How should I handle machine opens when rebuilding IP/Domain reputation and implementing a suppression approach?

Successfully handling machine opens when rebuilding IP/Domain reputation and implementing suppression involves a multifaceted approach. Avoid suppressing based solely on NHI image loads, as this excludes legitimate Apple users. Consider machine opens as potential indicators of inbox placement, especially in B2C contexts with Apple MPP. Employ Google Analytics to filter invalid traffic and focus on engagement metrics beyond opens, such as clicks and conversions, for accurate segmentation. Implement sunset policies with variable timeframes depending on business and prioritize website interaction over open data. Use marketing automation to manage engagement and A/B test suppression policies. Robust list hygiene practices and relevant content are crucial for sender reputation. Adhere to SMTP standards. In B2B, recognize machine opens might represent security software. Consider using third-party verification to mitigate bot traffic. The industry is moving away from relying on open rates as a primary metric.

When rebuilding IP/Domain reputation and implementing a suppression approach, handling machine opens requires a multi-faceted strategy. In B2B contexts, machine opens often represent security software scanning, not genuine user engagement. Filtering Apple MPP data, while potentially accepting Gmail proxies, is also recommended. Instead of solely relying on open rates, focus on engagement metrics like click-through rates, conversions, and time spent reading emails for more accurate user segmentation. Cleaning your audience through segmentation and re-engagement campaigns, implementing sunset policies, and using marketing automation to manage engagement are all essential. Sending relevant content helps avoid spam filters and encourages real user engagement. A/B testing different suppression policies helps determine the optimal approach. Robust list hygiene strategies and potentially leveraging third-party verification services can further improve deliverability and sender reputation.

Handling machine opens during IP/Domain reputation rebuilding and suppression involves a nuanced approach. Suppressing based solely on non-human interaction (NHI) image loads can exclude legitimate Apple users. Instead of aggressively suppressing, consider that machine opens often indicate inbox placement, especially in B2C contexts where privacy proxies like Apple MPP are common. Spam traps generally don't fetch images, so that's less of a concern. Further analysis of suspected machine opens is advised, perhaps with re-engagement efforts or reduced send volumes. There isn't a universally optimal sunsetting timeframe; it varies by business. Website interaction should override open data when considering sunsetting. Experts are shifting away from open rates as a primary metric due to machine opens, advocating for click-through rates, conversions, and other engagement indicators. Using third-party verification services can also reduce the impact of machine opens.

To handle machine opens effectively and rebuild IP/Domain reputation, leveraging tools like Google Analytics to filter invalid traffic provides a clearer view of audience engagement. Tracking engagement metrics beyond opens, such as clicks and conversions, is crucial to distinguish genuine interactions from automated opens, enabling informed suppression decisions. A strong understanding of SMTP standards helps identify and resolve issues contributing to machine opens, ensuring better deliverability. Maintaining a good sender reputation is essential, requiring proactive measures to filter and suppress invalid traffic, including machine opens, ensuring emails reach legitimate recipients.