|Content||Reputation||Software & Hardware||Authentication||General|
|Avoid URL Shorteners||Fewer complaints||Process Feedback Loops||SPF||Offer easy Unsubscribe|
|Avoid spammy lines, subject and content||No spam traps||Abuse reporting Mailbox||DKIM||Prefer Double opt-in list|
|Using free email sender||No blacklists||MX records for your sender Domain||Email encryption||Personalized message through segmentation|
|Relevance of content||Few Bounces||Use of a shared IP||Avoid no-reply sender addresses|
|Consistency of content||Consistent Volume||Dedicated IPS for high volume senders|
|The ratio of image and text||Dedicated IPS for Time-sensitive campaigns|
|Plain text combined with HTML|
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