Scope of Work: Email Deliverability Optimization & Monitoring

1. Discovery & Audit

• Review client’s current email marketing practices, platforms, and sending infrastructure.
• Audit historical campaign performance, including bounce rates, spam complaints, open rates, and engagement metrics.
• Identify deliverability challenges, such as blacklisting, authentication issues, or content-related triggers.
• Map sender domains, IP addresses, and email authentication standards (SPF, DKIM, DMARC).

2. Strategy & Planning

• Define objectives for email deliverability improvement:
  • Maximize inbox placement
  • Reduce bounce and spam rates
  • Improve engagement metrics (opens, clicks, conversions)
• Segment audiences for better targeting and reduced complaint rates.
• Plan sending schedules, frequency, and volume strategies for optimal delivery.
• Establish KPIs: inbox placement rate, bounce rate, spam complaints, engagement rate, and sender reputation.

3. Technical Setup & Integration

• Ensure proper email authentication: SPF, DKIM, and DMARC configuration.
• Configure dedicated IPs or domain warm-up processes for new sending domains.
• Integrate email marketing platform with CRM for clean audience management.
• Set up tracking and monitoring for opens, clicks, bounces, complaints, and unsubscribes.

4. Workflow & Automation

• Implement automated list hygiene processes:
  • Remove invalid or inactive emails
  • Suppress unsubscribed or bounced addresses
• Trigger engagement-based campaigns to improve sender reputation:
  • Re-engagement sequences for inactive subscribers
  • Segmented campaigns based on past engagement
• Automate reporting on deliverability metrics to marketing teams.

5. Content Optimization

• Review and optimize email templates for deliverability:
  • Avoid spammy language or excessive imagery
  • Use responsive and clean HTML designs
  • Ensure proper text-to-image ratios and clear call-to-actions
• Test subject lines, sender names, and preheader text for engagement and deliverability.

6. Testing & QA

• Conduct deliverability tests using seed lists across major ISPs (Gmail, Outlook, Yahoo, etc.).
• Monitor inbox placement, spam folder rates, and email rendering.
• Test automated workflows, triggers, and audience segmentation accuracy.
• Validate tracking and reporting for consistency and accuracy.

7. Reporting & Analytics

• Track and report key deliverability metrics:
  • Bounce and complaint rates
  • Open and click-through rates
  • Inbox placement and spam folder placement
  • Engagement trends by segment, campaign, and time
• Provide dashboards and reports to marketing teams and management for actionable insights.

8. Optimization

• Continuously monitor sender reputation and engagement metrics.
• Adjust sending schedules, frequencies, and content strategies based on analytics.
• Implement A/B testing for subject lines, templates, and campaign timing.
• Optimize list segmentation and hygiene processes for maximum deliverability.

9. Ongoing Monitoring & Support

• Monitor deliverability and sender reputation in real-time.
• Update authentication, infrastructure, and sending strategies as needed.
• Provide guidance and training for marketing teams on best practices for deliverability.
• Conduct periodic audits and continuous improvements to maintain high inbox placement rates.

Value Delivered

• Improved email inbox placement and reduced bounce rates.
• Higher engagement and conversion rates from optimized email campaigns.
• Automated monitoring and reporting for proactive deliverability management.
• Enhanced sender reputation and compliance with email standards.
• Scalable system to support growing email campaigns and audience lists efficiently.