Year-End CRM Cleanup Checklist
October 29, 2026
Pre-Send Email Deliverability Checklist Template for Cleaner Campaigns
Pre-Send Email Deliverability Checklist Template for Cleaner Campaigns
A campaign that lands in spam usually has been in trouble days before anyone pressed send. This pre-send email deliverability checklist works as a countdown. Instead of one long list, the checks are grouped by when they need to happen and who should own them, so authentication is sorted a week out and nothing is left to the final hour.
Tick items off right on this page, or download the template to assign owners and keep a record for every campaign. Pair it with our November deliverability newsletter for the thinking behind each check.
4
stages before send
20
checks in total
4
owners across teams
1
sheet to track it all
Preview the Pre-Send Checklist Template
The downloadable sheet has one row per check, with an owner, a status, a date and a notes column. It opens in Excel and Google Sheets.
- Copy it for every campaign.
- Give each stage a named owner.
- Keep the finished sheet as your send record.
The Pre-Send Checklist: A Countdown to Send
Tick-off progress is not saved on this page, so use the downloadable template when you need a record for each campaign.
7 DAYS OUT
Authentication and DNS
Owner: IT. Test all three records with the free ReachStream Email Authentication tool.
- SPF record includes every sending service. A sender missing from SPF can fail checks and look like spoofed mail.
- DKIM signing is enabled for the sending domain. Signed messages help receivers confirm the email was not changed in transit.
- DMARC policy is published and reports are read. It tells receivers how to treat mail that fails authentication.
- Sending and reply-to domains align. Misaligned domains can cause authentication to fail.
- Domain and IP reputation look healthy. Check blocklists and mailbox provider dashboards before a large send.
3 DAYS OUT
List Quality
Owner: Operations. Run the file through ReachStream Email Verifier, which accepts CSV batches of up to 25K emails.
- The list has been verified. Invalid addresses cause hard bounces that hurt sender reputation.
- Invalid and Do Not Mail contacts are removed. High-risk addresses and potential spam traps can damage reputation.
- Catch-all and risky contacts have a plan. Decide whether to send, segment, or hold them back instead of guessing.
- Duplicates and role-based addresses are cleaned. Repeat sends to one inbox increase complaint risk.
- Unsubscribes and past complainers are suppressed. Mailing opted-out contacts is a fast route to spam complaints.
1 DAY OUT
Content and Compliance
Owner: Marketing.
- Subject line and preview text match the email. Misleading subject lines raise complaint rates.
- Every link points to the right page. Broken links or mismatched domains look suspicious to filters.
- Images are optimized and the text is readable. Image-heavy emails can trigger filters and load slowly.
- A clear unsubscribe option is included. Bulk senders are expected to offer an easy opt-out, including one-click unsubscribe.
- Sender name, address and reply-to are correct. Clear sender details build trust with people and with filters.
SEND DAY
Send and Monitor
Owner: Sales Ops.
- Warm-up or volume ramp is planned. Sudden spikes on a new domain or IP can look like spam.
- A seed test reached major inboxes. Confirm rendering and placement on a few different providers.
- The send is staggered and timed for the audience. Smoother sending reduces the chance of throttling.
- Bounce and complaint alerts are on. You can pause quickly if a problem shows up.
- Results are logged after the send. Trends show what to fix before the next campaign.
Not sure your SPF, DKIM and DMARC are set up?
Check your domain with the free ReachStream Email Authentication tool before the countdown starts.
Go or No-Go: The Final Send Decision
Before you press send, run one last gate. If anything lands in the right-hand column, fix it first.
Go
- SPF, DKIM and DMARC all pass.
- The list is verified and invalid addresses are gone.
- The seed test landed where you expected.
- Alerts are on and someone is watching the send.
No-go
- An authentication record is missing or failing.
- Bounces on recent sends are climbing. Many teams aim to stay under 2%.
- Spam complaints are nearing 0.10%, the level Google and Yahoo ask bulk senders to stay under.
- The list includes unverified or very old contacts.
Wrap-Up: Send With Confidence Every Time
Strong deliverability is built before you press send. Authentication, list quality, sender reputation, content and monitoring all play a part, and a simple pre-send email deliverability checklist keeps them in view. Download the template, assign owners, and make it a standard step in every campaign. No checklist can guarantee inbox placement, but it can help you avoid the mistakes that put it at risk.
Cleaner lists start with ReachStream Email Verifier
SMTP-level checks and multi-attempt verification help you find invalid, risky and catch-all emails before you send, with up to 99.8% accuracy. Start with 100 free credits and no credit card, or see plans and pricing.
FAQs
1. What should I check before sending an email campaign?
Check authentication (SPF, DKIM, and DMARC), list quality, sender reputation, content and links, and your monitoring setup. The checklist template groups these into four sections so you can work through them in order.
2. Do I need SPF, DKIM, and DMARC together?
Yes, setting up all three is the safest approach. SPF lists who can send for your domain, DKIM signs your messages, and DMARC tells receivers what to do when checks fail. Gmail and Yahoo expect bulk senders to authenticate their mail, so gaps can lead to filtering or rejection.
3. How clean should my list be before I send?
Aim to remove every invalid address and review risky ones before sending. Many teams try to keep bounce rates under 2%, and a verified list is one of the most direct ways to get there. Verification reduces bounces, but it does not control inbox placement on its own.
4. How long should I warm up a new sending domain?
It depends on your volume and mailbox provider, but many senders ramp up gradually over several weeks, starting with small batches to engaged contacts. Increase volume only while bounce and complaint rates stay low.
5. How often should I use the pre-send checklist?
Use it before every campaign. DNS records, lists, and sending tools change often, so a check that passed last month may need to be repeated. Assign owners and keep the completed sheets as a record of each send.
6. Can a checklist guarantee inbox placement?
No. Mailbox providers make the final call based on many signals, including your reputation and recipient engagement. A checklist and a clean list reduce avoidable risks, but no tool can promise inbox placement.
Table of Contents
Junaid Hussain Khan
Author
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Junaid Hussain Khan is a Senior Manager, Business Development at ReachStream. He leads strategic partnerships, uncovers new market opportunities, and helps drive ReachStream's growth and its position in the B2B ecosystem.
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