What are the best resources for global email sending requirements and best practices?

Summary

Successfully achieving global email deliverability requires a nuanced and multifaceted approach. Experts and marketers emphasize that there is no single, definitive resource; instead, a holistic strategy combining technical expertise, understanding of cultural nuances, and compliance with regional regulations is essential. Key elements include implementing robust email authentication (SPF, DKIM, DMARC), maintaining impeccable list hygiene, actively monitoring sender reputation, and adapting content to resonate with local audiences. Engaging with local organizations and utilizing local ESPs can further enhance deliverability in specific regions. Technical documentation from major email providers like Google and Microsoft underscore the importance of authentication, reputation management, and utilizing their provided tools for monitoring and optimization. The consensus is that global email deliverability is an ongoing process of adaptation, learning, and vigilant monitoring.

Key findings

  • No Single Source of Truth: Experts agree that there is no single comprehensive resource for global email deliverability; knowledge is dispersed and requires active research.
  • Authentication is Crucial: Implementation of SPF, DKIM, and DMARC is universally recommended as foundational for email authentication and trust.
  • Regional Adaptation is Key: Adapting content and strategies to align with cultural nuances, local regulations (e.g., GDPR), and regional preferences is vital for engagement.
  • List Hygiene Matters: Maintaining a clean, engaged email list through opt-in practices and regular cleaning prevents spam complaints and preserves sender reputation.
  • Reputation Monitoring is Essential: Actively monitoring sender reputation, bounce rates, and feedback loops enables proactive identification and resolution of deliverability issues.
  • Holistic Ecosystem View: Understanding the broader email ecosystem—including mailbox provider policies and consumer behavior—is more effective than simply following prescriptive rules.

Key considerations

  • Invest in Authentication: Prioritize implementing and maintaining SPF, DKIM, and DMARC to establish sender legitimacy and improve email placement.
  • Research Regional Requirements: Thoroughly research specific country requirements, regulations (such as GDPR, CAN-SPAM), and cultural norms before launching global campaigns.
  • Segment and Personalize: Segment email lists based on region, demographics, and behavior to deliver targeted and relevant content that resonates with recipients.
  • Monitor Performance: Regularly monitor key metrics like sender reputation, bounce rates, complaint rates, and engagement to identify and address deliverability issues promptly.
  • Engage with Local Resources: Consider joining local organizations (e.g., Signal Spam, CSA) and leveraging local ESPs to gain insights and support for specific markets.
  • Continuous Learning: Stay informed about evolving best practices, regulations, and mailbox provider policies through industry resources, networking, and continuous learning.

What email marketers say
14Marketer opinions

Successfully navigating global email sending requires a multi-faceted approach that goes beyond simple adherence to a universal set of rules. Key factors include respecting country-specific regulations and cultural nuances, obtaining explicit consent from recipients, and implementing robust email authentication protocols (SPF, DKIM, DMARC). Maintaining list hygiene, avoiding spam triggers, and actively monitoring sender reputation are also essential. Engagement with local organizations and the use of local ESPs can provide additional advantages in specific regions. Above all, it is a continuous process of learning, adapting, and actively monitoring to ensure optimal deliverability worldwide.

Key opinions

  • Country-Specific Regulations: Email deliverability is heavily influenced by country-specific regulations, such as GDPR in Europe and CAN-SPAM in the United States, necessitating compliance with diverse legal frameworks.
  • Cultural Nuances: Successful international email marketing requires adapting content to local languages and cultures, ensuring relevance and avoiding potential misunderstandings.
  • Email Authentication: Email authentication protocols (SPF, DKIM, DMARC) are critical for verifying sender identity and improving deliverability by reducing the risk of spoofing and phishing.
  • List Hygiene: Maintaining a clean and engaged email list through double opt-in, regular cleaning, and providing clear unsubscribe options is essential for avoiding spam traps and maintaining a positive sender reputation.
  • Sender Reputation: Monitoring sender reputation through feedback loops and other tools allows for early detection and mitigation of deliverability issues, ensuring consistent inbox placement.

Key considerations

  • Compliance: Understand and comply with relevant data protection laws, such as GDPR, CCPA, and CAN-SPAM Act, to avoid legal penalties and maintain customer trust.
  • Localization: Tailor email content and sending practices to the specific needs and preferences of each target market, considering language, culture, and time zones.
  • Authentication: Implement and maintain SPF, DKIM, and DMARC records to authenticate your email and improve deliverability.
  • List Management: Employ double opt-in, provide easy unsubscribe options, and regularly clean your email list to ensure high engagement and avoid spam complaints.
  • Monitoring: Monitor sender reputation, bounce rates, and feedback loops to identify and address deliverability issues promptly.
Marketer view

Email marketer from Email Geeks mentions that Tobias Eickelpasch speaks about email marketing in Germany on a podcast with Elias Crum of marketingguys.nl. They look at considerations for selecting an ESP in Germany, including balancing the demands of FISA 702 with GDPR.

January 2024 - Email Geeks
Marketer view

Email marketer from HubSpot details actionable tips to improve email deliverability, including cleaning up your contact list and segmenting it, authenticating your email, setting expectations for new subscribers, using a consistent 'from' name, avoiding spam trigger words, and monitoring sender reputation.

January 2023 - HubSpot
Marketer view

Email marketer from Email on Acid answers that list building best practices include obtaining explicit consent, using double opt-in, providing clear unsubscribe options, and regularly cleaning your list. They also caution against purchasing email lists, as this can damage your sender reputation.

August 2021 - Email on Acid
Marketer view

Email marketer from Email Geeks recommends focusing on specific countries rather than broad regions, noting significant differences between countries like France and Germany. Advises gathering information and asking around when expanding to a new country and staying updated after launch. Also advises that it may be beneficial to join local organizations such as Signal Spam in France or CSA in Germany.

September 2021 - Email Geeks
Marketer view

Email marketer from Reddit user shared that deliverability can vary significantly by country due to local ISPs, spam filtering practices, and regulations. Suggests researching specific country requirements and potentially using local ESPs for better deliverability.

December 2022 - Reddit
Marketer view

Email marketer from Email Geeks suggests looking into and contacting CSA (Certified Senders Alliance) for assistance with sending best practices in the EU.

October 2022 - Email Geeks
Marketer view

Email marketer from Mailjet shares key considerations for international email marketing, including adapting content to local languages and cultures, complying with local regulations (like GDPR in Europe), optimizing send times for different time zones, and choosing an ESP that supports global sending.

June 2021 - Mailjet
Marketer view

Email marketer from WordFly breaks down CAN-SPAM compliance. Key takeaways include avoiding false or misleading header information, not using deceptive subject lines, clearly identifying your message as an advertisement, providing your physical mailing address, including an unsubscribe link, honoring opt-out requests quickly, and monitoring what others are doing on your behalf.

May 2022 - WordFly
Marketer view

Email marketer from GMass shares methods for avoiding spam filters. Tips include warming up your IP address, setting up SPF, DKIM, and DMARC records, testing emails with a spam checker before sending, ensuring low bounce rates, not buying email lists, and including an unsubscribe link in every email.

June 2022 - GMass
Marketer view

Email marketer from Sendinblue provides a comprehensive guide to email deliverability, covering topics such as sender authentication, list management, content optimization, and monitoring reputation. They highlight the importance of using double opt-in, segmenting lists, and avoiding spam trigger words.

July 2022 - Sendinblue
Marketer view

Email marketer from Litmus discusses how GDPR impacts email marketing, emphasizing the need for explicit consent, data privacy, and the right to be forgotten. They advise reviewing and updating email marketing practices to ensure compliance with GDPR regulations.

June 2024 - Litmus
Marketer view

Email marketer from ActiveCampaign highlights the importance of segmenting your email list to improve engagement and deliverability. They explain how to segment based on demographics, behavior, and other factors, and provide tips for creating targeted email campaigns.

February 2024 - ActiveCampaign
Marketer view

Email marketer from StackExchange answers that country-specific regulations and email provider preferences affect deliverability. Suggests using a local ESP, monitoring feedback loops, and segmenting email lists by region to improve targeting and avoid spam traps.

May 2023 - StackExchange
Marketer view

Email marketer from Campaign Monitor answers that email authentication protocols such as SPF, DKIM, and DMARC help verify the sender's identity and improve email deliverability. They explain how to set up these protocols and emphasize their importance in protecting against email spoofing and phishing.

October 2021 - Campaign Monitor

What the experts say
6Expert opinions

Experts agree that a single, comprehensive resource for global email sending requirements doesn't exist. Instead, a holistic approach is needed, combining technical knowledge, understanding of consumer behavior, and awareness of mailbox provider policies. Networking, monitoring feedback loops, and maintaining good list hygiene are crucial. Deliverability is an ongoing process of adaptation and learning, requiring attention to various signals and data-driven decision-making.

Key opinions

  • No Single Source: There is no single, definitive resource for global email deliverability requirements and best practices.
  • Holistic Approach: Deliverability depends on a combination of technical knowledge, understanding consumer behavior, and awareness of mailbox provider policies.
  • Feedback Loops: Feedback loops (FBLs) are crucial for understanding how mailbox providers view your email and identifying potential deliverability issues.
  • Ecosystem Understanding: Deliverability success requires understanding the entire email ecosystem, not just following a rigid set of rules.

Key considerations

  • Networking: Build relationships with other deliverability professionals and ESPs to stay informed and get support when needed.
  • Monitoring: Continuously monitor blocklists, bounce rates, and feedback loops to identify and address deliverability issues.
  • List Hygiene: Maintain good list hygiene practices, including regular cleaning and segmentation, to improve engagement and avoid spam complaints.
  • Adaptability: Be prepared to adapt your sending practices based on data and feedback from mailbox providers and recipients.
Expert view

Expert from Email Geeks mentions a future project to create a new site with better organized advice and training resources for delivery folks, while also acknowledging the lack of a central resource. Mentions that EEC did a review of state/international laws around 2010.

February 2024 - Email Geeks
Expert view

Expert from Word to the Wise emphasizes the importance of feedback loops (FBLs) for understanding how mailbox providers view your email. They advise setting up FBLs with major providers to monitor complaint rates and identify potential deliverability issues, but highlight that FBL's aren't available everywhere. Using FBL data can help improve sending practices and sender reputation.

September 2022 - Word to the Wise
Expert view

Expert from Email Geeks states that global email deliverability knowledge is not written down in one place, except maybe internally at some ESP delivery desks. Suggests networking to find the right person or place to ask when issues arise. Also suggests following Al Iverson and Laura Atkins on Twitter.

December 2023 - Email Geeks
Expert view

Expert from Word to the Wise emphasizes that deliverability is more about the ecosystem than just following rules. Success relies on understanding consumer behavior, technical aspects of sending, and the policies of mailbox providers. They highlight the importance of paying attention to signals and using data to inform sending practices.

July 2021 - Word to the Wise
Expert view

Expert from Email Geeks suggests keeping an eye on his Spam Resource blog (www.spamresource.com and wombatmail.com/sr.cgi for the email list) for non-US specific content, but notes there isn't a single, solid resource for global deliverability requirements.

September 2024 - Email Geeks
Expert view

Expert from Spam Resource shares deliverability tips, including monitoring blocklists, authenticating email, maintaining good list hygiene, and segmenting sending. Recommends paying attention to bounce rates and adjusting content as needed. Emphasizes the importance of a good sending reputation.

June 2021 - Spam Resource

What the documentation says
4Technical articles

Technical documentation emphasizes authentication (SPF, DKIM, DMARC) as crucial for deliverability. Maintaining domain and IP reputation, list hygiene, and low spam rates are also paramount. Resources like Google Postmaster Tools and Microsoft Sender Support offer tools for monitoring and improving sending practices. DMARC builds upon SPF and DKIM, providing a framework for email authentication and policy enforcement, plus reporting to monitor results.

Key findings

  • Email Authentication: SPF, DKIM, and DMARC are essential for verifying sender identity and preventing email spoofing.
  • Reputation Management: Maintaining a positive domain and IP reputation is critical for ensuring email deliverability.
  • List Hygiene: Keeping email lists clean and engaged helps reduce spam complaints and improve deliverability.
  • Monitoring Tools: Google Postmaster Tools and Microsoft Sender Support provide valuable insights into email sending performance and reputation.
  • DMARC Framework: DMARC builds on SPF and DKIM for robust email authentication and provides reporting mechanisms.

Key considerations

  • Implement SPF, DKIM, and DMARC: Configure SPF, DKIM, and DMARC records correctly to authenticate your email and prevent spoofing.
  • Monitor Reputation: Regularly monitor your domain and IP reputation using available tools to identify and address potential issues.
  • Practice List Hygiene: Use double opt-in, provide easy unsubscribe options, and regularly clean your email lists to remove unengaged subscribers.
  • Analyze DMARC Reports: Use DMARC reports to monitor email authentication results and identify potential problems with your sending infrastructure.
  • Keep Spam Rates Low: Avoid using spam trigger words, sending unsolicited emails, and engaging in practices that could lead to high spam complaint rates.
Technical article

Documentation from Microsoft provides guidance on improving email deliverability, emphasizing the importance of domain reputation, IP address reputation, authentication (SPF, DKIM, DMARC), list hygiene, and content quality. They also advise monitoring sender reputation through their Sender Support resources.

February 2025 - Microsoft
Technical article

Documentation from Google Workspace outlines best practices for sending bulk emails to Gmail users, including authenticating email with SPF, DKIM, and DMARC; keeping spam rates low; using a consistent sending IP address; and monitoring feedback loops. They also recommend subscribing to their Postmaster Tools to monitor domain reputation.

October 2023 - Google Workspace
Technical article

Documentation from DMARC.org explains Domain-based Message Authentication, Reporting & Conformance (DMARC). It outlines how DMARC works with SPF and DKIM to provide a framework for email authentication and policy enforcement. They also explain how to use DMARC reports to monitor email authentication results and identify potential issues.

September 2022 - DMARC.org
Technical article

Documentation from RFC Editor describes Sender Policy Framework (SPF) for Authorizing Use of Domains in Email, Version 1. It outlines the technical specifications for SPF records and how they can be used to prevent email spoofing.

July 2022 - RFC-Editor