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

By Tom Sather

2. Isolate your unengaged segment. Send campaigns to segments with weak engagement from a distinct sending IP — not your main IP. If you have a spam trap on your list, this will make it easier to isolate while preventing it from threatening your primary IP's inbox placement rates.

3. Tightly control list composition. The best way to do this is to compile your own lists. Buying lists may seem like an easy way to gain new subscribers, but the risks of spam traps and complaints usually outweigh the benefits. Furthermore, make sure you know where your new subscribers are coming from. Were these new email addresses from an online purchase, or a more error-prone point-of-sale collection?

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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.