📩 2025 Deliverability Playbook

Inbox rules changed across major providers in the past year, and many senders felt it.
If your messages feel harder to place, do not panic. The fix is a clear setup, clean lists, and steady habits.
This guide gives you a plain checklist plus a short rescue plan that you can run in three weeks.

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Authenticate your mail

Set up SPF and DKIM for your domain. Add a DMARC record to start with policy p=none and add rua and ruf reports to an inbox you watch. This proves your identity and helps providers trust your traffic. After a few weeks of clean sending, you can tighten that policy.

Make unsubscribe one click

Add both headers: List-Unsubscribe with a mailto or URL, and List-Unsubscribe-Post with List-Unsubscribe=One-Click. Place a clear link in the footer, too. When leaving is simple, fewer readers hit the junk button. Fewer complaints protect your domain standing.

Keep complaints tiny

Aim for fewer than one in a thousand sends that trigger a complaint. If you see a spike, trim your next send to your most active readers, slow your tempo, and use clear subject lines. Re-engage cold contacts only after a rest period, and remove those who do not interact.

Split traffic by purpose

Send receipts, password resets, and similar alerts from one domain or subdomain, and marketing messages from another. This keeps vital alerts safe if marketing draws complaints. It also gives you cleaner data when you check the reputation.

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Use Gmail promotions annotations

Add annotations so mobile readers see your logo and a clear end date for time-bound campaigns inside the Promotions view. Prepare a small JSON block, test it, and include it in messages that carry a special push. It looks polished and can lift visibility without tricks.

a 21-day rescue plan

Days 1 to 3: silence cold segments, send only to your highest click group, and confirm your headers. Days 4 to 7: continue with engaged readers, tighten copy for clarity, and reduce frequency. Days 8 to 14: run a single re-engagement note to a warm group, then pause those who stay silent. Days 15 to 21: widen a bit, keep monitoring complaints each day, and expand only if trends stay stable.

Your weekly routine

Check Postmaster Tools, watch complaints, hard bounces, and clicks. Prune dead weight every week. Keep templates tidy, keep links consistent, and ship on a steady schedule. If you want the setup checklist and header snippets, reply and I will send them.

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