7 Tactics to Improve Sender Reputation and Optimize Deliverability

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Email deliverability is a constant headache. Marketers used to only worry about avoiding spam words like “free”, using excessive punctuation marks or writing in ALL CAPS.

Now, instead of worrying about a few emails that get stuck in the spam folder, businesses could damage their long-term sender reputation if they aren’t following email deliverability best practice tips.

See below for 7 tips for ensuring your emails successfully make it to the right inbox.

1. Join Feedback Loops
Feedback loops allow you to see who is marking your email as spam so you can remove them. If you use an ESP like BLI Messaging, they would monitor these feedback loops on your behalf.

2. Remove Inactive Subscribers
Inactive subscribers are most likely to mark your email as junk and should be removed from your list. It will reduce the size of your opt-n list, but you have to think of your long term goals.

3. Use Double Opt-In
Double opt-in is a best practice required by many ISPs in order to be considered for white listing.

4. Remove Bounces
Be sure to remove all hard bounces that come back as undeliverable. Repeatedly sending to an invalid email will send off red flags with most internet service providers.

5. Be Relevant
Use segmentation and targeting strategies to ensure you are sending relevant information to the right person. Spray and pray email marketing campaigns are a thing of the past, and increase the risk of your messages being flagged as spam.

6. Reply to Challenge Responses
Occasionally, SPAM filtering software will send back a reply to your email asking you to confirm that you are a real person. Respond to them because it will ensure your email marketing campaign gets delivered and can also improve your sender reputation.

7. Get Off Black Lists
Contact each of the black list services and find out the process for getting your IP removed.

For more information on you can improve the deliverability of your email marketing campaigns, download our Email Deliverability Best Practice Kit today!