Improving email deliverability for a client with a poor sender reputation and questionable email acquisition practices requires a comprehensive approach involving ethical considerations, technical implementations, and strategic adjustments. Experts suggest a range of actions, from potentially declining to work with the client due to ethical concerns, to focusing on acquiring payment upfront. Core strategies include eliminating co-registration and purchased lists, concentrating on engaged subscribers, routinely removing inactive users, warming up IP addresses carefully, and diligently authenticating email with DKIM/SPF/DMARC. Monitoring deliverability metrics through tools such as Google Postmaster Tools, creating engaging content, utilizing feedback loops, and adhering to stringent list-cleaning practices are also vital. Ultimately, transitioning to ethical acquisition methods and prioritizing quality over quantity are paramount for long-term success.
9 marketer opinions
To improve email deliverability for clients with poor sender reputation and questionable email acquisition, experts recommend several strategies: eliminating co-registration and purchased lists, focusing on engaged subscribers, removing inactive users, warming up IP addresses, segmenting email lists, authenticating email with DKIM/SPF/DMARC, creating valuable content, utilizing feedback loops, and regularly cleaning email lists. Emphasis is placed on shifting to ethical acquisition practices and prioritizing quality over quantity.
Marketer view
Email marketer from Email Marketing Forum suggests creating valuable and engaging content that recipients want to read. High engagement rates signal to ISPs that the sender is trustworthy.
23 Aug 2024 - Email Marketing Forum
Marketer view
Email marketer from Gmass recommends regularly cleaning your email list to remove invalid or inactive email addresses. This helps maintain a high sender reputation and improves deliverability by reducing bounce rates and spam complaints.
27 Mar 2023 - Gmass
5 expert opinions
Improving email deliverability for clients with a poor sender reputation and questionable email acquisition practices is a complex challenge. Experts suggest that ethical concerns may warrant declining to work with such clients. Getting paid upfront is advised due to the risk of non-payment if results aren't immediate or advice isn't followed. A focus on genuine engagement, moving away from co-registration, and removing old email addresses are crucial for improving deliverability.
Expert view
Expert from Email Geeks advises getting paid upfront, noting that clients with deliverability problems often refuse to pay if the advice isn't followed or if results aren't immediately seen. She highlights that the underlying problem is often uncompelling or scammy offers, and that a poor subscription process is less relevant if the offers were good.
14 May 2024 - Email Geeks
Expert view
Expert from Word to the Wise highlights the common deliverability problems stemming from co-registration practices. They advise moving away from co-registration due to issues with consent and list quality. A focus on acquiring subscribers through transparent opt-in methods is recommended.
16 Oct 2024 - Word to the Wise
5 technical articles
Improving email deliverability for clients with poor sender reputation requires a multifaceted approach focusing on authentication, list hygiene, and reputation monitoring. Using tools like Google Postmaster Tools is essential for tracking metrics. Maintaining a clean email list through regular removal of inactive subscribers and implementing double opt-in are crucial. Proper authentication using SPF and DMARC records is necessary to prevent spoofing. When using new IPs, IP warming is recommended to establish trust with ISPs.
Technical article
Documentation from Google explains using Postmaster Tools to monitor sender reputation by tracking spam rates, domain reputation, and authentication. Consistently high spam rates negatively impact deliverability.
26 Feb 2024 - Google
Technical article
Documentation from Microsoft explains the importance of maintaining a clean email list. Regularly remove inactive subscribers and those who have unsubscribed. Implement a double opt-in process to ensure subscribers genuinely want to receive emails.
1 Jul 2023 - Microsoft
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