Master Email Deliverability in 2019

Course Curriculum

Chapter 1: Introduction to Email Deliverability

Lecture 1: Introduction

Lecture 2: What is Email Deliverability

Lecture 3: Why Email Deliverability is Important

Lecture 4: The Golden Rule of Email Deliverability

Lecture 5: High Level Overview

Chapter 2: Spam, ISPs, and Blacklists

Lecture 1: How Spam Filters Work

Lecture 2: Who are ISPs

Lecture 3: Who are Blacklists

Lecture 4: Spam Traps

Lecture 5: Legal Requirements for Email

Lecture 6: CAN-SPAM

Lecture 7: CASL

Lecture 8: What do ISPs Look For

Chapter 3: Sender Reputation

Lecture 1: What is Sender Reputation?

Lecture 2: Reputation Factors

Lecture 3: Best Practices for Sender Reputation

Lecture 4: Segmentation

Lecture 5: Sunset Policy

Lecture 6: Bounces

Lecture 7: List Hygiene

Lecture 8: Hygiene Factors

Lecture 9: Email Verification Services

Lecture 10: Monitor Blacklists

Lecture 11: Email Monitoring Tools

Chapter 4: Infrastructure

Lecture 1: Infrastructure Factors

Lecture 2: Sender Authentication

Lecture 3: DKIM, SPF, Sender ID, DMARC

Lecture 4: Feedback Loops

Lecture 5: Whitelisting

Lecture 6: Warming Up and Priming IPs

Lecture 7: Automated Subscriber Removal

Lecture 8: Finding a good ESP

Chapter 5: Engagement

Lecture 1: Factors of Engagement

Lecture 2: Best Practices for Engagement

Lecture 3: Messaging

Lecture 4: Timing

Lecture 5: Frequency

Lecture 6: Ask to Whitelist

Chapter 6: Writing Good Emails

Lecture 1: Writing Good Emails

Lecture 2: Improve Readability

Lecture 3: Use Branding In Your Send Name

Lecture 4: Make Your Sender Address More Personal

Lecture 5: Optimize for Mobile

Lecture 6: Optimize Images

Lecture 7: Create Both Plain Text and HTML Emails

Lecture 8: Include an Unsubscribe Button

Lecture 9: Test it

Lecture 10: What to Avoid – Spam Words, Red, Capital Letters, Too Many Links

Chapter 7: Best Practices – Putting It All Together

Lecture 1: Putting it all together

Lecture 2: Set Expectations Early

Lecture 3: Encourage Engagement

Lecture 4: Include the List-Unsubscribe Header

Lecture 5: Opt-ins, Preference Center, and Dedicated Complaint Emails

Lecture 6: Filter Sign Ups

Lecture 7: Dealing with Complaints

Lecture 8: Contacting Blacklists

Lecture 9: Re-engaging Inactive Accounts

Chapter 8: Conclusion

Lecture 1: Outro + Conclusion

Lecture 2: Bonus