Email Deliverability Checklist for a New Outbound Program
Updated 17 October 2026 · 7 min read
Short answer
Before you send the first cold email, confirm five things: you send from separate domains (not your main one), every domain passes SPF, DKIM and DMARC, every mailbox has been warmed up for about three weeks, your list is verified, and your sequencer is set to low daily volume with tracking off or on a custom tracking domain. Then plan how you will monitor bounces, replies and spam complaints and when you will pause. The table and steps below turn this into a checklist you can tick off.
Most deliverability problems in a new outbound program are decided before launch: which domain you use, whether DNS is right, whether mailboxes were warmed, and how clean the first list is. Use this checklist two to four weeks before your planned launch date, because warmup alone takes about three weeks.
The checklist at a glance
| Area | Check | Pass when |
|---|---|---|
| Domains | Separate sending domains, not your main domain | Cold email never uses your primary domain |
| Domains | Domains forward to your real website | Visiting the sending domain lands on your site |
| DNS | MX records point to your mail provider | Mailbox can receive replies |
| DNS | SPF published, one record per domain | SPF check passes, under 10 DNS lookups |
| DNS | DKIM signing turned on | Message headers show dkim=pass for your domain |
| DNS | DMARC record published | p=none or stricter, with a reporting address |
| Mailboxes | Real sender names, photo, signature | Each mailbox looks like a real person |
| Mailboxes | Sensible number per domain | Usually a few mailboxes per domain, not dozens |
| Warmup | Each mailbox warmed about 3 weeks | Warmup placement is healthy and stable |
| List | Every address verified | Invalid addresses removed; bounces expected to stay low |
| Sequencer | Daily limits per mailbox set low | Cold sends capped, random delays on |
| Sequencer | Tracking off or custom tracking domain | No shared tracking domain in links |
| Content | Plain text, 0–1 links, no attachments | Reads like a personal email |
| Compliance | Opt-out line and sender identity | Matches local law for each target country |
| Monitoring | Owner, metrics and pause rules agreed | Someone checks bounces and replies daily |
Step-by-step pre-launch checklist
- 1
Pick and register sending domains (week 0)
Choose short lookalike domains that clearly belong to your brand, such as
tryacme.comoracmehq.com. Avoid hyphens and odd TLDs. Plan the count from your target volume: total daily cold sends ÷ per-mailbox cap = mailboxes, then a few mailboxes per domain. You can check names with the domain checker. More: how to buy domains for cold email. - 2
Forward each domain to your main website
A prospect who types the sending domain into a browser should land on your real site. It builds trust and makes the domain look like part of a real business.
- 3
Set up DNS: MX, SPF, DKIM and DMARC
Add MX records for your mail provider, a single SPF record that includes it, DKIM keys generated in the mail provider's admin console, and a DMARC record (start with
v=DMARC1; p=none; rua=mailto:...). Google requires bulk senders to have SPF, DKIM and DMARC with alignment, and Microsoft rejects failing mail from high-volume domains. Guide: SPF, DKIM and DMARC for cold email. - 4
Create mailboxes that look like real people
Use real first names or real team members, add a profile photo and a signature with company name and website. Avoid generic boxes like
sales@for cold outreach. Decide between Google Workspace and Microsoft 365: comparison. - 5
Verify authentication by sending a test
Send a test email to a Gmail account and open 'Show original'. You want SPF, DKIM and DMARC all showing PASS for your sending domain. Fix any failure before warmup starts.
- 6
Warm up every mailbox for about three weeks
Start at a few emails per day and ramp gradually. Do not run cold campaigns during this period. Keep warmup on at a lower level after launch. Guide: how to warm up a new email domain.
- 7
Build and verify the first list
Define the ideal customer profile tightly, then verify every address with an email verification service. Remove invalid and disposable addresses, treat catch-all domains with caution, and drop role addresses. Start with your best-fit segment, not your biggest.
- 8
Configure the sequencer conservatively
Connect mailboxes (how to connect to Instantly or Smartlead), set a low daily cap per mailbox, random delays between sends, sending windows in the prospect's business hours, and turn off open tracking or set a custom tracking domain. Enable auto-stop on reply.
- 9
Write and review the sequence
Two to four short, plain-text steps. No attachments and few links. Include a simple opt-out line and, where required (for example CAN-SPAM in the US), your physical postal address. Check local law for each country you target.
- 10
Agree monitoring and pause rules before launch
Name one owner. Track bounce rate, reply rate and spam complaints per mailbox and per domain. Write down the rule in advance, for example: pause a mailbox if bounces or complaints jump, and investigate before resuming. Google asks senders to keep the spam rate in Postmaster Tools below 0.3%, and ideally below 0.1%.
- 11
Launch small and ramp
Start at a fraction of target volume for the first week. If bounces stay low and replies come in, increase gradually. If one domain degrades, rest it and shift volume to healthy domains.
Planning your launch timeline
| When | What |
|---|---|
| Week 0 | Buy domains, set DNS, create mailboxes, forward domains, test authentication |
| Weeks 1–3 | Warmup only. Build and verify the list. Write the sequence. |
| Week 4 | Launch at low volume, monitor daily |
| Week 5 onward | Ramp gradually; add mailboxes and domains to grow, not more sends per mailbox |
Which items ReplyDak covers
ReplyDak takes care of the infrastructure rows: it buys domains through Namecheap or uses yours, sets up MX, SPF, DKIM, DMARC and verification records on Cloudflare automatically, creates Google Workspace mailboxes, forwards domains to your main site, and runs warmup (about 2 to 30 emails a day over roughly 21 days, with automatic slow-down or pause if bounces, spam placement or complaints rise). You can export mailboxes as a CSV for Instantly, Smartlead and other sequencers. The list, content, sequencer settings and compliance remain your responsibility, and no provider can guarantee inbox placement.
Tick off domains, DNS, mailboxes and warmup in one order.
Domains, DNS, Google Workspace mailboxes and warmup. From $2.69 per mailbox ($35 for 10).
FAQ
How long before launch should I start setting up cold email infrastructure?
About three to four weeks. Domain and DNS setup can be done in a day, but mailboxes need roughly three weeks of warmup before cold sending.
What DMARC policy should a new sending domain use?
Starting with p=none and a reporting address is common and meets the minimum Google and Microsoft ask for. Move to quarantine or reject once you are sure every legitimate source passes SPF or DKIM with alignment.
How do I test whether SPF, DKIM and DMARC are working?
Send an email to a Gmail address, open the message, choose 'Show original', and check that SPF, DKIM and DMARC all show PASS for your sending domain.
Do I still need to verify my list if my domains are warmed up?
Yes. Warmup builds reputation; a list full of invalid addresses spends it quickly. High bounce rates are one of the fastest ways to damage a new domain.