The Email
Deliverability
Guide
15 Rules That Determine Whether
Your Emails Reach the Inbox
A 97% delivery rate means nothing if half your messages land in spam. This guide covers the 15 things that actually determine inbox placement — based on real findings from deliverability audits across SaaS platforms, CRMs, and organizations sending millions of messages per month.
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What's Inside
Why Google Postmaster Tools is your only reliable window into Gmail reputation — and how to read the signals before it's too late
The 0.3% spam complaint threshold that Gmail enforces — and why your ESP dashboard doesn't show you the real number
How engagement-based sunsetting protects your reputation and eliminates recycled spam traps from your list
Why your SPF, DKIM, and DMARC are probably misconfigured — and how authentication breaks silently during migrations
The case for DMARC enforcement — and what happens to your domain reputation when you stay on p=none
How shared IPs and unbranded tracking links silently kill your inbox placement — even when your own practices are clean
The suppression list mistake that destroys deliverability during ESP migrations — and how to prevent it
Why your worst senders are costing everyone on your platform — and the data that identifies them
Built From Real Audit Experience
This guide was written by the team at SH Consulting. We've implemented email deliverability and security solutions for 450+ organizations, and our DMARC analytics platform monitors approximately 1,000 unique organizations' domains. Our team includes former SendGrid Head of Deliverability Luke Martinez, who scaled infrastructure for platforms like Uber, Booking.com, and Spotify across 20 billion monthly emails.
Stop Guessing. Start Delivering.
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