email-systems
Email infrastructure with 99.9% deliverability through authentication, queue management, and compliance.
- Covers transactional email queuing with retry logic, event tracking (delivery, opens, clicks, bounces), and template versioning for A/B testing
- Addresses critical deliverability requirements: SPF/DKIM/DMARC authentication, bounce handling, IP warm-up scheduling, and unsubscribe compliance
- Identifies anti-patterns including HTML-only emails without plain text fallbacks, image-heavy designs, and shared IP usage that trigger spam filters
- Emphasizes permission-based sending and multipart email construction to maximize inbox placement across diverse email clients
Email Systems
Email has the highest ROI of any marketing channel. $36 for every $1 spent. Yet most startups treat it as an afterthought - bulk blasts, no personalization, landing in spam folders.
This skill covers transactional email that works, marketing automation that converts, deliverability that reaches inboxes, and the infrastructure decisions that scale.
Principles
- Transactional vs Marketing separation | Description: Transactional emails (password reset, receipts) need 100% delivery. Marketing emails (newsletters, promos) have lower priority. Use separate IP addresses and providers to protect transactional deliverability. | Examples: Good: Password resets via Postmark, marketing via ConvertKit | Bad: All emails through one SendGrid account
- Permission is everything | Description: Only email people who asked to hear from you. Double opt-in for marketing. Easy unsubscribe. Clean your list ruthlessly. Bad lists destroy deliverability. | Examples: Good: Confirmed subscription + one-click unsubscribe | Bad: Scraped email list, hidden unsubscribe, bought contacts
- Deliverability is infrastructure | Description: SPF, DKIM, DMARC are not optional. Warm up new IPs. Monitor bounce rates. Deliverability is earned through technical setup and good behavior. | Examples: Good: All DNS records configured, dedicated IP warmed for 4 weeks | Bad: Using free tier shared IP, no authentication records
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