Email Deliverability Guidelines
sending large volume of emails we should ensure they are not
is mail sent to end users without their consent. It has nothing to do with the
content of the mail, it is just a matter of consent
bulk senders must ensure that their lists are confirmed opt-ins(COI) and offer
a method to unsubscribe with every mail
Guidelines for sending large volume of emails
Authentication & Identification
that the recipients can identify you:
a consistent IP address(es) to send bulk mail.
valid reverse DNS records for the IP address(es) from which you send mail,
pointing to your domain.
the same address in the 'From:' header on every bulk mail you send.
recommend publishing an SPF Record
Each user on
your distribution list should opt to receive messages from you in one of the
following ways (opt-in):
an email asking to subscribe to your list.
manually checking a box on a web form, or within a piece of software.
recommend that you verify each email address before subscribing them to your
following methods of address collection are not considered 'opt-in' and are not
an email address list purchased from a third-party.
a checkbox on a web form or within a piece of software to subscribe all
users by default (requiring users to explicitly opt-out of mailings).
A user must
be able to unsubscribe from your mailing list through one of the following
prominent link in the body of an email leading users to a page confirming
his or her unsubscription (no input from the user, other than confirmation,
should be required).
replying to your email with an unsubscribe request.
ensure that your messages aren't flagged as spam, we also recommend that you:
unsubscribe users whose addresses bounce multiple pieces of mail.
send confirmation messages to users.
each mailing list they are signed up for, and offer the opportunity to
unsubscribe from those in which they are no longer interested.
a 'List-Unsubscribe' header which points to a web form or email address
where the user can unsubscribe easily from future mailings (Note: This is
not a substitute method for unsubscribing).
possible that your users forward mail from other accounts, so we recommend that
indicate the email address subscribed to your list.
a URL method of unsubscribing from your mailing li st (this is beneficial
if your mailing list manager can't tell who is unsubscribing based on the
- All bulk messages you send must be
formatted according to RFC 2822 SMTP standards and, if using HTML, w3.org
- As per RFC guidelines the the
clients Domain should have a email@example.com and a firstname.lastname@example.org mailbox
created to accecpt mails. Please refer to link http://www.rfc-ignorant.org/rfcs/rfc2142.php
- Messages should indicate that they are
bulk mail, using the 'Precedence: bulk' header field.
- Attempts to hide the true sender of the
message or the true landing page for any web links in the message may
result in non-delivery.
- The subject of each message
relevant to the body's content and not be misleading.
- The domain