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Email Marketing

Email Deliverability Improvement Plan

use this prompt when:

  • Your email open rates or click-through rates are declining despite strong content
  • You’re experiencing increased bounces or spam folder placement with specific email providers
  • You’re scaling your email marketing program and need to maintain deliverability standards
  • You’ve recently changed email service providers or IP addresses
  • You’re noticing declining engagement metrics that may signal deliverability issues

The prompt

Develop a strategic plan to improve email deliverability for <business name>‘s email program reaching <subscriber count> subscribers through <email service provider>. Create a comprehensive approach addressing technical configuration including authentication standards (SPF, DKIM, DMARC), IP and domain reputation management, list hygiene protocols, content optimization for spam filter avoidance, and engagement-based sending strategies. Include specific recommendations for addressing our current deliverability challenges with <problem mailbox providers>, diagnostic approaches for ongoing monitoring, remediation plans for potential issues, and success metrics beyond inbox placement rates. Focus particularly on improving deliverability to our high-value subscriber segments in the <industry/sector> vertical.

Copy prompt

How to customize

Email Deliverability Improvement Plan
Variables
Description
Variables
business name
Description
Enter your company or brand name that sends the email communications.
Variables
subscriber count
Description
Specify the approximate number of subscribers on your email list (e.g., 50,000, 250,000).
Variables
email service provider
Description
Indicate which ESP you use (e.g., Klaviyo, Mailchimp, HubSpot, Braze).
Variables
problem mailbox providers
Description
List specific email providers where you're experiencing deliverability issues (e.g., Gmail, Yahoo, Outlook).
Variables
industry/sector
Description
Specify your primary industry or customer segment (e.g., beauty products, subscription services, apparel).

Example Output

Email Deliverability Improvement Plan for Glow Cosmetics

 

Executive Summary

Based on analysis of Glow Cosmetics’ current email program reaching 175,000 subscribers through Klaviyo, we’ve identified several key deliverability improvement opportunities. The plan below addresses technical gaps, list quality issues, and strategic sending approaches to specifically improve inbox placement at Gmail and Yahoo, which currently represent 73% of your subscriber base and where deliverability has dropped below 80% in the past quarter.

 

Technical Authentication & Infrastructure

Current State Assessment

  • SPF record exists but is incomplete (missing Klaviyo’s sending domains)
  • DKIM is implemented but key rotation hasn’t occurred in 18 months
  • DMARC policy set to “none” without reporting configuration
  • Sending from shared IP pool with fluctuating reputation

 

Recommended Actions

  1. Authentication Protocol Updates
    • Update SPF record to include all sending sources and implement proper “include” mechanisms by April 20
    • Implement 1024-bit DKIM keys with quarterly rotation schedule
    • Progressively implement DMARC with p=quarantine (10%) by May 15, increasing to 100% by July 1
    • Enable DMARC aggregate reporting to deliverability@glowcosmetics.com
  2. Infrastructure Optimization
    • Transition to dedicated IP address ($75/month additional cost)
    • Implement proper IP warming schedule over 4 weeks (detailed day-by-day sending volume schedule attached)
    • Create subdomain for transactional messaging (receipts.glowcosmetics.com) separate from marketing communications

 

List Hygiene & Management

Current State Assessment

  • 37% of subscribers haven’t engaged in 6+ months
  • Suppression list management is manual and inconsistent
  • Unsubscribe processes require multiple clicks, increasing spam complaints

 

Recommended Actions

  1. Immediate List Cleaning
    • Remove hard bounces and spam complainers immediately
    • Implement sunset policy for non-engagers (12-month inactivity for purchases, 6-month for email)
    • Execute re-engagement campaign for 6-9 month inactive subscribers before suppression
  2. Ongoing Hygiene Procedures
    • Implement real-time bounce processing and suppression
    • Create automated list hygiene workflow in Klaviyo running weekly
    • Add confirmed opt-in process for new beauty quiz participants (highest complaint source)

 

Content & Deliverability Optimization

Current State Assessment

  • Image-to-text ratio averaging 80:20 across campaigns
  • Subject lines frequently using spam trigger terms (“FREE”, excessive punctuation)
  • Inconsistent sending patterns with volume spikes during promotions

 

Recommended Actions

  1. Content Improvements
    • Redesign email templates to 60:40 image-to-text ratio
    • Implement preheader text optimization for each campaign
    • Create spam trigger word checklist for marketing team review
    • Revise link structures to avoid URL shorteners and implement proper tracking parameters
  2. Sending Strategy Refinements
    • Implement engagement-based segmentation for sending frequency
    • Create predictable sending cadence (Tuesday/Thursday/Sunday for promotional content)
    • Develop preference center to allow subscribers to select interests and frequency
    • Morning sends (9-11am) for skincare education content based on historical engagement data

 

Mailbox Provider-Specific Strategies

Gmail (62% of subscribers)

  • Implement Gmail annotations for promotional emails
  • Leverage Google Postmaster Tools for reputation monitoring
  • Specifically target 4+ star review purchasers for engagement campaigns

 

Yahoo (11% of subscribers)

  • Reduce sending frequency by 30% with higher targeting precision
  • Implement feedback loop processing and immediate suppression
  • Split large campaigns into smaller batches with 30-minute intervals

 

Monitoring & Measurement Framework

Key Performance Indicators

  • Inbox placement rate (target: 95%+ across providers)
  • Spam placement rate (target: <2% across providers)
  • Complaint rate (target: <0.1% per campaign)
  • Domain reputation scores (target: “High” or equivalent at all major providers)
  • Engagement rate of first-time purchasers (currently most valuable segment)

Measurement Tools & Cadence

  • Implement ReturnPath or 250ok deliverability monitoring tool by May 1
  • Establish weekly deliverability scorecard for marketing leadership review
  • Create monthly reputation audit process for blacklist monitoring and remediation
  • Set up dedicated seed list testing for high-value “Beauty Insider” segment

 

Implementation Timeline & Resources

[Detailed Gantt chart with 90-day implementation schedule, resource requirements, and responsibility assignments]

Pro tips

Email Deliverability Improvement Plan
  1. Prioritize engagement metrics over list size. Even with perfect technical setup, poor engagement is the #1 factor that drives ISPs to filter your emails to spam or promotions folders.
  2. Test your deliverability improvements incrementally. Make one change at a time and measure impact before implementing multiple changes, especially when adjusting authentication protocols.
  3. Create segment-specific sending strategies. Your VIP customers should receive different frequency and content than one-time purchasers or leads, which improves overall engagement metrics.
  4. Invest in dedicated deliverability monitoring. The cost of tools like ReturnPath or 250ok is minimal compared to the revenue impact of even a 5% improvement in inbox placement rates.

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