7 Ways to Improve E-Mail Deliverability

1. Maintain a clean list. Sending to bad addresses not only skews response rates, it’s a core metric ISPs use to determine sender reputation, the whitepaper notes. To maintain a clean list, consider the following tactics:

* Bounce management: Have a system in place to automatically process and categorize varying bounce codes. To implement this system effectively, capture all data streams, including asynchronous and synchronous bounces; interpret the data by processing bounce data and the varying bounce descriptions that come from each receiving domain; organize the data into logical categories, such as hard bounce, soft bounce, block and technical failure; take action based upon the data, including creating reports that address the causes of failures; and update your rules continually to keep up with the dynamic e-mail environment, which causes ISPs to periodically update bounce codes.