Online Class Email Deliverability 101

SKU: email101

Course Overview
Our Email Deliverability course is a hands-on, one-day learning experience. This class will cover multiple email deliverability concepts, as well as answer email marketing related questions. It will also have individual and team exercises to provide “real world” deliverability training. At the end of the class, each participant will be required to answer a 20-question exam to achieve the class certificate.

The course is a great fit for anyone in the email marketing field. If you and/or your company send marketing emails, this class is for you. Those interested in how email deliverability works, how to send better emails, and how to grow your business with email should attend. We will be covering both technical and non-technical pieces of email deliverability, but you don’t need to be technical to take this class.

This class covers the basics and fundamentals of email deliverability, and provides actual details, metrics, and tools that you and your team can use. You will walk away from this course with multiple action items to take back and improve your email marketing program! At the end of the class, each participant will be required to answer a 20 question exam to achieve the class certificate.



  • What is deliverability
  • Deliverability vs delivered
  • Search and download new email lists through Google

When you press send

  • What goes on in the background

IP & Domain basics

  • ESP & ISP
  • Path on an email
  • 4 basic steps to the inbox
  • Dedicated vs Shared IP
  • IP warming

What does reputation mean to me

  • Why recipients complain
  • Whitelisting -What is means
  • What is a blacklist
  • Examples of Blacklists
  • IP vs Domain Blacklist

Spam Traps, bounces & Phishing

  • What are typo traps
  • What are Grey traps
  • What are Pristine traps
  • How a bounce affects your reputation
  • Hard bounce vs soft bounce
  • What is Phishing?

Your ‘passport’ to the inbox

  • What is email authentication
  • DNS records/DNS Chart
  • ‘A host’ or ‘A-record’
  • Learn what CNAME is
  • Learn What MX, SOA, and TXT are
  • Learn what Sender Policy Framework is
  • DKIM, SPF authentication, and DMARC


  • Connection Settings
  • Rate Limiting


  • Campaign content chart
  • Content header example
  • Dissecting headers
  • Image content data
  • Subject line length
  • Keyword performance
  • Content tips
  • Content spam rules
  • List recommendations
  • Unsubscribe example
  • Preference page
  • Inactive recipients

List best practices

  • Basic list cleaning practices
  • List cleaning essentials
  • List management
  • List segmentation
  • Confirming email subscribers
  • Single vs double opt in
  • Captcha
  • Double entry

The In’s & outs of feedback loops

  • Feedback loops
  • Feedback loop offerings

ISP & filter best practices

  • Deliverability Signals
  • AOL best practices
  • AOL block details
  • Gmail best practices
  • Gmail Block details
  • TLS & Gmail
  • Gmail Postmaster tools
    • Authentication
    • Reputation
    • Spam complaints
    • Deliverability errors
  • Hotmail best practices
  • Microsoft (Hotmail, outlook, MSN, Live) SNDS
  • Outlook 400 SMTP Codes
  • Outlook 500 SMTP Codes
  • Cloudmark best practices
  • Mimecast
  • Watchgaurd reputation authority
  • Malware protection
  • How to increase network performance
  • Barracuda Central
  • Webroot

Recommended Tools

  • 250ok -inbox placement
  • 250ok -reputation informant
  • Email on acid -step by step

Laws & regulations to Know before pressing ‘send’

  • abuse@/postmaster@
  • Privacy compliance -CAN-SPAM
  • Privacy Compliance -CASL
  • Implied Consent
  • Takeaways
  • Postmaster sites
  • Reputation sites


  • IP warming plan
  • Reputation building
  • IP & domain authentication
  • 24/7 monitoring & alerting
  • Deliverability reporting
  • Deliverability Audits
  • Block removal assistance
  • Feedback loop analysis
  • Bounce code assistance
List price: $199.00
Price: $199.00