Best Practice #2:Keep Your List Clean

So how would you define ‘bad addresses’? Bad addresses

typically fall into on of three buckets: Inactive Addresses, Unknown Users and Spam Traps. If you want more info about list hygiene, read on to find out why you should pay attention to these types of addresses and why they’re problematic for your sender reputation.

For the most part, keeping your list clean is a process of cleaning bad addresses off your list on a regular basis…

Inactive Addresses

-Addresses that are still in use by someone that is unresponsive because they are no longer interested in your messages

-Addresses that have been abandoned but not closed

1.

Having addresses that are not responsive or interested in your program does not make your program stronger, they mask your true success by diluting your response metrics.

Unknown UsersEmail addresses that have been turned off or cancelled

2.

Unknown user accounts generally report back as a hard bounce and should be

taken off your file immediately as they may turn into spam traps and ultimately

affect your deliverability.

Spam TrapsAddresses used specifically to catch bad senders

3.

The presence of just one spam trap can drop your

deliverability rating by up to 53%

(See chart below and read more in our Reputation Benchmark Report.)

Make sure to keep it clean!

1. Know how your server processes bounces.2. Quarantine new data until you send a welcome

message and do not receive a bounce. 3. Make it easy for your customers to give you

updated information. 4. If you collect email addresses in person or by

phone, train employees to take down information correctly .

5. Consider confirmed opt-in (sometimes called double opt-in).

6. Vet data sources carefully. 7. Email your list regularly.8. Consider removing inactive records after some

time.