Rinse, lather and repeat: Best practices for email hygiene
There is a correlation between data hygiene and email campaign performance. Why?
Poor list hygiene is a leading cause of email deliverability issues. Internet service providers use the way your list bounces or hits spam traps as a way to help determine if you are a spammer and therefore cause harm to their customers. As an email marketer, it is important to adopt best practices, because you never want to appear spammy and suffer from poor deliverability.
You may be having deliverability issues if you are seeing very high bounce rates or are hitting spam traps. In extremely cases, you may be put on a blacklist, preventing all mail you send from being delivered to any domain within a given internet service provider.
If you want to run a successful and legitimate email program, email hygiene must be top-of-mind.
The first way to enable having a good email list is to ensure you are collecting email addresses on a permission basis and are not acquiring lists. List acquisition is one of the top ways your sender reputation can be harmed because they are often riddled with outdated and invalid email addresses.
