Email deliverability and list segmentation
Why marketing email lands in the inbox or the spam folder: sender authentication (SPF, DKIM, DMARC alignment), complaints, bounces and engagement, and mailbox providers' published sender requirements. Then keep lists healthy with suppression, sunset rules and segments built on consent and interest, and diagnose a sudden drop.
- Level
- Intermediate
- Length
- About 55 minutes
- Contents
- 3 lessons · 1 video · final exam
- Status
- Published · updated 1 Oct 2026
Skills you'll practise
- Explain in plain terms what SPF, DKIM and DMARC alignment do for a sender
- Summarize the main bulk-sender requirements Gmail and Yahoo publish, and where to check the current version
- Calculate bounce and complaint rates with a stated denominator and judge them against provider guidance
- Decide which addresses to suppress, re-engage or keep, and build segments from consent and interest
- Diagnose a sudden deliverability drop by checking recent changes before changing content
Course outline
- 1.Email deliverability and list healthVideo · 2 min
- 2.How mailbox providers decideLesson · 17 min
- 3.List health and segmentationLesson · 15 min
- 4.Monitoring and fixing problemsLesson · 14 min
- 5.Email deliverability and list segmentation: knowledge checkKnowledge check · 17 questions
- 6.The newsletter went to spamScenario
- 7.Final exam10 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
- Google Workspace Admin Help: Email sender guidelines (Gmail)
- Google Workspace Admin Help: Email sender guidelines FAQ
- Yahoo Sender Hub: Sender best practices and requirements
- Microsoft Defender for Office 365 blog: Outlook's new requirements for high-volume senders (2025)
- IETF RFC 7208: Sender Policy Framework (SPF)
- IETF RFC 6376: DomainKeys Identified Mail (DKIM) Signatures
- IETF RFC 9989: Domain-based Message Authentication, Reporting, and Conformance (DMARC) (obsoletes RFC 7489)
- IETF RFC 8058: Signaling One-Click Functionality for List Email Headers
- US FTC: CAN-SPAM Act, a compliance guide for business
- UK ICO: Guide to PECR, electronic mail marketing
See it with your own jobs and topics
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