Email Marketing... What's more important? SPF record or reverse DNS record?
 

Email Marketing... What's more important? SPF record or reverse DNS record?

For you e-mail guru's...who do this day2day...


What's more important for getting e-mail properly delivered?

No Spam... Legit lists...


Is an SPF or PTR/Reverse DNS record more important??


What do you think?

SPF said the testing when I worked with this last year.

You make it sound like it's one or the other... why can't you do both?

Everything is important. Do both.

This is a good checklist (it's for phplist, but applies to everything)

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http://docs.phplist.com/PhpListPreflight

Installation & Setup Check List
Have you setup an "[email protected]" account? (This helps recipients' email systems know you aren't a spammer)
Have you setup a "[email protected]" account? (Ditto.)
Did you verify your (reverse)DNS? A badly configured DNS is likely to look suspicious to spam filters. You can use a some of the available DNS tools to check your DNS. Or consult this forum thread for more DNS tools you could use.
Added a SPF record? (debate continues on how crucial this is, or even whether it's even a good idea. AOL seems to be throwing their weight behind "yes, do this")
Does your email/site hosting company limit the number of emails per hour you may send? Are you sure? If so, have you set phpList's "sending speed"? If not, check-out Configuring the Send-Speed
Have you included and tested the unsubscribe link?
Did you include a note in your email asking people to "safe list" your sending-from email address, "[email protected]"?
Did you check your bounced mail account setup? phpList requires the IMAP PHP extension. It also requires a valid email account logon, see Configuring Bounce Handling.
On the configure page you've set your domain correctly?

Message Sending Check List
You've added Users (recipients) to your target List (seems obvious, lots of people remember to add Users, but not make them Members of a List)?
Have you sent a test message? Which desktop mail client and webmail have you viewed it in? Have you test-mailed popular webmail providers like AOL? Yahoo? GMail? Hotmail? HelloKitty.com?
Did proofread and spell-checked your HTML AND Text-only email? Even if you're sending all HTML emails, 100%, no exceptions... check the text version of the message. phpList is smart. It will send multipart alternative emails: that is, it will send your HTML email and, in another hidden bucket inside that email will be the text-only version. Why? If the recipient's email client can't view HTML emails it will look for the text version. Fails politely.
Did you verify the From email address. Does it match the one you told people to "safe list"?
Meaningful Subject line?