Following email industry best practices will help keep email marketers on the path of achieving high deliverability and more importantly, will help avoid getting into trouble. Make sure to heed these suggestions when utilizing your preferred
email marketing software client.
This includes list management, how to be a professional email marketer, how to take advantage of reputation technology, the speed of sending, and using segments and triggers to better target your mailings.
1) List Management
One of the biggest mistakes marketers make is they start with a list of email addresses that has been poorly managed in the past. The Internet Service Providers (ISPs-they manage incoming mail for their account holders) want email marketers only to send to clean lists. This means doing some due diligence BEFORE sending out emails. Email addresses that have bounced as invalid should not be mailed to again. Recipients that have unsubscribed or have hit the Spam button should also never be mailed to again.
The presence of role addresses can also cause delivery problems. These addresses rarely are used for general mailing reasons, and can raise flags with the ISPs' mail filters. Examples of these addresses include: abuse@, jobs@, contact@, and info@.
The key to list management is being concerned with the quality and not the quantity of the email addresses. A smaller list of legitimate email addresses will yield much better results than a large list of people who don't know why they are receiving your message.
