Inbox first. Consent always.
Every account we work on goes through this checklist before we send anything. It covers US SMS rules and GDPR, and it's built into the Retention Audit.
Domain & authentication
- ✓SPF, DKIM and DMARC set up on a branded sending domain
- ✓Dedicated sending subdomain, warmed up gradually
- ✓One-click unsubscribe (Gmail & Yahoo bulk-sender rules)
- ✓Spam complaint rate kept under 0.3%
List health
- ✓Sunset policy for subscribers who stop engaging
- ✓Sending frequency based on engagement
- ✓No purchased or scraped lists, ever
- ✓Bounces and spam traps removed regularly
SMS consent (US)
- ✓Separate, explicit SMS consent. Never bundled with email
- ✓Required disclosures at sign-up (frequency, message & data rates, STOP/HELP)
- ✓Quiet hours respected in the subscriber's time zone
- ✓Opt-outs processed right away and kept on record
GDPR (EU)
- ✓Double opt-in for email subscribers
- ✓Consent timestamp and source stored per profile
- ✓Data processing agreement in place with Klaviyo
- ✓Clear privacy notice at every sign-up point
This checklist is general guidance, not legal advice.
Want to know how your account scores?
The Retention Audit includes a full deliverability check. USD 997.