Fear No Blacklist: How Email’s Savviest Senders Steer Clear

By Tom Sather

Senders that understand the landscape take these six steps to stay off blacklists, or to quickly remediate blacklisting events:

1. Track and apply engagement metrics. Use your engagement data to identify inactive subscribers, and either re-engage them or stop sending to them. Make sure your systems are correctly processing unsubscribe requests and feedback loops to remove people who don't want your email.

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Companies:
Return Path, Inc.

Tom Sather Author's page Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.