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

3. Keep e-mails relevant. One of the major keys to developing a good reputation is keeping complaint rates from your e-mail recipients low. The best way to do that is to ensure that any e-mails you send are as relevant as possible, say the white paper’s authors. Many mailbox providers believe there should be little to no reason for a consumer to complain about legitimate e-mail. As a result, mailbox providers keep their tolerance for any complaints very low. A good complaint rate recommended by the authors is less than 0.1 percent.