Email Best Practices

---

name: email-best-practices

description: Use when building email features, emails going to spam, high bounce rates, setting up SPF/DKIM/DMARC authentication, implementing email capture, ensuring compliance (CAN-SPAM, GDPR, CASL), handling webhooks, retry logic, or deciding transactional vs marketing.

---

# Email Best Practices

Guidance for building deliverable, compliant, user-friendly emails.

Architecture Overview

[User] → [Email Form] → [Validation] → [Double Opt-In]
                                              ↓
                                    [Consent Recorded]
                                              ↓
[Suppression Check] ←──────────────[Ready to Send]
        ↓
[Idempotent Send + Retry] ──────→ [Email API]
                                       ↓
                              [Webhook Events]
                                       ↓
              ┌────────┬────────┬─────────────┐
              ↓        ↓        ↓             ↓
         Delivered  Bounced  Complained  Opened/Clicked
                       ↓        ↓
              [Suppression List Updated]
                       ↓
              [List Hygiene Jobs]

Quick Reference

| Need to... | See |

|------------|-----|

| Set up SPF/DKIM/DMARC, fix spam issues | [Deliverability](./resources/deliverability.md) |

| Build password reset, OTP, confirmations | [Transactional Emails](./resources/transactional-emails.md) |

| Plan which emails your app needs | [Transactional Email Catalog](./resources/transactional-email-catalog.md) |

| Build newsletter signup, validate emails | [Email Capture](./resources/email-capture.md) |

| Send newsletters, promotions | [Marketing Emails](./resources/marketing-emails.md) |

| Ensure CAN-SPAM/GDPR/CASL compliance | [Compliance](./resources/compliance.md) |

| Decide transactional vs marketing | [Email Types](./resources/email-types.md) |

| Handle retries, idempotency, errors | [Sending Reliability](./resources/sending-reliability.md) |

| Process delivery events, set up webhooks | [Webhooks & Events](./resources/webhooks-events.md) |

| Manage bounces, complaints, suppression | [List Management](./resources/list-management.md) |

Start Here

**New app?**

Start with the [Catalog](./resources/transactional-email-catalog.md) to plan which emails your app needs (password reset, verification, etc.), then set up [Deliverability](./resources/deliverability.md) (DNS authentication) before sending your first email.

**Spam issues?**

Check [Deliverability](./resources/deliverability.md) first—authentication problems are the most common cause. Gmail/Yahoo reject unauthenticated emails.

**Marketing emails?**

Follow this path: [Email Capture](./resources/email-capture.md) (collect consent) → [Compliance](./resources/compliance.md) (legal requirements) → [Marketing Emails](./resources/marketing-emails.md) (best practices).

**Production-ready sending?**

Add reliability: [Sending Reliability](./resources/sending-reliability.md) (retry + idempotency) → [Webhooks & Events](./resources/webhooks-events.md) (track delivery) → [List Management](./resources/list-management.md) (handle bounces).