email-deliverability-audit

Email Deliverability Audit

If your positive reply rate is dropping and you don't know why, start here. Most of the time the problem is deliverability — your emails aren't reaching inboxes. This skill tells you what's broken.

What it checks

Layer	What	How
DNS auth	SPF, DKIM, DMARC present on each sending domain	dig commands
Inbox health	Warmup status, reputation, blocks, connection failures	Smartlead email-accounts API
Volume health	Daily sent trending, capacity utilization	Smartlead analytics
Send + reply rate per inbox	Sent count, reply count, reply rate % over lookback period	Smartlead campaign analytics
Bounce rate	Per-inbox and per-domain bounce rate over last 30 days	Smartlead campaign analytics
Spam placement	Real inbox-vs-spam test via Smartlead Smart Delivery	optional

The 1% rule — core domain-health threshold

A healthy domain should have an overall reply rate of at least 1% after 200 emails sent.

Below 1% after 200+ sends is a red flag — something is broken. The audit explicitly checks this and flags any domain or inbox that:

• Has sent ≥200 emails in the lookback window
• Has an overall reply rate <1%

Possible causes (the audit's "root-cause suggestions" try to pinpoint which):

• Emails landing in spam (run the spam placement test)
• Domain reputation damaged (check DMARC reports, reconsider domain age)
• Copy is broken (manually review for vague CTAs, generic openers, or em dashes; re-run /spam-word-checker)
• List is cold / wrong ICP (check bounce rate — if >3%, list is the problem)
• Inbox hasn't warmed enough (check warmup status)

Below 200 sends: too early to judge. The rule needs sample size.

When to use

• Reply rate dropped by >30% week-over-week → run the full audit
• Bounces spiked above 2% → run auth + spam-placement checks
• Before scaling a campaign (make sure infrastructure is ready)
• Monthly as routine hygiene
• When taking over a Smartlead account you didn't set up

Inputs

• SMARTLEAD_API_KEY (env)
• Optional: scope the audit
  • --client-id=X (for sub-clients)
  • --campaign-id=X (audit only one campaign's inboxes)
  • --domain=example.com (audit only one domain)
  • --tag=active (audit only inboxes tagged active)

Steps

1. Pull the inbox inventory

npx tsx scripts/audit-inboxes.ts --all --out=/tmp/audit/inboxes.csv

Outputs per inbox: id, email, domain, warmup_status, reputation, max_warmup/day, sent_today, smtp_ok, imap_ok, is_blocked, tags.

2. Check domain authentication

npx tsx scripts/check-domain-auth.ts --from-csv=/tmp/audit/inboxes.csv --out=/tmp/audit/auth.csv

For each unique domain, runs:

dig TXT <domain> +short          # SPF
dig TXT default._domainkey.<domain> +short    # DKIM (Zapmail uses "default")
dig TXT _dmarc.<domain> +short   # DMARC

Outputs: domain, spf_present, spf_strict, dkim_present, dmarc_present, dmarc_policy (none/quarantine/reject).

3. Pull sent + reply + bounce metrics per campaign/inbox

npx tsx scripts/audit-performance.ts --days=30 --out=/tmp/audit/performance.csv

Walks all active campaigns, pulls per-inbox analytics for the last 30 days. Output columns: inbox_id, email, domain, type, tags, sent, replies, bounces, reply_rate_pct, bounce_rate_pct, flag_low_reply, flag_high_bounce.

Flagged automatically:

• flag_low_reply = TRUE if sent ≥200 and reply_rate_pct < 1.0 (the 1% rule)
• flag_high_bounce = TRUE if sent ≥50 and bounce_rate_pct > 3.0

4. (Optional) Run a Smart Delivery spam placement test

npx tsx scripts/run-spam-test.ts --campaign-id=12345 --senders=100 --out=/tmp/audit/spam-test.json

This creates a real inbox-placement test via Smartlead's Smart Delivery API:

• Uses the only available provider pools: G Suite + Office365 (provider_ids 20, 21)
• Sends to ~200 seed mailboxes with 100 of your senders
• Waits for completion (5-20 min)
• Pulls: providerwise, spam-filter-details, dkim-details, spf-details, blacklist

Output shows: what % lands in Inbox vs Spam vs Promotions, broken down by your sender and the receiver provider. This is the ground truth.

5. Synthesize the report

npx tsx scripts/generate-report.ts --audit-dir=/tmp/audit --out=/tmp/audit/report.md

Produces a markdown report like:

# Deliverability Audit — 2026-04-17

## Summary

- 80 inboxes audited across 40 domains
- 3 inboxes blocked (4% of fleet)
- 5 domains missing DKIM
- 2 domains with DMARC policy=none (no enforcement)
- Fleet performance (last 30d):
    Sent:           42,384
    Replies:          523
    Overall reply rate: 1.23% (PASS — above 1% threshold)
    Bounces:           382
    Bounce rate:      0.90% (PASS — below 2%)
- 4 inboxes failed the 1% rule (sent ≥200, reply rate <1%)
- Spam placement (test run): 83% inbox / 14% spam / 3% tabs (ACCEPTABLE but not great)

## Critical issues (fix within 24h)

1. Domain trygrowth.co has no DMARC record. Add: v=DMARC1; p=none; rua=mailto:[email protected]
2. Inbox [email protected] blocked in warmup — likely flagged by warmup network. Rotate out of campaigns.
3. 12 inboxes have 0 daily sent today despite being in active campaigns. Check campaign schedule.
4. Inbox [email protected] failed the 1% rule: 347 sent, 1 reply (0.29% reply rate). Investigate:
   - Check spam placement for this inbox
   - Compare copy vs. a sibling inbox that's passing
   - Rotate inbox out if bad reputation is confirmed

## Warnings (fix within 1 week)

- 5 domains missing DKIM record at default._domainkey
- 3 inboxes reputation dropped "fair" → "bad"
- Spam filter trigger DKIM_INVALID firing 8% of the time — likely for a subset of domains

## Action items (prioritized)

1. [HIGH] Add missing DKIM records to: trygrowth.co, othergrow.co, ...
2. [HIGH] Rotate out blocked inboxes: [email protected], [email protected], ...
3. [MED] Tighten DMARC to p=quarantine on all domains after 2 weeks of p=none observation
4. [MED] Replace 3 bad-reputation inboxes (tag them "retired", provision new)
5. [LOW] Re-run spam placement test after fixing DKIM issues

6. Act on the action items

Feed the action items into the right skills:

• Missing DKIM / SPF → /zapmail-domain-setup-public to reconnect domains through Zapmail
• Blocked inboxes → /smartlead-inbox-manager to tag "retired" and rotate in insurance
• Campaign schedule issues → Smartlead campaign schedule settings
• Bad copy flagged → /spam-word-checker on the campaign copy

Interpreting the numbers

Bounce rates

• <1% — Excellent. Healthy list.
• 1-2% — Normal for cold. No action.
• 2-3% — Yellow. Check list quality, might be old emails.
• >3% — Red. Verify the list (MillionVerifier), consider pausing.
• >5% — Stop immediately. You're damaging domain reputation.

Spam placement

• >90% inbox — Great. Ship more.
• 80-90% inbox — Acceptable.
• 70-80% inbox — Yellow. Look at spam-filter-details to see what's triggering.
• <70% inbox — Red. Pause and fix auth + copy before sending more.

DMARC policies

• None — Acceptable for first 2 weeks of a domain's life. After that, tighten.
• Quarantine — Recommended long-term. Emails that fail auth land in spam.
• Reject — Strictest. Only use after 30+ days of clean rua= reports confirming all legitimate mail passes.

Warmup reputation

• Smartlead reports reputation as 0-100 internally. Higher is better.
• Above 80: inbox is good to send from.
• 50-80: keep warming, don't use for critical sends.
• Below 50: don't send from this inbox — warmup peers aren't seeing it in their inboxes.

Common root causes

• SPF too lax — v=spf1 +all whitelists everyone. Use v=spf1 include:zapmail.com ~all or similar.
• DKIM missing — new domain, selector not published. Zapmail publishes at default._domainkey by default.
• DMARC alignment failure — From-domain doesn't match SPF/DKIM domain. Usually a misconfigured reply-to or a 3rd-party sender.
• Too many inboxes per domain — Gmail flags domains with >3-5 inboxes as suspicious. Keep it at 2/domain.
• Aggressive warmup ramp — Jumping from 5 to 40/day in one week = flag. Ramp over 2-4 weeks.
• Shared sending IP with spam traffic — Zapmail/most providers use shared pools. If someone else on your IP spammed, you suffer. Not much to do except wait for pool rotation.

What to do next

If any flag fired: /deliverability-incident-response → triage decision tree for whatever was flagged (low reply rate, high bounce, blocked inbox, etc).

If all clean: next Monday, run this again. This audit is the Monday task in /cold-email-weekly-rhythm.

Or wait: if you just applied fixes, wait 7 days then re-audit. Reputation changes propagate slowly.

Related skills

• /smartlead-inbox-manager — execute the action items (rotate, retag, warmup settings)
• /zapmail-domain-setup-public — fix DNS/auth issues at the domain provider
• /spam-word-checker — check copy for spam-triggering phrases
• /deliverability-test-public — lighter-weight SMTP vs Gmail vs Outlook reply/bounce comparison

Scripts

• scripts/audit-inboxes.ts — pull + format inbox inventory
• scripts/check-domain-auth.ts — dig-based SPF/DKIM/DMARC checks
• scripts/audit-performance.ts — per-inbox sent / replies / bounces / rates from campaign analytics (applies the 1% rule)
• scripts/run-spam-test.ts — create + poll + pull Smart Delivery test
• scripts/generate-report.ts — synthesize all CSVs into markdown report
• scripts/_smart-delivery.ts — shared Smart Delivery API wrapper

References

• references/smart-delivery-api.md — full endpoint reference for Smart Delivery
• references/dns-records.md — SPF/DKIM/DMARC record templates + interpretation guide