E-mail Marketing: Three Keys to Successfully Maintain a Good E-mail Reputation

1. Maintain good e-mail list hygiene. E-mail address providers often blacklist entities that send e-mail to too many non-existent addresses, the white paper’s authors state. Spammers often randomly generate e-mail addresses to send to, resulting in many addresses that aren’t real. Address providers do acknowledge there is a lot of churn in terms of consumers changing e-mail addresses, but it’s generally accepted that marketers should aim to keep invalid addresses to less than 10 percent of each mailing, say the authors.