Permission is not optional
When you send unsolicited email, you hurt your brand, your campaign and your sender reputation. Don’t use “stealth” methods to collect email addresses such as pre-checked box- es on site registration forms. Use a proper, two-stage opt-in process that requires confirmation before the address goes into your database. Ask subscribers who have been on your list for more than 12 months if they want to continue receiving your email and retain all the permission data on each subscriber.
Manage your sender reputation
Don’t get on an ISP’s bad side by sending too many emails too often or by generating a high number of spam complaints. ISPs will block your emails, shunt them to oblivion in the bulk
folder and won’t bother to tell you what you did wrong.
Clean and analyze mailing lists
A “dirty” list – one with too many unsolicited, incorrect, out-of-date or duplicated addresses – hurts your cam- paign performance and your company’s delivery and sender reputation. “List hygiene” means cleaning out bad addresses, which reduces undeliverable emails and helps you spot prob- lems fast. Review your list to see who hasn’t opened or clicked for the last six months. Provide them with a compelling offer to re-engage. If that doesn’t work, try changing the frequency with which you contact them to test if that makes an impact in how they engage with you.