2018.
Do you send from the same (sub)domain to which links in the newsletter lead?
Links in your email should lead to the same domain you are using for delivering your emails. This can affect your deliverability, because messages without aligned elements can be considered as spoofing or phishing attacks.
How to check alignment:
main domain: yourdomain.com
Does a valid sending address exist?
Your sending address should be functional and you should check incoming messages.
How to check validity of email address:
Do you have functional abuse@yourdomain.cz and postmaster@yourdomain.cz email addresses created for each used domain?
Abuse and postmaster accounts are called role accounts. Role accounts are one of the most important internet-standard methods used by mailbox providers, customers, and others to ask questions, report abuse, or send notifications to senders. ISPs (Internet Service Providers) may expect that you have these mailboxes set up and they are needed for Feedback-Loop implementation.
Is your IP address warmed up properly?
This part is one of the important elements that affect your deliverability. You should send emails continually without any big drops or additional batches, because this behavior can be considered as spam attempt.
Where to get your sending IP address:
The sending IP address can be found in the email header.
Find your email in the inbox - > More info - > Show original/header - > look for a set of 4 numbers divided with dots like this: 192.157.21.54
Where to check:
Look at the ADDITIONAL INFORMATION part, EMAIL VOLUME HISTORY bookmark. The graph line there should be flat and without any huge drops or peaks.
Do you have low SPAM scores for the campaigns you send?
There are several words, phrases or even patterns that are often used by spammers and service providers are aware of them. The spam score metrics says how much of these practices are you getting. The lower the score the cleanest your email is.
Where to check:
There are several online tools you can use (fe. ), but we can get you a more detailed spam score via EmailOnAcid service. Contact us at .
Is the HTML template properly coded (= not using all-image emails)?
Sending all content in images has a negative impact on deliverability. It’s common spammer practice, so spam filters can block image-only emails. Plus some service providers don’t show pictures at first, so if users want to see any of the content they must allow showing pictures or reach for an online version of email.
Where to check:
Your email - check if your text is embedded in the pictures (not recommended) or if you can see texts out of the pictures (fe. you can select parts of the text with your cursor).
Did the delivered email not end up in the SPAM folder?
There are several “places” in the inbox your message can end up. Main inbox, promotions or spam folder. If you or your ESP are not following the best practices, emails can end in the spam folder. Check this regularly to avoid the worst case scenario - undelivered email.
Where to check:
Reach your inbox and look for your email. If it’s in the spam folder, you should focus on your deliverability issues.
Do you have the correct alignment for all domains used in the newsletter?
Unaligned domains in email can be a trigger for spam check. You should have the same domain through your contact with the receiving party, otherwise your message can be considered as a spoofing or phishing attempt.
How to check:
Sending address = address you are sending from
Target address = web address of your landing page, fe. www.yourdomain.com
Tracking link = the link used in the email - can be get via mouse right click and “Copy link address”
Return Path = can be found in the header, look for “Return-path”
All the domains should look alike like this:
DKIM d = yourdomain.com
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