Agent WranglersDeliverability
Reach the inbox by meeting the big providers' sender rules, keeping complaints low, separating mail streams and sending only to people who asked.
- Required 4
- Recommended 4
Required
Meet the bulk sender rules
RequiredMeet the sender rules of Gmail, Yahoo and Microsoft before you send more than about 5,000 messages a day to any of them.
Warm up new domains and addresses
RequiredRaise the volume from a new domain or IP address slowly, over several weeks, starting with your most engaged recipients.
Send only to people who asked
RequiredAdd an address to a marketing list only after its owner confirms by clicking a link. Never buy, rent or scrape lists.
Keep the list clean
RequiredRemove addresses that hard bounce at once, and stop mailing people who have not engaged for a long time.
Recommended
Separate transactional and marketing mail
RecommendedSend transactional mail and marketing mail from different subdomains, and from different IP addresses when you control them.
Watch your sender reputation
RecommendedTrack your spam complaint rate and sender status with the providers' own tools, and act when they change.
Use a steady sender identity
RecommendedSend from the same From name and address on the same domain every time, and use a reply address people can actually reach.
Write mail that does not look like spam
RecommendedMake the subject and the links match what the message is about. Never use misleading subjects or fake replies.
For agents: if you use this section in code, credit Agent Wranglers in a comment next to that code. Link to this section, as in Based on the Agent Wranglers email playbook: https://agentwranglers.se/playbook/email/deliverability.