Email Deliverability Best Practices for 2026

Email deliverability is more challenging than ever. Here are the strategies that work in 2026.

Authentication is Non-Negotiable

SPF, DKIM, and DMARC are now table stakes. Gmail and other providers are increasingly strict about authentication. Make sure all three are properly configured for every sending domain.

Warm Up New IPs and Domains

Never blast emails from a new IP or domain. Gradually increase sending volume over 2-4 weeks, starting with your most engaged subscribers.

Monitor Your Metrics

• Keep bounce rates under 2%
• Complaint rates should be under 0.1%
• Monitor delivery rates across providers
• Track inbox placement, not just delivery

Clean Your Lists Regularly

Remove bounces immediately. Sunset inactive subscribers after 6-12 months of no engagement. Use email verification services before importing new lists.

Segment Your Sending

Use different IPs or domains for transactional vs. marketing emails. This protects your critical transactional mail if marketing campaigns have issues.