Summary
To send privacy policy updates to a large, unengaged email list without harming deliverability, a comprehensive strategy is required. Experts recommend segmenting lists based on engagement and recency, sending to engaged users through email and reaching others via alternative channels like website banners, SMS or social media. Essential technical aspects include implementing SPF, DKIM, and DMARC for authentication, monitoring sender reputation, and adhering to ESP guidelines. Prioritizing list hygiene through cleaning and sunsetting policies, warming up IP addresses, capping email frequency, and re-engaging inactive subscribers further helps to minimize deliverability risks and improve inbox placement.
Key findings
- Engagement-Based Communication: Focus email sends on engaged audiences while utilizing alternative channels for others (website banners, SMS, social media).
- Email Authentication: Implement SPF, DKIM, and DMARC to verify the authenticity of emails and protect against spoofing.
- Sender Reputation Monitoring: Continuously monitor sender reputation metrics (complaint rates, spam traps) to identify and address deliverability issues.
- List Segmentation & Hygiene: Segment email lists based on engagement and recency, removing hard bounces, unsubscribes, and inactive subscribers.
- IP Warm-up Strategy: Gradually increase sending volume, starting with engaged subscribers, to build a positive sender reputation.
- Re-engagement Campaigns: Attempt to re-engage inactive subscribers before removing them from the list.
- Frequency Capping: Limit the number of emails sent to less-engaged subscribers to avoid overwhelming them and triggering spam complaints.
- ESP Consultation: Collaborate with your Email Service Provider (ESP) for guidance and best practices specific to your sending infrastructure.
- Alternative Delivery Methods: Utilize other channels to deliver policy updates to unengaged users.
Key considerations
- Balancing Legal and Practical: Legal obligations must be balanced with deliverability best practices; legal requirements don't override deliverability.
- Technical Implementation: Properly configure SPF, DKIM, and DMARC records; monitor for any misconfigurations.
- Data Privacy Compliance: Ensure compliance with data privacy regulations (GDPR, CCPA) when managing subscriber data and sending updates.
- Monitoring and Optimization: Continuously monitor deliverability metrics and adjust sending strategies as needed to maintain optimal inbox placement.
- Audience Segmentation: Accurately assess the level of engagement and segment accordingly.
What email marketers say
8 marketer opinions
To send privacy policy updates to a large, unengaged email list without harming deliverability, experts recommend a multi-faceted approach. This includes contacting your ESP for guidance, exploring alternative communication channels for inactive users, and warming up IP addresses by gradually increasing sending volume starting with engaged subscribers. Segmentation based on engagement levels is crucial, sending to highly engaged users first while suppressing or sunsetting unengaged contacts. Running re-engagement campaigns to revive inactive subscribers, implementing frequency capping to prevent subscriber overwhelm, regular list cleaning to remove hard bounces and unsubscribes, and continuously monitoring sender reputation are also essential practices.
Key opinions
- Alternative Channels: Consider using SMS, web push notifications, social media, or website banners for inactive contacts instead of email.
- IP Warm-up: Gradually increase sending volume, starting with engaged subscribers to build a positive sender reputation.
- Segmentation: Segment your email list based on engagement and prioritize sending to highly engaged users first.
- Re-engagement: Run re-engagement campaigns to revive inactive subscribers and clean your email list.
- Frequency Capping: Limit the number of emails sent to unengaged subscribers to avoid spam complaints.
- Sunset Policy: Automatically remove or suppress subscribers who haven't engaged within a defined period.
- List Cleaning: Regularly remove hard bounces, unsubscribes, and unengaged subscribers.
- Sender Reputation: Continuously monitor your sender reputation metrics like volume and complaint rates.
Key considerations
- ESP Consultation: Consult your Email Service Provider (ESP) for specific guidance and best practices for handling large, unengaged lists.
- Legal Compliance vs. Deliverability: Balance legal requirements for sending updates with email deliverability best practices.
- Data Privacy: Ensure compliance with data privacy regulations when sending updates and managing subscriber data.
- Email Validation: Use email validation tools to identify and remove invalid or risky email addresses.
Marketer view
Email marketer from Litmus Blog advocates for creating a sunset policy, automatically removing or suppressing subscribers who haven't engaged in a defined period. This practice minimizes deliverability risks associated with mailing to inactive addresses.
10 Sep 2021 - Litmus Blog
Marketer view
Email marketer from HubSpot Blog explains the necessity of regular list cleaning. Removing hard bounces, unsubscribes, and unengaged subscribers improves sender reputation and deliverability. They recommend using email validation tools to identify invalid addresses.
19 Dec 2023 - HubSpot Blog
What the experts say
5 expert opinions
Experts recommend a strategic approach to sending privacy policy updates to a large, unengaged email list. Sending an email does not guarantee it will be received so sending to engaged users is preferable. Divide the list into segments based on engagement and recency, sending to more engaged users first. Remove old or invalid email addresses, as hard bounces negatively impact deliverability. Explore alternative channels for reaching unengaged users, recognizing that legal requirements don't override deliverability best practices.
Key opinions
- Targeted Communication: Focus email sends on engaged audiences and utilize alternative methods (banners, popups) for others.
- Data Hygiene: Removing non existent email addresses is important for good deliverability.
- Segmented Sending: Break the list into engagement-based chunks and send over time, starting with the most engaged.
- Channel Diversification: Consider alternative communication channels for unengaged users.
- Hard Bounce Removal: Remove hard bounces to avoid damaging your deliverability.
Key considerations
- Understanding the Medium: Recognize that email delivery is not guaranteed and tailor strategies accordingly.
- Balancing Legal and Practical: Legal mandates should be balanced with sound deliverability practices.
- Engagement as a Priority: Prioritize engagement as a key factor in determining sending strategies.
- Deliverability Impact: Address hard bounces as a key consideration for maintaining deliverability.
Expert view
Expert from Word to the Wise explains that it's essential to consider audience engagement when sending policy updates. She explains that legal requirements don't override deliverability best practices. Segmenting your audience and using alternative channels for less engaged users can help prevent deliverability issues.
9 Apr 2025 - Word to the Wise
Expert view
Expert from Email Geeks suggests that legal is misunderstanding the medium, stating that sending an email doesn't guarantee it's opened or received. They recommend sending to the engaged audience and using a banner or popup on the authentication page for others.
26 May 2022 - Email Geeks
What the documentation says
5 technical articles
Technical documentation emphasizes the importance of email authentication (SPF, DKIM, DMARC) and sender reputation for ensuring email deliverability, particularly when sending to large, unengaged lists. Google and Microsoft highlight best practices for bulk senders, including maintaining low spam complaint rates and providing easy unsubscribe options. Implementing SPF, DKIM, and DMARC as per RFC specifications helps verify the authenticity of emails, reducing spoofing and improving trustworthiness. Monitoring sender reputation and adhering to sending policies are essential to avoid being filtered as spam.
Key findings
- Authentication: SPF, DKIM, and DMARC are crucial for authenticating emails and verifying their origin.
- Sender Reputation: Maintaining a good sender reputation is essential to avoid being flagged as spam.
- Google's Recommendations: Google recommends authentication, low spam rates, and easy unsubscribe options.
- Microsoft's Recommendations: Microsoft emphasizes sender reputation monitoring using tools like SRD.
- DMARC Relies on SPF and DKIM: DMARC builds upon SPF and DKIM to provide enhanced email authentication and security.
Key considerations
- Technical Implementation: Properly configure SPF, DKIM, and DMARC records in your DNS settings.
- Reputation Monitoring: Regularly monitor your sender reputation metrics to identify and address potential issues.
- Compliance with Policies: Adhere to the sending policies of major email providers like Google and Microsoft.
- Unsubscribe Options: Provide easy and accessible unsubscribe options to reduce spam complaints.
Technical article
Documentation from Microsoft Sender Support explains the significance of sender reputation. They advise monitoring your sending reputation using tools like Sender Reputation Data (SRD) and adhering to their sending policies. Poor sender reputation can lead to emails being filtered as spam.
30 Dec 2021 - Microsoft Sender Support
Technical article
Documentation from RFC 4408 explains the technical specifications for Sender Policy Framework (SPF) records. SPF records help verify the authenticity of emails by specifying which mail servers are authorized to send emails on behalf of a domain. Implementing SPF can improve email deliverability.
25 Mar 2023 - RFC 4408
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