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Inbox Formula
For new domains, new IPs or rehabbing sender reputation.

Table of Contents

Introduction 3

Part 1: Preparation 4

Choosing a domain 4
Domain Privacy 4
DNS 5
Email List Collection (Data) 6

Part 2: Execution 8

Pros/Cons of Dedicated IPs 9

IP & Domain Warm-Up 10
Domain Warm-Up Plan 13
Dedicated IP Warm-Up Plan 14
Sending Best Practices 15

Part 3: Maintenance 19

List Hygiene 19
Blacklists 21
Spam Traps 22

Conclusion 24

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Introduction
Hey Email Warrior,
It is important when planning to send messages to your subscribers that
you are doing everything within your power to ensure best practices are
followed and to be as consistent with your sending volumes and frequency
as possible within your business constraints.
Following best practices and implementing a consistent mailing schedule
will help maintain a healthy reputation for your domain and IP’s.

At Campaign Refinery, we give you all the tools you finally need to be
consistently successful with your email campaigns.
Other providers require you to cobble together a string of tools that are
cumbersome, expensive and prone to error (if it’s even possible at all).
However, as great as the tools are at Campaign Refinery, it’s ultimately up
to you to send the right content, to the right people. Following the formula
we share here will enable you to get the kind of success you’re looking for
in your business and hit the inbox consistently.

Your actions will dictate both immediate and future success.

This Inbox Formula is based around what has proven to work for our
current clients, as well as from the vast experience of our seasoned email
delivery team processing extremely high email volumes.

After reading this guide, you should have the knowledge required to
get consistently great outcomes from your email marketing.
All this is made light years easier when you use Campaign Refinery.
To your future success,
Travis Ketchum
Founder & CEO
Campaign Refinery

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Part 1: Preparation

Choosing a domain
One of the first things you need to do, before you can start sending with
Campaign Refinery (or any reputable email platform), is to choose a
domain that represents your business.
We recommend you stick with the proven, long-term TLDs (top level
domains) like .com, .net and .org. Try to not be too smitten with vanity
domains like .ninja, .xyz, and .jobs. These TLDs are commonly used by
spammers and could raise red flags with major mailbox providers.
It is also recommended that you use a sub-domain when sending, which
Campaign Refinery generates for you automatically. This is why when you
configure your domain inside Campaign Refinery, you’ll see values starting
with “r1” and “r2” - this is us taking care of this for you, automatically.
This helps insulate your corporate email from your marketing and
transactional email, better protecting the reputation of each.

Domain Privacy
You know that information you were required to submit when your domain
was originally purchased and configured? That is known as your WHOIS
record, and it helps prove there is someone real behind the domain.
It may be temping to enable privacy on your WHOIS so your address,
contact email and phone number are hidden behind a proxy. The issue
with that however, is that ISPs (internet service providers) and the major
mailboxes may see that as a sign you have something to hide.
You know who wants to hide the most? Spammers.
So it’s best to avoid giving off any signals that could have you confused
with spammers. Walks like a duck, sounds like a duck and all that.

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It’s also good practice to have the WHOIS info match what you have in the
footer of your website, as well as the contact info in your privacy policy.

DNS
It’s extremely important you are using as many authentication methods
available to you with your email. If you are not fully authenticating your
email properly, ISPs will assume you are a spammer or a bad actor and
will filter or simply drop your email completely.
Campaign Refinery makes it copy/paste simple to fully and properly
authenticate your domain before you start sending.
The common types of sender authentications are:

• SPF - Send Policy Framework

SPF is an email authentication protocol that allows domain owners to
specify which mail servers can send email from that domain. You do this
by publishing an SPF record that tells recipient servers which IPs are
authorized to send messages on behalf of your domain.

• DKIM - Domain Keys Identified Mail

DKIM provides a method for validating a domain name identify associated
with a message through cryptographic authentication.

• DMARC - Domain Message Authentication Reporting &

Conformance
Spammers and bad actors can forge a “from” address very easily. DMARC
helps to ensure legitimate email is properly authenticating against DKIM
and SPF standards and fraudulent activity appearing to come from the
domains under a brand’s control is blocked.
DMARC also allows you to publish a policy that tells mail providers what to
do with unauthenticated messages, such as quarantine or completely
block mail send from any other source acting as your brand.

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• MX - Mail Exchanger
You may think MX records are only important for receiving messages. This
isn’t true as some recipient servers will reject messages from a sending
domain that doesn’t have properly configured MX records.

Reminder: It’s great to know what the various authentication methods are
and why they are important for better context. However, what matters
even more, is that you actually get them in place - which is as simple as
copy/paste when you use Campaign Refinery.

Email List Collection (Data)

Everything we’ve recommended up to this point on DNS can be thrown
out the window if you aren’t obtaining contact email addresses properly.
Below we have provided some of the best list acquisition practices as well
as methods to avoid some of the most common mistakes.

• Permission
The first step to building a high performing email list is to get permission
from the subscribers interested in receiving email from you. So, go ahead
and move that purchased 3rd party list to the trash bin, as it will only lead
to headaches, heartache and an unsustainable business filled with issues.

• Email Validation
There are various kinds of validation possible on an email address. The
most basic is checking for typo’s and if the mailbox can receive mail at all.
However, the best validation services will also remove emails that seem
“valid”, but can cause serious harm to your sender reputation.
Thankfully Campaign Refinery automatically and continuously protects you
from all of the following invalid and harmful email addresses before you
ever click the big “send” button.

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We got you covered in ways other email platforms only dream about,
including these sender reputation destroying email types:
• Typo: Addresses with spelling errors such as “gmil.com”.
• Invalid: Accounts that do not exist, often used by freebie seekers.
• Spam Traps: Exclusively used to catch spammers. A deadly poison pill.
• Disposable: Sometimes valid, but only for a limited time and will bounce.
• Dormant: Emails that used to be good, but are now abandoned.
• Role: Examples include “support@“ and “admin@“
• Serial Complainers: Contacts that are known to consistently complain.
Make sure you are removing all of these harmful contacts before sending
your first email to avoid near immediate sender reputation harm.
Find out more about how by going here.

• Double Opt-In
You’ve worked hard and convinced someone to give you their email
address, often in exchange for something. Now what? A great practice is
to send them a confirmation message so they can verify their address is
correct, and that hearing from you is still something they want.
This process is known as a double opt-in, and it’s strongly encouraged so
you stay focused on people who actually want to hear from you and aren’t
just tire kickers who aren’t really that into what you have to offer.
Once someone has confirmed their intent to be on your list, then it’s a lot
safer to go ahead and start emailing them regularly. If they don’t confirm
their email address, it’s not advised to continue sending them email.
Sending to contacts who do not confirm by taking an immediate
secondary action are often not that interested in what you offer. Or, they
may have had their email added to your list by someone else and are likely
to complain when you start sending regular email.

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A nice upside to a double opt-in flow, is that it quickly gets you an open
and a click from a subscriber, which are both positive signals to the
mailbox providers that you send quality email.

Part 2: Execution

Now that you have your high quality mailing list, the next thing to do
is properly warm-up your domain and dedicated IPs.

This process also works great if you’ve been making some critical
mistakes and want to rehab your email list back into good standing.

Before we dive in, let’s touch on the common misconception that

dedicated IPs are always better. There are many businesses who
simply don’t have the volume or consistency to warrant their own
dedicated IP and would likely be better off with a quality shared IP.

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However, even for lower volume email you will benefit from this warm-
up process to break-in your sending domain, or when rehabbing an
existing domain that’s having deliverability issues.

Quick context: What the heck is an IP? The letters “IP” stand for
“Internet Protocol”, and an IP address is like a physical address for
where your email is being sent from. These help mailbox providers
build trust. Are you the nice house with the manicured lawn? Or are
you the house with 5 rusty cars on blocks out in the yard, bars on the
windows and lots of suspicious activity at 3am every night?

Pros/Cons of Dedicated IPs

+ Insulates your reputation from other “noisy neighbors” that can hurt your
reputation when they send low quality email to unengaged contacts.
+ Allows you to scale up your email volume in ways often not possible in a
shared pool of IPs. Expect to need ~1 dedicated IP per 1 million
messages you send per month.
+ ISPs will know exactly what to expect, because it’s always only your mail
sent across the same IP addresses on a regular basis.

- Dedicated IPs require approximately 1 million emails per month to build

peak reputation performance with the mailbox providers.
- If your sending is not very consistent, ISPs are more likely to throttle
your sporadic sends, making it harder to hit the inbox.
- In the event that you make too many errors in your sending practices,
dedicated IPs tend to be harder to rehab the reputation on.

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IP & Domain Warm-Up
When you use new IPs or/or brand new domains, they don’t have a
previous history of sending email.
Because of this fact, mailbox providers like Gmail, Yahoo, etc. don’t know
what to expect from your domain/IP. A common practice for spammers is
to constantly move from IP to IP or domain to domain without warming
them up properly to establish a quality reputation.
This is known as IP/domain hopping and mailbox providers have taken
measures to thwart this technique. These providers will throttle
(temporarily defer) or worse, block messages from IPs and/or new
domains they haven’t seen sending email before.
They will do this until they gain trust that the messages coming from an IP/
domain are legitimate, and that the messages are wanted by recipients.
Mailbox providers may also filter messages and place them in junk to see
how their users interact with the message, more importantly to see if they
will mark the messages as junk or not.
So, don’t be worried if you see some portion of your messages getting
filtered to spam on your new IP/domain initially, as it is to be expected.
Below are some simple steps that you can take to make sure you establish
a great reputation with your new IP or domain.

• Set the proper records. Campaign Refinery helps with this by providing
all the required DNS records to make sure your messages are
authenticated before we even allow you to send your first email. By
making sure you have setup the proper DNS records, you are doing
your part by telling the recipient servers that messages are coming from
you and not someone else. Always have MX records setup for the
domain you use with Campaign Refinery (which we include for you as
well) as some recipient servers will reject your message if the MX
records don’t resolve. Also, while we include a basic DMARC policy, you

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 may ultimate want to increase it to quarantine or reject. But tread
cautiously here in case you have other email from your domain as well
that you need to verify will continue to operate as expected.

• Purge. Clean your email list list by removing all users that have
previously complained, unsubscribed or hard bounced. As you probably
expect by now, Campaign Refinery instantly removes all of these users
who behave in this way to reduce your exposed risk. We also strongly
recommend you remove inactive users from your list while warming up,
which can be enabled under the “Clean” menu of your Contacts area.
The major mailboxes, especially Google, give significant weight to the
percentage of your list that engages, so removing the unengaged as
quickly as possible is only going to benefit you long term.

• Target. We recommend targeting your most engaged users first. This is

normally easiest when you are rehabbing an existing domain with
history, but if you a way of telling who is most engaged we would start
there. Sometimes, the only want to judge this based on your most
recently subscribed contacts with aggressive purge/sunset policies.

• Start Slowly. We’ve provided a warmup plan in the next section. You
don’t have to follow this exactly but the closer you stay true to this plan,
the better your results will be. We recommend being as conservative as
possible so if you want to go slower, be our guest. However, if you start
out too fast, mailbox providers will undoubtedly filter your messages
more aggressively and you’ll be setting yourself up for problems down
the road.

• Stay Consistent. Don’t be tempted to make up for lost time or play

catch-up if you miss a day. Mailbox providers don’t like spikes in
volume. If you miss a day in the schedule, start back where you last left
off instead of doubling up - otherwise you can put yourself behind.

• Don’t be greedy. Regardless of the number of IPs you have assigned to

your domain (which your Campaign Refinery rep handles for you), stick
to this schedule. If you have 2+ IPs, this doesn’t mean you can start

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 with 200 messages on day one for example. Remember, you are
building the reputation of your domain as well in this process. Mailbox
providers don’t just filter based on IPs, but also on domains.

• Be Patient. While this does take time, try your best to be patient.
Skipping this crucial step may leave you with delivery and deliverability
issues that are more challenging to fix later on. You’ll also notice that
given the roughly doubling that happens, it really doesn’t take that long
to get to numbers that can sustain quite large volumes.

Our best practice warm-up plans for domain and IPs follow on the next 2
pages. Your individual plan can very based on many factors like
reputation, list-hygiene, and user engagement.

If you are following these warm-up plans and start seeing errors, you
should stop increasing volume and revisit your email practices.

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 Domain Warm-Up Plan

Day Volume

1 100

2 200

3 300

4 400

5 500

6 600

7 700

8 950

9 1,200

10 1,450

11 1,700

12 1,950

13 2,200

14 2,450

15 3,000

16+ +500 From The Prior Day

*After this point, if you aren’t seeing delivery errors, you can send +500
emails from the prior day until you have reached your maximum daily limit.

Domains are more sensitive than IPs tend to be, so the more conservative
you are with your domain ramp, often the more successful you’ll be.

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 Dedicated IP Warm-Up Plan

Day Hourly Volume Daily Volume

1 100 1,000

2 300 2,500

3 600 5,000

4 800 6,500

5 1,000 8,000

6 1,500 10,000

7 2,000 14,000

8 3,000 20,000

9 3,500 25,000

10 4,500 35,000

11 6,500 50,000

12 10,000 80,000

13 16,000 125,000

14 25,000 175,000

15 50,000 250,000

*After this point, if you aren’t seeing delivery errors, you can double traffic
until you have reached your maximum daily limit.
**Throttling is controlled by Campaign Refinery account managers, so
please work with our team to work with you on speed throttling.

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Sending Best Practices
When sending messages to your customers, it’s important to make sure
you are doing your part so you achieve a positive sender reputation. ISPs
are looking at the messages their users are receiving so, if you aren’t
keeping an eye on numbers, your performance will be directly impacted
and there is very little any mail provider can do to help. Below you will find
some helpful tips we’ve learned over time that make a positive difference.

• Be Consistent
ISPs like to see consistency from their senders. This means they don’t
want to see large spikes in volume and, if they do, it’s a major red flag and
could lead to your messages being deferred and/or blocked. It’s also a
good practice to be consistent with the “From” address you use on your
messaging. Some customers have success switching this up, but those
who do have everything else on point and they still always send form the
same domain. Only the name may change on very rare occasion.

• Personalize
Use merge fields and segmenting to personalize emails to each recipient.
Ideally, the content should reflect the recipient’s specific interests or usage
patterns within your marketing ecosystem. Utilizing merge fields to input
their name, or any other data you’ve collected on them to make it feel
personal goes a long way towards making it feel human. Plus it generates
unique content so each email looks more bespoke to the ISPs as well,
further increasing the potential for improved deliverability.

• Send Multi-Part Messages

If you’re using a platform other than Campaign Refinery, it’s important to
remember to send both HTML and plain text versions of your email. HTML
only emails can be poorly received by the ISPs. Also, remember that ISPs
generally block images by default so HTML only could potentially look
pretty weird or useless.
Campaign Refinery automatically generates both versions for you.

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• Subject Line
Keep your subject line short and to the point. Avoid using ALL CAPS and
exclamation marks. It may be obvious, but it’s still worth stating that you
want to avoid spam trigger words like “Free”, “Buy Now” or similar.
A free tool that’s extremely useful for getting more personalized feedback
on your subect line can be found here.

• Promote Interaction
You want your recipients interacting and engaging your your messages, so
give them information and ask them to do exactly that. One simple thing
you can do is request users add you to their address book (known as
whitelisting), as well as encourage them to reply to your emails.
As we move forward, more and more ISPs will be weighting engagement
and interaction above other signals to decide where your messages end
up in your recipients inbox.
For these exact reasons, Campaign Refinery has developed an amazing
gamification framework so your subscribers can be directly incentivized to
engage and interact with your content. Additionally, subscribers will finally
have a compelling reason to add you to their address books for near
guaranteed inbox placement.
Campaign Refinery is the first email solution to take proactive steps that
incentivize subscribers, spike engagement and get more of your email into
the inbox than ever before.
See how you can dramatically increase deliverability and give subscribers
a compelling reason for near guaranteed inbox placement here.

• Unsubscribe Links
Always make sure you include an unsubscribe link in your messages, even
transactional messages. Campaign Refinery automatically includes a true
1-click unsubscribe link in the footer of every email we send on your
behalf. The goal here is to make sure you give the recipient an easy way to

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opt out from all of your emails. The last thing you want to do is to continue
emailing someone who wants you to stop, forcing their hand to click the
spam button which can quickly tank your sender reputation.
For this very important reason, the link should be easy to find which is why
it’s super obvious in the footer of every email our platform sends for you.
Don’t try to be sneaky or hide it somewhere, when someone wants you to
stop it needs to be obvious, direct and 1-click.

• Business Mailing Address

Include your company’s physical address in every message you send. This
is a requirement of CANSPAM, so please make sure you use a valid
business address you can receive physical mail at.
Inside of Campaign Refinery, you simply need to configure an email footer
with this information and it will be included everywhere. In fact, we don’t
even let you send without it completed and enabled to protect you.
Bonus points if the address in your footer matches the WHOIS information
for your domain, the footer of your website and the address included in
your Privacy Policy and Terms of Service.

• Segment
Listen to your audience and send more frequently to the customers that
have shown they enjoy receiving your content. ISPs are looking for
engagement so use your top performing recipients to your advantage.
Sending to users that haven’t engaged with a message in quite some time
only hurts your reputation as a sender because, eventually, ISPs consider
non-engagement to be the same as “unsolicited mail”.
You don’t have to immediately remove unengaged users, but you should
be dropping them from your regular communication and putting them into
a dedicated re-engagement sequence.
Your sender reputation will thank you, and as a result you’ll actually
generate more opens, clicks and sales with a lower sending cost.

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It’s worth noting that Campaign Refinery makes it super simple to save
Audience Segments based on tags and engagement. We suggest you
tighten your window of engagement (based on opens) until your open
rates consistently improve.
Often, sending to 30-day openers is a good place to start. You may have
to tighten down as close as 7-days, or open up as far as 6 months
depending on your analytics, content and business mechanics.

• Re-Engage
Try running a re-engagement campaign with your inactive users. Ask them
if they would like to continue to receive messages to solve whatever
original pain they signed up to solve.
With Campaign Refinery, you can find a dead simple way to fire off this
campaign globally under Contacts > Clean. Here you can dictate the
parameters in which someone should be dropped into a re-engagement
sequence and build it right there as well.
If someone doesn’t bite on short, to the point emails asking if they still
want to solve the pain point you work on, then it’s time to drop the dead
weight and move on. The goal here is just to get “proof of life” with any
form of engagement (even just an open).

• Enable Tracking
Tracking when users open and click emails is a great way to know what’s
working and what’s not. If your email platform has either of these disabled
we suggest you turn it on.
By default, every Campaign Refinery account has open and click tracking
turned on so you can better understand your campaign success metrics.

• Use Tags
Tags let you drill down into more specific segments based on what
customers opt-in for, click on or engage with. Tags coupled with
engagement filter makes for massively powerful segmentation.

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Old school email tools were built around the concept of “lists” instead of
“audiences”. Tags and audiences are dramatically more dynamic offering
more precise campaigns, metrics that give more insight and more.
Campaign Refinery relies on tags for this exact reason, allowing you to
create endless tags and Audience Segments to get the most of each and
every campaign within your business.

Part 3: Maintenance

Building a rock-solid reputation is only half the battle. It is important

to make sure you are continually optimizing your reputation. By
continually monitoring what is going on with your email campaigns
you can achieve a longstanding reputation as a great sender and
ISPs will love delivering your content to the primary inbox.

Below, we’ve provided some helpful tips on keeping that reputation

you worked hard to build in good standing for years to come.

List Hygiene
• Remove Bounces
Anytime a recipient email address bounces, you should remove them from
your list immediately. Campaign Refinery will automatically remove hard
bounces on the first failure, and soft-bounces after 5 failures.
Sending to invalid addresses negatively impacts your reputation as a
sender so it’s very important to keep bounces clean. Campaign Refinery’s
built-in cleaning system will remove at least 98% of these before you ever
hit send, but it’s possible for some to be missed, or for others to go bad
between your regular cleaning schedule.

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• Remove Complainers
Much like bounces, anytime we receive a feedback loop from participating
ISPs, we will immediately unsubscribe and suppress that contact.
Complaints severely affect your reputation as a sender so continued
sending to these contacts can have a major negative influence on your
overall results. A notable exception to the feedback is Google, who will
give you a complain percentage in Google Postmaster, but don’t actually
tell you specific email addresses that complain.
However, similar to invalid email address removal, Campaign Refinery’s
built-in cleaning tools do their best to preemptively remove known
complainers who have made a habit of complaining on other lists.

• Honor Unsubscribes
When someone unsubscribes from your messages, it is important to honor
that request quickly so you don’t risk that user complaining in the future.
We view unsubscribes as a good thing, because it can save you from a
complaint which is much more damaging to you as a sender.
Campaign Refinery is a true 1-click unsubscribe system, so the second
someone clicks unsubscribe, they are immediately removed from your list
of marketable contacts in your account.

• Retire Unengaged Users (Sunset Policy)

As discussed previously, sending to users that have shown no signs of life
will only hurt your sender reputation. If you haven’t had a recipient engage
with any message for a few months or less (depending on frequency), you
should go ahead and remove them form your list.
A proactive, preventative approach to list hygiene via a best-practice
Sunset Policy is important to ensure you are always sending to recipients
that want and will engage with your email.
Remember that cold, unengaged leads who are no longer opening and
clicking your email are not assets: they are liabilities.

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• Remove Role Based Addresses
Role based addresses like info@, support@, admin@ etc, should be
removed from your lists. The reason here is fairly simple, as messages
send to these addresses often to go multiple people or change hands
often. If one of those recipients on that list didn’t expect to receive the
message, the likelihood of getting a complaint goes up dramatically.
Here again, Campaign Refinery is different than your average email
solution because we identify and remove these kinds of addresses from
your account proactively so you don’t even have to think about it.

• Monitor Soft Bounces

If you are seeing email addresses continually soft bounce, you should
remove them from your list. At Campaign Refinery, we remove soft
bounces after 5 instances to protect your sender reputation.
These messages aren’t making it to your recipient so it’s a waste of effort
and cost. If you are seeing a lot of soft bounces, it could be a sign of a
larger issue with your sending overall. It’s also a way of ISPs telling you to
slow things down and improve your email practices.

Blacklists
An email blacklist, sometimes called a DNS-based black hole list, is a real-
time database using set criteria to determine if an IP is sending
“suspicious looking” email and could be considered spam. Blacklists can
cause your messages to never reach your intended recipient. Not only that
but they will negatively impact your reputation and are a sign of issues
with your list or overall email practices.

• What causes blacklisting?

Generally, your IP will be blacklisted if your messages are being sent to
mailboxes monitored by the blacklisting service in which you get listed.

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Other things like high complaint rates can also cause your IP and/or
domain to be blacklisted.

• What should you do?

When your IP is listed on a blacklist you should take it as a sign to improve
your email practices. There is a small chance your listing was caused by a
false/positive but those are quite rare. Before requesting your IP to be
delisted, you should make changes to how you are obtaining users email
addresses and maintaining your lists.
If you don’t make changes the list will simply occur again.
Campaign Refinery has a dedicated deliverability team that can often
assist in getting delisted, but not all lists are created equal and we will
want to review your data collection, content and more before doing so.
Not all lists are created equal
What this means, is that not all blacklists carry the same weight. Some
blacklists just aren’t reputable and will only remove your listings if you pay
them. Don’t ever pay these services for removals.
Our team has reviewed a lot of data and these services very rarely cause
messages to be blocked.

Spam Traps
A spam trap is an email address that’s not actively used, but is actively
monitored. This means the email address would never sign up to receive
messages or hasn’t in a very long time. Anything sent to that address is
deemed as spam. Unfortunately, these addresses can sometimes find their
way onto your lists and cause issues with your reputation. There are a few
different types of Spam Traps to be aware of.

• Pristine - The is the worst of the bunch. A pristine email address is an

address setup by different organizations for the explicit purpose of
catching spammers. These addresses have never been used for

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 anything else so, if you are sending messages to them, you’ve got real
problems that can absolutely trash your reputation overnight.

• Recycled - The average lifespan of an email address is 12-18 months.

Many times, when users vacate their email address they will be taken
over by the mailbox provider. From that point, the mailbox will be taken
offline so it will bounce if you attempt to deliver a message to it. Then,
after an unspecified period, the mailbox provider will bring that mailbox
back online and monitor what gets sent to it. Any message sent to that
mailbox is counted as a spam trap hit because you shouldn’t be
sending to a mailbox that hasn’t been used in years. Therefore, it is
extremely important to prune your lists of inactive users.

• Typo - This one is self-explanatory. When a user enters their email

address, they may have unintentionally typed their address in
incorrectly. So instead of [email protected] they enter
[email protected] and you proceed to send a message to that
address. Sometimes these typo domains are setup to monitor poor list
acquisition practices. Your best way to avoid this is by practicing
validation and cleaning on your list in conjunction with double opt-in.
What’s the impact if Spam Traps you ask? Anytime you send messages to
Spam Traps, your reputation takes a hit as all this data feeds into ISPs
systems to gauge your reputation as a sender. Sending to Spam Traps will
also likely get your IP listed on blacklists as this is how they monitor data.
As mentioned previously under list-hygiene, Campaign Refinery’s cleaning
system attempts to remove any known Spam Traps from your list
immediately upon import/subscription. Additionally, we re-check your list
by default every 90 days for any email addresses that may have soured on
you over time and now should be removed.

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Conclusion

Be proactive!

Creating and maintaining a good email sender reputation is much

easier than trying to repair it later on. However, if you do run into
these issues because you didn’t know better or have since learned
the value of doing things right, you can use these methods and tips to
right the ship and get things back on track.

In addition, a good email reputation is more than simply a way to

safely pass through the filters set up by the inbox providers to protect
their users from spam and abuse. When integrated into a
comprehensive email delivery and monitoring policy, businesses can
ensure they are reaching customers who want to hear from them.

Focusing on engaged users, and giving them incentives to pump

positive signals back to the mailbox providers will have a direct
correlation to the opens, clicks and sales you generate from email.

In turn, you also won’t be wasting valuable resources (time and

money) on email campaigns that fail to reach your targeted audience
and deliver the result of moving the needle forward in your business!

I wish you nothing but the best of luck with your emailing, and hope
that these tips made it easier to understand.

If you’d like some assistance with your email campaigns, and

navigating this process we would be thrilled to assist you.

See what amazing things Campaign Refinery can do for you.

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