DMA: Data and Marketing Association
Consumer Help

Email Deliverability 101

If you send marketing emails, this class is for you! Learn how deliverability works, how to send better emails, and how to grow your business with email in this one-day hands-on learning experience.

$599 non-members $999 Take This Course

Course Description

Email Deliverability 101 is a hands-on one-day learning experience. This class will cover multiple email deliverability concepts, as well as answer email marketing related questions that you have always wanted to ask. We will also have individual and team exercises to provide “real world” deliverability learning.

The course is a great fit for anyone in the email marketing field. If you and/or your company send marketing emails, this class is for you. Those interested in how email deliverability works, how to send better emails, and how to grow your business with email should attend. We will be covering both technical and non-technical pieces of email deliverability, but you don’t need to be technical to take this class.

This class covers the basics and fundamentals of email deliverability, and provides actual details, metrics, and tools that you and your team can use. You will walk away from this course with multiple action items to take back and improve your email marketing program! At the end of the class, each participant will be required to answer a 20 question exam to achieve the class certificate.


  • Key Terms
  • What Happens After You Hit Send
  • Bounces
  • Complaints
  • Blacklists
  • Spam Traps
  • Content
  • Email Headers
  • Email Filters (B2C and B2B)
  • ISP Tools and Dashboards
  • Authentication
  • Reputation Tools
  • Email Compliance Laws
  • & Much More


Ashley Dern
Deliverability Strategist Inbox Pros Read Biography »

What You'll Learn

Powered by:

  • InboxPros-logo

    A member of EEC (The Email Experience Council)


  • What is deliverability
  • Deliverability vs delivered

When you press send

  • What goes on in the background

IP & Domain basics

  • ESP & ISP
  • Path on an email
  • 4 basic steps to the inbox
  • Dedicated vs Shared IP
  • IP warming

What does reputation mean to me

  • Why recipients complain
  • Whitelisting -What is means
  • What is a blacklist
  • Examples of Blacklists
  • IP vs Domain Blacklist

Spam Traps, bounces & Phishing

  • What are typo traps
  • What are Grey traps
  • What are Pristine traps
  • How a bounce affects your reputation
  • Hard bounce vs soft bounce
  • What is Phishing?

Your ‘passport’ to the inbox

  • What is email authentication
  • DNS records/DNS Chart
  • ‘A host’ or ‘A-record’
  • Learn what CNAME is
  • Learn What MX, SOA, and TXT are
  • Learn what Sender Policy Framework is
  • DKIM, SPF authentication, and DMARC


  • Connection Settings
  • Rate Limiting


  • Campaign content chart
  • Content header example
  • Dissecting headers
  • Image content data
  • Subject line length
  • Keyword performance
  • Content tips
  • Content spam rules
  • List recommendations
  • Unsubscribe example
  • Preference page
  • Inactive recipients

List best practices

  • Basic list cleaning practices
  • List cleaning essentials
  • List management
  • List segmentation
  • Confirming email subscribers
  • Single vs double opt in
  • Captcha
  • Double entry

The In’s & outs of feedback loops

  • Feedback loops
  • Feedback loop offerings

ISP & filter best practices

  • Deliverability Signals
  • AOL best practices
  • AOL block details
  • Gmail best practices
  • Gmail Block details
  • TLS & Gmail
  • Gmail Postmaster tools
    • Authentication
    • Reputation
    • Spam complaints
    • Deliverability errors
  • Hotmail best practices
  • Microsoft (Hotmail, outlook, MSN, Live) SNDS
  • Outlook 400 SMTP Codes
  • Outlook 500 SMTP Codes
  • Cloudmark best practices
  • Mimecast
  • Watchgaurd reputation authority
  • Malware protection
  • How to increase network performance
  • Barracuda Central
  • Webroot
  • MYWOT.com

Recommended Tools

  • 250ok -inbox placement
  • 250ok -reputation informant
  • Email on acid -step by step

Laws & regulations to Know before pressing ‘send’

  • abuse@/postmaster@
  • Abuse.net
  • Privacy compliance -CAN-SPAM
  • Privacy Compliance -CASL
  • Implied Consent
  • Takeaways
  • Postmaster sites
  • Reputation sites


  • IP warming plan
  • Reputation building
  • IP & domain authentication
  • 24/7 monitoring & alerting
  • Deliverability reporting
  • Deliverability Audits
  • Block removal assistance
  • Feedback loop analysis
  • Bounce code assistance


Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Interested In Taking The Email Deliverability 101 Course?

Next Available Courses

There are currently no public classes scheduled. If you would like to bring this course to your company, please contact dmaeducationinfo@thedma.org

Interested in Email Marketing Training?

See more Email courses from DMA.


Login To Your Account