Email Deliverability: Bounce Rates, Complaints, Inbox Placement & List Hygiene
Measure bounces and complaint rates per mailbox provider, weight seed tests by your list, segment by engagement recency, roll the list forward with a sunset policy, score SPF/DKIM/DMARC, plan an IP warm-up and price the revenue of better inbox placement, with every cell checked as you go.
The first lesson is free — no account needed.
About this course
An email deliverability course that measures the campaigns of one fictional outdoor retailer, Pinecrest Outfitters, in a spreadsheet, for email marketers, CRM and lifecycle managers, deliverability consultants and marketing students. You split hard and soft bounces and spot the send that went to a bad list, calculate the spam complaint rate per mailbox provider and flag the ones above common thresholds, turn a seed test into inbox and spam rates and weight them by your own list, put subscribers into engagement segments by the recency of opens and clicks, roll the list forward six months with bounces, unsubscribes and sunset removals, score SPF, DKIM, DMARC and one-click unsubscribe per sending domain, plan a 14-day IP warm-up ramp, and price the revenue of better inbox placement. Fictional company and illustrative thresholds. Consent and anti-spam rules vary by country, with no mailbox or email provider affiliation. The first lab is free.
Lessons
- Delivered, Hard vs Soft Bounces and the Bounce RateFree
- Spam Complaint Rate per Mailbox Provider and Thresholds Pro
- Inbox Placement from Seed Tests, Weighted by Your List Pro
- Engagement Segments: Recency of Opens and Clicks Pro
- List Hygiene: Sunset Policy and List Decay over Six Months Pro
- Authentication Checklist: Scoring SPF, DKIM, DMARC and One-Click Unsubscribe Pro
- Warm-up Schedule for a New IP or Domain: The Daily Volume Ramp Pro
- Revenue Impact of Better Deliverability Pro