Not a bad list of advice. I'll add a few things for infrastructure: * Setup ARC (RFC8617) for all mailing lists and forwarding. * Sign up for the Google & Mic

Not a bad list of advice. I'll add a few things for infrastructure: * Setup ARC (RFC8617) for all mailing lists and forwarding. * Sign up for the Google & Microsoft postmaster tools. They're not great, but it's better than nothing. * Implement RFC8058 / RFC2369 unsubscribe mechanisms. * Use an outbound suppression list to ensure that unsubscribe requests or unwanted mail complaints have lasting effect. * Article touches on DMARC reporting, for which I suggest Postmark's free monitoring tool at https://dmarc.postmarkapp.com/ https://dmarc.postmarkapp.com/ * From time to time run your domain name(s) and IP address(es) through a panel of reputation services. Check out any red flags (some of them matter, some don't). And for content: * Re-evaluate email templates. Many out there are hot garbage, practically inviting users to hit the junk button, which just hurts sender reputation. Ensure there's always a plaintext part. Don't use tracking/opening pixels. Write validating HTML. Minimise size. Don't bury the unsubscribe link, put it at the top, and make sure it clearly works without hostile barriers like "are you sure" pages or sign-in. * In the very first paragraph, and without scrolling on a mobile, we must explain, honestly and concisely, why we are contacting someone, and why they might want to read the rest, because we have no entitlement to someone's attention. * Run all mailers through a spam scoring tool as part of CI/CD, because a high score is a bug. In addition, Google's sender guidelines are well worth reading, they're more than just self-serving gatekeeping: https://support.google.com/mail/answer/81126?hl=en https://support.google.com/mail/answer/81126?hl=en