What You Need to Do to Maintain a Good Email Reputation?

The following are six important ways you can help maintain a good email reputation:

1. Manage inactive users on your email list. A high number of inactive users – subscribers who haven’t opened or clicked on your emails in a certain period of time, such as 6 months or more – can hurt your email deliverability. With numerous inactive users, showing high engagement with subscribers is tough. Click here for some tips on how to re-engage inactive users on your list.

2. Have a good process for handling bounces. When you send an email to a nonexistent email address, it’s classified as a bounce. If you keep sending emails to the same addresses that bounced, you’ll get a bad reputation. So be sure to quickly remove bounced email addresses from your email list.
3. Promptly remove names of individuals who unsubscribe. To comply with CAN/SPAM regulations, the names of people who unsubscribe should be removed within 10 days. Most ESPs allow you to automate this process so people are removed immediately upon unsubscribing.
4. Aggressively manage your email-marketing program. This includes consistently creating engaging content that is customized to the greatest extent possible for individuals on your email list.
5. Send emails only to people who have given you permission – and preferably confirm their permission with a double opt-in.
6. Know your email reputation. Work with your email-marketing agency and ESPs to regularly measure your reputation scores.

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