Summary
Sending emails to unengaged users, especially during email warm-up, is detrimental to sender reputation and deliverability. Experts recommend focusing on engaged subscribers and implementing stringent list hygiene practices. Key strategies include obtaining explicit consent, using double opt-in, regularly cleaning email lists, and employing segmentation based on engagement. Sunset policies are also essential for removing inactive users. While list validation tools can assist, a focus on organically grown lists is crucial. Implementing email authentication methods such as SPF, DKIM, and DMARC also enhances sender reputation. In specific cases, using a separate IP and subdomain for mandatory broadcasts might be considered, but generally, prioritizing list quality over quantity yields better results.
Key findings
- Sender Reputation Damage: Sending to unengaged users damages sender reputation, leading to deliverability issues.
- Double Opt-In Importance: Double opt-in is critical for acquiring engaged subscribers and preventing spam complaints.
- List Hygiene Necessity: Regular list cleaning and a sunset policy are essential for maintaining a healthy email list.
- Engagement-Based Segmentation: Segmenting lists by engagement level ensures that only interested users receive emails.
- Organically Grown Lists: Building organically grown lists with explicit consent is best for long-term deliverability.
Key considerations
- Focus on Engagement: Prioritize engagement metrics and regularly assess subscriber activity.
- Sunset Inactive Subscribers: Implement a clear sunset policy to remove inactive subscribers.
- Authentication Protocols: Ensure SPF, DKIM, and DMARC are correctly configured to authenticate emails.
- Opt-In Procedures: Make opt-in procedures clear and user-friendly.
- Validation Tools: Use list validation tools to catch typos and invalid addresses, but don't rely on them as a primary solution.
- Separate IP/Subdomain Strategy: Consider a separate IP/subdomain for broadcasts to unengaged users as a last resort.
What email marketers say
13 marketer opinions
Sending to unengaged users during email warm-up can harm your deliverability. Experts recommend focusing on engaged subscribers, using double opt-in, regularly cleaning lists, and segmenting based on engagement. Other strategies include sunsetting inactive users, separate IP/subdomain for mandatory broadcasts, bot prevention, and avoiding purchased lists. While list validation tools can help, focusing on organically grown lists and explicit permissions is critical.
Key opinions
- Harmful Sends: Sending to unengaged users can negatively impact sender reputation and increase spam complaints.
- Double Opt-in: Confirmed/double opt-in is essential for preventing spam traps and improving data quality.
- List Cleaning: Regularly cleaning your list to remove unengaged subscribers is critical for maintaining deliverability.
- Segmentation: Segmenting your email list based on engagement helps target active users and avoid sending to those who are no longer interested.
- Sunset Policies: Implement a sunset policy to automatically remove inactive users from your mailing list.
Key considerations
- Separate IP/Subdomain: For mandatory broadcasts to unengaged users, consider using a separate IP and subdomain to isolate any negative impact.
- Explicit Permission: Always ask for explicit permission and avoid purchasing email lists.
- Bot Prevention: Implement bot prevention measures on your signup forms to reduce illegitimate signups.
- List Validation: List validation tools can help catch some typos and invalid addresses, but are not a substitute for good list hygiene practices.
- Organic Growth: Focus on building an organically grown list with engaged subscribers for better long-term deliverability.
Marketer view
Email marketer from ConvertKit advises regularly cleaning your list of unengaged subscribers. This reduces the risk of spam complaints and improves your sender reputation. Implement a clear sunset policy to automatically remove inactive users.
19 Apr 2022 - ConvertKit
Marketer view
Marketer from Email Geeks explains that list cleaning services don't solve the root issues of data quality and subscription processes. Emphasizes explicit permission, bot-prevention, double opt-in, and tools like Kickbox for signup form issues, but only after exhausting other options.
12 Sep 2022 - Email Geeks
What the experts say
4 expert opinions
Sending to unengaged users, especially during email warmup, damages your sender reputation and negatively impacts deliverability. Consistent list hygiene, including sunsetting inactive subscribers, is critical for maintaining good engagement metrics and preventing spam complaints. The purpose of warming up an email list is to show that recipients want your mail.
Key opinions
- Damaged Reputation: Sending to unengaged subscribers harms your sender reputation.
- List Hygiene Importance: Consistent list hygiene is crucial for good deliverability.
- Sunset Policies Needed: Implementing a sunset policy for inactive subscribers is important.
- Warmup Purpose: Email warmup needs engaged users to show recipients want the mail.
Key considerations
- Regularly Clean Lists: Develop a process for regularly cleaning your email lists.
- Implement Sunset Policy: Create and implement a sunset policy to automatically remove inactive subscribers.
- Engage Users During Warmup: Focus your email warmup efforts on engaged users only.
Expert view
Expert from Word to the Wise, Laura Atkins, explains the importance of a sunset policy for inactive subscribers. Failing to sunset inactive subscribers can negatively affect deliverability as engagement drops.
21 Feb 2022 - Word to the Wise
Expert view
Expert from Email Geeks explains the purpose of warming up an email list is to show recipients want your mail. Sending to unengaged users undermines this process.
3 Oct 2022 - Email Geeks
What the documentation says
4 technical articles
Sending to unengaged users negatively impacts sender reputation, leading to deliverability issues due to spam complaints. Obtaining consent before sending emails is crucial, and low engagement rates signal to ISPs that your emails are unwanted. Email authentication methods like SPF, DKIM, and DMARC improve sender reputation and prevent spam traps.
Key findings
- Sender Reputation: Sender reputation is a key factor in email deliverability.
- Consent is Critical: Obtaining consent before sending emails is a best practice.
- Engagement Signals: Low engagement rates signal to ISPs that emails are unwanted.
- Authentication Methods: Email authentication methods like SPF, DKIM, and DMARC help improve reputation and prevent spam traps.
Key considerations
- Focus on Engaged Users: Prioritize sending emails to engaged users to maintain a healthy sender reputation.
- Implement Authentication: Implement SPF, DKIM, and DMARC to improve email authentication and prevent spam traps.
- Double Opt-In: Use double opt-in to ensure users want to receive emails and maintain higher engagement rates.
- Remove Inactive Users: Regularly remove inactive users from your email lists.
Technical article
Documentation from RFC describes email authentication methods like SPF, DKIM and DMARC. Implementing these will help improve sender reputation and prevent spam traps.
15 Sep 2022 - RFC
Technical article
Documentation from SparkPost responds that low engagement rates signal to ISPs that your emails aren't wanted, impacting deliverability. Focusing on engaged users, using double opt-in, and removing inactive users are crucial for maintaining a healthy sender reputation.
17 Jan 2022 - SparkPost
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