David Finger and Alexander Zeh discuss best practices for email deliverability. They recommend obtaining subscriber consent through a double opt-in process and making unsubscribes easy to process immediately. Additionally, they suggest implementing list-unsubscribe and RFC 8058, monitoring feedback loops from email providers, ensuring SPF, DKIM and DMARC are configured correctly, avoiding overly promotional emails, and keeping an eye on future standards like BIMI and email markup.

2. Who we are
David Finger - Product manager senior
Seznam.cz, a.s.
https://www.seznam.cz/
Alexander Zeh - Engineering Manager
Certified Senders Alliance
https://certified-senders.org/
Twitter: @alexzeh

3. High deliverability isn't rocket science

4. Organizational
Measurements

5. Consent is
King!
Double Opt-In is the way to go

6. If they want to leave,
let them go!
Make it easy to unsubscribe and process
it immediately. Unsubscribes may not be
nice, but complaints are much worse.

7. Technical
Measurements

8. Help Providers
and Developers
List-Unsubscribe is mandatory,
RFC 8058 is optional (currently)

9. Know what you send
aka. Feedbackloops
Many providers give out very valuable
information completely for free!

10. Fix the
Authentication Basics!
SPF: often broken
DKIM: new crypto update!
DMARC: Oh no! GDPR!

11. What
else?

12. Obviously popular but
bad for your reputation
Whole picture emails
Emoticons in Subject lines

13. What’s up in
the future?
Brand Indicators (BIMI)
Email Markup / schema.org

14. Questions?