Documentation
README
Deliverability Optimization — Email Deliverability Optimization Methodology
Technical deliverability expertise used by the editor-in-chief and analyst agents when designing final edits and send strategies.
Why Deliverability Matters
No matter how perfect your newsletter is, if it doesn't reach the inbox, all effort is wasted. On average, 15–20% of emails land in spam folders or promotional tabs.
Spam Filter Trigger Avoidance Guide
Subject Line Spam Trigger Words
| Risk Level | Word/Pattern | Alternative |
|---|---|---|
| High | Free, FREE, 100% off, Winner | "Complimentary," "Gift," "Special offer" |
| High | !!!, ???, ALL CAPS | One exclamation max, sentence case |
| Medium | Act now, Urgent, Deadline | "By this week," "Limited time" |
| Medium | Click here, Click now | "Check it out," "Take a look" |
| Low | Re:, Fwd: (fake reply/forward) | Absolutely prohibited — destroys trust |
Body Content Filtering Rules
- Image-to-text ratio: Keep images at 40% or less, text at 60% or more
- Link count: 5–7 per email is optimal; 15+ risks spam classification
- Shortened URLs: Shortened URLs (bit.ly, etc.) trigger spam filters — use original URLs
- HTML code quality: No broken tags or excessive inline styles
- Unsubscribe link: Must be clearly included at the bottom (legal obligation + spam prevention)
Sender Reputation Management
| Factor | Optimal State | Management Method |
|---|---|---|
| Bounce Rate | Below 2% | Remove hard bounces immediately, soft bounces after 3 |
| Spam Complaint Rate | Below 0.01% | Maintain content quality, make unsubscribing easy |
| Authentication | SPF + DKIM + DMARC configured | Coordinate with domain administrator |
| Dedicated IP | When sending 100K+/month | Shared IPs are affected by others' reputation |
| IP Warm-up | Gradual increase over 2–4 weeks for new IPs | Day 1: 50 emails → double daily → target volume |
Email Client Rendering Checks
Rendering issues that must be verified during newsletter editing:
| Client | Considerations |
|---|---|
| Gmail | Prevent Promotions tab classification — reduce images, increase text, use personal tone |
| Outlook | Limited CSS support — avoid complex layouts, use table-based layouts |
| Apple Mail | Dark mode support — use transparent background images, test color inversion |
| All Mobile | Single-column layout, buttons minimum 44x44px, font 14px+ |
Gmail Promotions Tab Avoidance Strategy
- Personal tone: "Hi [Name]" — minimize marketing-speak
- Minimize images: Text-centric, limit to 1–2 images
- Minimize links: Keep to 2–3 essential links only
- Encourage replies: "Reply to this email" — signals two-way communication
- Sender name: Personal name over brand name (e.g., "Jane from [Newsletter Name]")
Legal Compliance Checklist
Legal requirements that must be verified when publishing a newsletter:
CAN-SPAM (US)
- Physical mailing address included
- Unsubscribe processed within 10 business days
- No deceptive subject lines
GDPR (EU)
- Explicit consent (no pre-checked boxes)
- Data processing purpose stated
- Data deletion request handling system
- Privacy policy link
CASL (Canada)
- Express or implied consent obtained
- Sender identification included
- Unsubscribe mechanism provided
Editor-in-Chief's Pre-Send Checklist
| # | Item | Check |
|---|---|---|
| 1 | No spam trigger words in subject line | [ ] |
| 2 | Preheader text configured | [ ] |
| 3 | All links verified working | [ ] |
| 4 | Image alt text entered | [ ] |
| 5 | Mobile rendering tested | [ ] |
| 6 | Unsubscribe link working | [ ] |
| 7 | Sender information accurate | [ ] |
| 8 | A/B test setup confirmed | [ ] |
| 9 | Send time optimized per segment | [ ] |
| 10 | Test send → receipt confirmed | [ ] |