I want to focus on email deliverability here. It is one of the most important aspects of email but it’s largely a topic people overlook or quite frankly, don’t even know about at all.
In all honesty, basic solves 99.9% of deliverability issues. Simple mistakes are the cause for most deliverability issues. The biggest key is consistency. Inbox providers want you to be consistent with sending to engaged. Most if not all deliverability issues are caused by sending to unengaged. To me, that is a very easy mistake for anyone to make, even people who have years of marketing experience. The one thing I have noticed with Email is before Inbox providers really filtered emails or developed a sophisticated algorithm it was all about quantity vs quality. Now the tables are reversed and it's the complete opposite with inbox providers. Granted this change was not overnight and took years, but even still for anyone new to Email Marketing, it's an easy mistake to make.
Two quick tips to help improve your email deliverability.
Go into your g suite admin and create a G+ profile for your email and then edit your profile and add a profile photo. It will display nicely and make the emails look even more personalized. I'd also suggest using gravatar too.
Be sure to authenticate your emails with custom authentication within sendgrid (or whatever platform you’re on) so you don't send "via http://sendgrid.net". This is pretty important because Microsoft Office might start blocking messages sent "via" or on behalf.