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Getting scrubby-dubby with email reputation

It’s a growing issue:  emails that aren’t being delivered as intended.  And do you even know when it’s (not) happening?

Behind the concern is domain reputation, which is a big factor when it comes to delivering emails to inboxes.  When the sender isn’t deemed “clean,” ISPs react accordingly and many e-mails never make it to the inbox.

It may surprise you to know that as few as 0.2% of your e-mail recipients hitting the “spam” button on your emails can trigger an ISP to go into “warpath mode.”  And there’s another reason to be extra-careful.  Your domain reputation can easily follow you to different providers; hopping around to stay one step ahead of the spam police usually won’t work.

So the best way to protect your sender reputation is to scrub your e-mail lists “early and often” – as in every quarter.

Why so frequently?  Because email addresses depreciate at a rate of ~30% per year due to unsubscribes, name changes, moving to new employers, switching e-mail providers and so forth.

To practice good list hygiene, focus on these areas:

  • Invalid (or blocked) e-mail addresses – The ones that return as “hard bounces.”
  • Duplicate e-mail addresses – Merge/purge them from your CRM database.
  • Unsubscribes – Face it:  they’re just not that into you.
  • E-Mail contacts purchased without their permission – Oops, that was a bad move.  Now rectify it before any more damage is done.

Note that this list doesn’t include addressees who aren’t opening your emails or clicking on links.  They remain potentially valuable contacts who should be targeted via a re-engagement campaign, where you can gauge their needs and reconfirm their interest in receiving mail.  

Only after you’ve determined with certitude that they’re not good targets should you remove them from your database – but do so before they might decide to mark you as “spam” and hurt your sender reputation.

Now, get scrubbing!


Contact Mullin/Ashley

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