{"id":"7396d809-df7a-42f4-aa01-84e0a5c2bc1b","shortId":"24nrgq","kind":"skill","title":"email-deliverability","tagline":"Make sure email actually reaches inboxes. Use this skill when setting up email authentication (SPF, DKIM, DMARC), diagnosing emails landing in spam, planning a domain reputation strategy, monitoring sender reputation, or hardening against email spoofing. Triggers on email deliver","description":"# Email Deliverability\n\nGet email into inboxes, not spam folders. Set up authentication. Monitor reputation. Diagnose problems before they hurt the business.\n\n---\n\n## When to use\n\n- Setting up email for a new domain\n- A meaningful percentage of email is going to spam\n- Customers report they're not receiving emails\n- Setting up DMARC, SPF, or DKIM\n- Hardening against domain spoofing\n- Migrating email service providers\n- Sender reputation has dropped\n- Pre-launch audit before sending volume increases\n\n## When NOT to use\n\n- Writing the email content itself (use `email-sequences`)\n- Designing the email program strategy (use `email-sequences`)\n- DNS records in general (use `domain-strategy`)\n- Outbound spam coming FROM your account (different problem; investigate compromised credentials)\n\n---\n\n## Required inputs\n\n- The sending domain(s)\n- The email service provider (ESP, transactional service, mail server)\n- Current DNS records (or access to them)\n- Email volume (transactional vs marketing, daily volume)\n- Current deliverability state (if known: bounce rate, spam complaints)\n\n---\n\n## The framework: 3 pillars\n\nEmail deliverability rests on three pillars. Weakness in any one limits the others.\n\n### Pillar 1: Authentication\n\nMailbox providers verify email is actually from who it claims to be from. Three records.\n\n**SPF (Sender Policy Framework)**\n\nLists which servers are authorized to send mail for the domain. Published as a TXT record at the apex.\n\n```\nv=spf1 include:_spf.mailprovider.com -all\n```\n\n- `include:` adds another sender's authorized list\n- `-all` (hard fail): mail from unlisted senders fails authentication\n- `~all` (soft fail): unlisted senders are suspicious but pass; useful during rollout\n- `+all`: never use; allows anyone to send\n\nOnly one SPF record per domain. Multiple SPF records break SPF entirely. Combine senders into a single record.\n\nSPF has a 10-DNS-lookup limit. Each `include:` may use multiple lookups. Hit the limit and SPF stops working. Watch this carefully.\n\n**DKIM (DomainKeys Identified Mail)**\n\nA cryptographic signature on each outgoing email. The mail server signs with a private key; the public key is published in DNS.\n\n```\nselector1._domainkey.example.com    TXT    \"v=DKIM1; k=rsa; p=MIGfMA0G...\"\n```\n\nSelectors differ by ESP. Some use `default._domainkey`, some use unique selectors per service. Most ESPs walk you through publishing the records.\n\nDKIM proves the message wasn't modified in transit and that the sender controls the domain.\n\n**DMARC (Domain-based Message Authentication, Reporting, and Conformance)**\n\nThe policy layer. Tells receivers what to do when SPF or DKIM fails, and where to send reports.\n\n```\n_dmarc.example.com    TXT    \"v=DMARC1; p=reject; rua=mailto:dmarc-aggregate@example.com; ruf=mailto:dmarc-forensic@example.com; pct=100; adkim=s; aspf=s\"\n```\n\nComponents:\n- `p=`: policy. `none`, `quarantine`, or `reject`.\n- `rua=`: aggregate reports (daily, summary). Always set this.\n- `ruf=`: forensic reports (per-message). Optional, can be high volume.\n- `pct=`: percentage of failing mail subject to the policy. Useful for gradual rollout.\n- `adkim=`, `aspf=`: alignment mode. `s` (strict), `r` (relaxed). Strict means From: domain must match exactly.\n\nDMARC is the most important record. It's what makes spoofing your domain hard.\n\n### Pillar 2: Reputation\n\nMailbox providers (Gmail, Outlook, Yahoo) score every sender. Reputation drives delivery.\n\nReputation factors:\n- **Authentication pass rates** (SPF, DKIM, DMARC)\n- **Engagement signals** (opens, replies, marking as not-spam)\n- **Negative signals** (spam complaints, deletions without opens, blocking)\n- **List hygiene** (low bounce rates, no spam traps)\n- **Volume consistency** (sudden spikes look like spam)\n- **Content patterns** (link reputation, attachment patterns)\n- **IP and domain history**\n\nReputation is per (sending domain × mailbox provider). Gmail's view of you is independent of Outlook's.\n\n### Pillar 3: List quality and engagement\n\nAuthentication and reputation rest on list quality. Bad list = bad reputation eventually.\n\n- Only send to people who explicitly opted in\n- Confirmed (double) opt-in for marketing wherever feasible\n- Honor unsubscribes immediately and reliably\n- Remove hard bounces immediately\n- Sunset disengaged contacts (no opens in 6 months: reduce frequency or remove)\n- Avoid third-party lists, scraped emails, or \"purchased opt-ins\"\n\nThe single biggest deliverability lever for most senders is list hygiene.\n\n---\n\n## Workflow\n\n### Step 1: Audit current state\n\nCheck the current DNS records:\n\n```bash\ndig +short txt example.com\ndig +short txt selector1._domainkey.example.com\ndig +short txt _dmarc.example.com\n```\n\nAlso check:\n- Current bounce rate (target: under 2%)\n- Current spam complaint rate (target: under 0.1%)\n- Current open rate (varies by industry; falling trend is a warning)\n- Current sending volume\n\nTools: mxtoolbox.com, dmarcian.com, mail-tester.com (for individual messages).\n\n### Step 2: Fix authentication\n\nIf any of SPF, DKIM, DMARC is missing or misconfigured, fix first.\n\n**SPF fix order:**\n1. Identify all legitimate senders (transactional ESP, marketing ESP, support tools, etc.)\n2. Get the `include:` value or IP for each\n3. Combine into a single SPF record\n4. Verify lookup count is under 10\n5. Use `-all` for hard fail (or `~all` if rolling out gradually)\n\n**DKIM fix order:**\n1. Generate a new selector per sending service\n2. Publish the public key in DNS\n3. Configure the ESP to sign with the private key\n4. Verify with a test send (check headers for `dkim=pass`)\n\n**DMARC fix order:**\n1. Publish DMARC with `p=none` initially (monitoring mode)\n2. Set up an aggregate report endpoint (use a DMARC analytics service or your own)\n3. Watch reports for at least 2-4 weeks\n4. Identify any legitimate senders failing alignment; fix them\n5. Move to `p=quarantine` with `pct=10`, gradually increase\n6. Move to `p=reject` once confidence is high\n\nThe full progression typically takes 2-3 months. Rushing causes legitimate mail to bounce.\n\n### Step 3: Set up monitoring\n\nOngoing visibility:\n\n- **DMARC aggregate reports**: parsed daily. Watch for new sources, alignment failures, volume changes.\n- **Bounce rate**: per ESP dashboard. Target under 2% for transactional, under 5% for marketing.\n- **Spam complaint rate**: target under 0.1%.\n- **Reputation tools**: Google Postmaster Tools (free), Microsoft SNDS, Talos, Sender Score.\n- **Blacklist monitoring**: most ESPs include this; otherwise mxtoolbox.com or hetrixtools.com.\n\n### Step 4: Address list hygiene\n\n- Remove hard bounces from your sending lists immediately (most ESPs do this; verify)\n- Set up suppression lists (unsubscribes, manual blocks, deliverability sinkholes)\n- Sunset disengaged contacts (re-engagement campaigns or just remove)\n- Review opt-in flows: do people know what they're signing up for?\n\n### Step 5: Content and pattern audit\n\nIf reputation is good and authentication passes, check content:\n\n- HTML-only emails (no plain-text alternative) raise flags\n- Heavy image-to-text ratios raise flags\n- Suspicious link patterns (bare IPs, URL shorteners, hijacked domains)\n- Specific spam-trigger words in subject lines (less important than it used to be, still real)\n- Lots of mismatched domains in URLs\n- Generic from-name like \"info@\" rather than a real-sounding sender\n\n### Step 6: Plan for growth\n\nEmail volume affects reputation. Sudden spikes look like spam.\n\n- Warm up new sending IPs gradually (start at 50/day, 2x daily)\n- Warm up new domains gradually (similar pattern)\n- Spread sends throughout the day\n- Don't switch ESPs the week before a big launch\n\n### Step 7: Set up BIMI (optional but valuable)\n\nBIMI (Brand Indicators for Message Identification) shows your logo next to authenticated emails in supporting clients (Gmail, Apple Mail, Yahoo, others).\n\nRequires:\n- DMARC at `p=quarantine` or `p=reject` (so this comes after the DMARC progression)\n- A trademarked logo as an SVG (specific format requirements)\n- A Verified Mark Certificate (VMC) from a CA, for Gmail and others\n- A `_bimi` DNS record pointing to the SVG and VMC\n\nBIMI improves trust signals and engagement. Worth doing once DMARC enforcement is in place.\n\n### Step 8: Document and revisit\n\nDocument the email architecture:\n- Sending domains and subdomains\n- Each ESP and what it sends\n- DNS records for each\n- Monitoring setup\n- Escalation if deliverability degrades\n\nRevisit quarterly or when a new ESP is added.\n\n---\n\n## Failure patterns\n\n**Multiple SPF records.** Two or more SPF records on the same domain breaks SPF. Combine into one.\n\n**SPF DNS lookup limit exceeded.** Too many `include:` directives or chained includes. Flatten or simplify.\n\n**DMARC at `p=none` forever.** Monitoring without enforcement. Spoofing remains easy. Move to enforcement.\n\n**DMARC at `p=reject` too quickly.** Legitimate mail bounces because alignment wasn't verified. Use the gradual rollout.\n\n**Sending from a different domain than the From: address.** Causes alignment failures. Fix the From: domain or ensure proper alignment.\n\n**Using a shared ESP IP without ESP-specific configuration.** Some ESPs don't sign with your DKIM by default; the signature is the ESP's, not yours. Configure custom DKIM.\n\n**Sending from a domain that also sends marketing.** A spam complaint on a marketing email hurts transactional deliverability. Use a subdomain for transactional (`transactional.example.com`) or marketing (`mail.example.com`).\n\n**No bounce monitoring.** Hard bounces accumulate, reputation tanks, deliverability cliff-falls. Monitor.\n\n**Bought lists or scraped contacts.** Spam traps in those lists destroy reputation. Don't.\n\n**No double opt-in for marketing.** Single opt-in lets bots and typos onto the list. Bots generate spam complaints, destroy reputation.\n\n**Ignoring DMARC reports.** Reports show problems early. Set up a parser. Look weekly.\n\n**Treating \"marked as not-spam\" as the goal.** The goal is to never land in spam in the first place. Once reputation is bad, recovery takes months.\n\n---\n\n## Output format\n\nA deliverability audit document includes:\n\n- **Domain inventory:** every sending domain\n- **Authentication status:** SPF, DKIM, DMARC per domain\n- **Sender inventory:** every ESP or service that sends mail, what's configured\n- **Reputation status:** per major mailbox provider where measurable\n- **List hygiene:** bounce rate, complaint rate, opt-in process\n- **Findings:** prioritized issues\n- **Roadmap:** SPF/DKIM/DMARC fixes, BIMI plan, monitoring plan\n- **Monitoring setup:** what's watched, where alerts go\n\n---\n\n## Reference files\n\n- [`references/dmarc-rollout-playbook.md`](references/dmarc-rollout-playbook.md): Step-by-step for moving from no DMARC to `p=reject`, with timing, monitoring, and how to handle problems found along the way.","tags":["email","deliverability","claude","skills","rampstackco","agent-skills","anthropic","awesome-claude-code","awesome-claude-prompts","awesome-claude-skills","claude-code","claude-skills"],"capabilities":["skill","source-rampstackco","skill-email-deliverability","topic-agent-skills","topic-anthropic","topic-awesome-claude-code","topic-awesome-claude-prompts","topic-awesome-claude-skills","topic-claude","topic-claude-code","topic-claude-skills","topic-good-first-issue","topic-mcp","topic-product-management","topic-seo"],"categories":["claude-skills"],"synonyms":[],"warnings":[],"endpointUrl":"https://skills.sh/rampstackco/claude-skills/email-deliverability","protocol":"skill","transport":"skills-sh","auth":{"type":"none","details":{"cli":"npx skills add rampstackco/claude-skills","source_repo":"https://github.com/rampstackco/claude-skills","install_from":"skills.sh"}},"qualityScore":"0.540","qualityRationale":"deterministic score 0.54 from registry signals: · indexed on github topic:agent-skills · 181 github stars · SKILL.md body (10,819 chars)","verified":false,"liveness":"unknown","lastLivenessCheck":null,"agentReviews":{"count":0,"score_avg":null,"cost_usd_avg":null,"success_rate":null,"latency_p50_ms":null,"narrative_summary":null,"summary_updated_at":null},"enrichmentModel":"deterministic:skill-github:v1","enrichmentVersion":1,"enrichedAt":"2026-05-18T18:55:15.673Z","embedding":null,"createdAt":"2026-04-30T01:01:28.376Z","updatedAt":"2026-05-18T18:55:15.673Z","lastSeenAt":"2026-05-18T18:55:15.673Z","tsv":"'-3':914 '-4':878 '0.1':717,961 '1':213,681,758,808,847 '10':314,792,896 '100':446 '2':520,710,740,770,816,856,877,913,949 '2x':1136 '3':197,601,779,823,871,923 '4':786,833,880,984 '5':793,889,953,1035 '50/day':1135 '6':650,899,1114 '7':1161 '8':1250 'access':176 'account':151 'accumul':1436 'actual':7,220 'ad':1286 'add':259 'address':985,1361 'adkim':447,490 'affect':1120 'aggreg':459,860,930 'alert':1588 'align':492,886,938,1345,1363,1372 'allow':289 'along':1615 'also':703,1409 'altern':1057 'alway':463 'analyt':866 'anoth':260 'anyon':290 'apex':252 'appl':1185 'architectur':1257 'aspf':449,491 'attach':577 'audit':111,682,1039,1527 'authent':17,54,214,273,411,535,606,742,1045,1179,1535 'author':238,263 'avoid':656 'bad':613,615,1519 'bare':1071 'base':409 'bash':690 'big':1158 'biggest':670 'bimi':1164,1168,1226,1235,1578 'blacklist':973 'block':557,1007 'bot':1470,1476 'bought':1444 'bounc':191,561,642,706,921,942,990,1343,1432,1435,1564 'brand':1169 'break':302,1301 'busi':63 'ca':1220 'campaign':1016 'care':334 'caus':917,1362 'certif':1216 'chain':1316 'chang':941 'check':685,704,839,1047 'claim':224 'client':1183 'cliff':1441 'cliff-fal':1440 'combin':305,780,1303 'come':148,1199 'complaint':194,553,713,957,1414,1479,1566 'compon':451 'compromis':155 'confid':905 'configur':824,1382,1401,1553 'confirm':626 'conform':414 'consist':567 'contact':646,1012,1448 'content':123,573,1036,1048 'control':403 'count':789 'credenti':156 'cryptograph':340 'current':172,186,683,687,705,711,718,729 'custom':83,1402 'daili':184,461,933,1137 'dashboard':946 'day':1149 'default':1392 'default._domainkey':375 'degrad':1277 'delet':554 'deliv':42 'deliver':3,44,187,200,671,1008,1276,1421,1439,1526 'deliveri':532 'design':129 'destroy':1454,1480 'diagnos':21,57 'differ':152,370,1356 'dig':691,695,699 'direct':1314 'disengag':645,1011 'dkim':19,95,335,390,426,539,747,805,842,1390,1403,1538 'dkim1':364 'dmarc':20,92,406,505,540,748,844,849,865,929,1190,1202,1244,1321,1335,1483,1539,1602 'dmarc-aggregate@example.com':441 'dmarc-forensic@example.com':444 'dmarc.example.com':433,702 'dmarc1':436 'dmarcian.com':734 'dns':138,173,316,360,688,822,1227,1268,1307 'dns-lookup':315 'document':1251,1254,1528 'domain':28,73,98,144,161,244,298,405,408,501,517,581,587,1076,1097,1141,1259,1300,1357,1368,1407,1530,1534,1541 'domain-bas':407 'domain-strategi':143 'domainkey':336 'doubl':627,1459 'drive':531 'drop':107 'earli':1488 'easi':1331 'email':2,6,16,22,37,41,43,46,69,78,89,101,122,127,131,136,164,179,199,218,345,662,1052,1118,1180,1256,1418 'email-deliver':1 'email-sequ':126,135 'endpoint':862 'enforc':1245,1328,1334 'engag':541,605,1015,1240 'ensur':1370 'entir':304 'escal':1274 'esp':167,372,383,764,766,826,945,976,997,1153,1263,1284,1376,1380,1384,1397,1545 'esp-specif':1379 'etc':769 'eventu':617 'everi':528,1532,1544 'exact':504 'example.com':694 'exceed':1310 'explicit':623 'factor':534 'fail':267,272,276,427,480,798,885 'failur':939,1287,1364 'fall':724,1442 'feasibl':634 'file':1591 'find':1572 'first':754,1514 'fix':741,753,756,806,845,887,1365,1577 'flag':1059,1067 'flatten':1318 'flow':1024 'folder':51 'forens':467 'forev':1325 'format':1211,1524 'found':1614 'framework':196,233 'free':967 'frequenc':653 'from-nam':1101 'full':909 'general':141 'generat':809,1477 'generic':1100 'get':45,771 'gmail':524,590,1184,1222 'go':80,1589 'goal':1503,1505 'good':1043 'googl':964 'gradual':488,804,897,1132,1142,1351 'growth':1117 'handl':1612 'hard':266,518,641,797,989,1434 'harden':35,96 'header':840 'heavi':1060 'hetrixtools.com':982 'high':475,907 'hijack':1075 'histori':582 'hit':325 'honor':635 'html':1050 'html-on':1049 'hurt':61,1419 'hygien':559,678,987,1563 'identif':1173 'identifi':337,759,881 'ignor':1482 'imag':1062 'image-to-text':1061 'immedi':637,643,995 'import':509,1086 'improv':1236 'in':667 'inbox':9,48 'includ':255,258,320,773,977,1313,1317,1529 'increas':115,898 'independ':596 'indic':1170 'individu':737 'industri':723 'info':1105 'initi':853 'input':158 'inventori':1531,1543 'investig':154 'ip':579,776,1072,1131,1377 'issu':1574 'k':365 'key':353,356,820,832 'know':1027 'known':190 'land':23,1509 'launch':110,1159 'layer':417 'least':876 'legitim':761,883,918,1341 'less':1085 'let':1469 'lever':672 'like':571,1104,1125 'limit':209,318,327,1309 'line':1084 'link':575,1069 'list':234,264,558,602,611,614,660,677,986,994,1004,1445,1453,1475,1562 'logo':1176,1206 'look':570,1124,1493 'lookup':317,324,788,1308 'lot':1094 'low':560 'mail':170,241,268,338,347,481,919,1186,1342,1550 'mail-tester.com':735 'mail.example.com':1430 'mailbox':215,522,588,1558 'mailto':440,443 'major':1557 'make':4,514 'mani':1312 'manual':1006 'mark':545,1215,1496 'market':183,632,765,955,1411,1417,1429,1464 'match':503 'may':321 'mean':499 'meaning':75 'measur':1561 'messag':393,410,471,738,1172 'microsoft':968 'migfma0g':368 'migrat':100 'misconfigur':752 'mismatch':1096 'miss':750 'mode':493,855 'modifi':396 'monitor':31,55,854,926,974,1272,1326,1433,1443,1580,1582,1608 'month':651,915,1522 'move':890,900,1332,1599 'multipl':299,323,1289 'must':502 'mxtoolbox.com':733,980 'name':1103 'negat':550 'never':287,1508 'new':72,811,936,1129,1140,1283 'next':1177 'none':454,852,1324 'not-spam':547,1498 'one':208,294,1305 'ongo':927 'onto':1473 'open':543,556,648,719 'opt':624,629,666,1022,1461,1467,1569 'opt-in':628,665,1021,1460,1466,1568 'option':472,1165 'order':757,807,846 'other':211,1188,1224 'otherwis':979 'outbound':146 'outgo':344 'outlook':525,598 'output':1523 'p':367,437,452,851,892,902,1192,1195,1323,1337,1604 'pars':932 'parser':1492 'parti':659 'pass':282,536,843,1046 'pattern':574,578,1038,1070,1144,1288 'pct':445,477,895 'peopl':621,1026 'per':297,380,470,585,813,944,1540,1556 'per-messag':469 'percentag':76,478 'pillar':198,204,212,519,600 'place':1248,1515 'plain':1055 'plain-text':1054 'plan':26,1115,1579,1581 'point':1229 'polici':232,416,453,485 'postmast':965 'pre':109 'pre-launch':108 'priorit':1573 'privat':352,831 'problem':58,153,1487,1613 'process':1571 'program':132 'progress':910,1203 'proper':1371 'prove':391 'provid':103,166,216,523,589,1559 'public':355,819 'publish':245,358,387,817,848 'purchas':664 'qualiti':603,612 'quarantin':455,893,1193 'quarter':1279 'quick':1340 'r':496 'rais':1058,1066 'rate':192,537,562,707,714,720,943,958,1565,1567 'rather':1106 'ratio':1065 're':86,1014,1030 're-engag':1013 'reach':8 'real':1093,1110 'real-sound':1109 'receiv':88,419 'record':139,174,229,249,296,301,310,389,510,689,785,1228,1269,1291,1296 'recoveri':1520 'reduc':652 'refer':1590 'references/dmarc-rollout-playbook.md':1592,1593 'reject':438,457,903,1196,1338,1605 'relax':497 'reliabl':639 'remain':1330 'remov':640,655,988,1019 'repli':544 'report':84,412,432,460,468,861,873,931,1484,1485 'reput':29,33,56,105,521,530,533,576,583,608,616,962,1041,1121,1437,1455,1481,1517,1554 'requir':157,1189,1212 'rest':201,609 'review':1020 'revisit':1253,1278 'roadmap':1575 'roll':802 'rollout':285,489,1352 'rsa':366 'rua':439,458 'ruf':442,466 'rush':916 'score':527,972 'scrape':661,1447 'selector':369,379,812 'selector1._domainkey.example.com':361,698 'send':113,160,240,292,431,586,619,730,814,838,993,1130,1146,1258,1267,1353,1404,1410,1533,1549 'sender':32,104,231,261,271,278,306,402,529,675,762,884,971,1112,1542 'sequenc':128,137 'server':171,236,348 'servic':102,165,169,381,815,867,1547 'set':14,52,67,90,464,857,924,1001,1162,1489 'setup':1273,1583 'share':1375 'short':692,696,700 'shorten':1074 'show':1174,1486 'sign':349,828,1031,1387 'signal':542,551,1238 'signatur':341,1394 'similar':1143 'simplifi':1320 'singl':309,669,783,1465 'sinkhol':1009 'skill':12 'skill-email-deliverability' 'snds':969 'soft':275 'sound':1111 'sourc':937 'source-rampstackco' 'spam':25,50,82,147,193,549,552,564,572,712,956,1079,1126,1413,1449,1478,1500,1511 'spam-trigg':1078 'specif':1077,1210,1381 'spf':18,93,230,295,300,303,311,329,424,538,746,755,784,1290,1295,1302,1306,1537 'spf.mailprovider.com':256 'spf/dkim/dmarc':1576 'spf1':254 'spike':569,1123 'spoof':38,99,515,1329 'spread':1145 'start':1133 'state':188,684 'status':1536,1555 'step':680,739,922,983,1034,1113,1160,1249,1595,1597 'step-by-step':1594 'still':1092 'stop':330 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