Everything in one place.
SETUP
A sending platform, not hosting mail SPF including the platform, as one record DKIM published exactly as given DMARC, starting with a monitoring policy A sender address on your own domain, monitored
LIST
Double opt-in A clear reason to subscribe, stated on the form Consent records retained Never purchased
SENDING
Consistent frequency, monthly for most Consistent sender name Mostly useful, occasionally promotional One clear action per message
BEFORE EVERY SEND
Test to yourself Click every link Check on a phone Confirm the segment and recipient count
AUTOMATIONS
Welcome message Post-purchase review request Cart recovery, for a shop
MAINTENANCE
Remove hard bounces immediately Re-engagement and pruning annually Export the list quarterly Check authentication quarterly
THE THREE THAT MATTER MOST
Authentication working. Consistent sending. Content people want.
