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The Grande Guide toPrivacy & Email Deliverability restriction on the recipient’s mailbox size. A block Email Deliverability Best Practices bounce typically indicates that filtering – whether Step 1: Manage Your Reputation content filtering, user filtering, complaint filtering, or other spam filtering – is impacting the deliverability of A. Know Your Sender Score. your email. a. Measure it for free at http://www.senderscore. It’s illegal to harvest email addresses from websites org. All scores are based on a scale of 0 to to create a mailing list. 100, where 0 is the worst and 100 is the best If more than 10% of your list comprises bad email possible score. addresses, you can expect spam protection to block your emails. Industry average usually keeps the B. Authenticate your Email IP Address. acceptable rate between 1 and 3%. a. Publish IP-based solutions like Sender Policy Framework (SPF) and Cryptographic solutions like DomainKeys Identified Mail (DKIM) Deliverability and Privacy b. Create separate records for each type of email Best Practices communication, such as promotional, newsletter Understand all capabilities of your email service and corporate. provider. For example, does it manage global opt-outs automatically and in a compliant way, or remove hard C. Control Complaints. bounces in a timely manner? a. Monitor complaint trends throughout each email Know the privacy laws where you do business. Get campaign. proper counsel. b. Avoid getting on blacklists. Monitor http://www. Get third-party certification as a trusted sender. dnsstuff.com for your IP addresses, use the free lookup tool at http://www.mxtoolbox.com/ blacklists.aspx, or see blacklistings via the Blacklist Monitor service from Return Path. What is Sender Reputation? D. Gain Recipient Permission. Sender reputation is a score assigned to every mailing IP a. Only send to those who have explicitly requested address (regardless of size or email from you. industry of the mailer) based on a b. Target “neutral” contacts (i.e., those who have combination of factors determined neither opted in nor opted out) with the goal of by your mailing practices, including gaining permission. content, frequency, and data sourcing. Your score is primarily c. Re-engage inactive contacts by confirming based on three factors: subscription status one or two times per year. d. Strengthen the relationship with active opt-in > Complaints (clicks on the Report contacts by soliciting feedback on the quality Spam button) and frequency of your communications, and > Infrastructure (reverse DNS and their communication preferences. Confirm mail exchanger – or MX – record, volume/throttling, and bounce preferences with the recipient and then comply. handling) e. Send only what the subscriber signed up to > List hygiene (source, quality and receive. engagement) Source: Return Path 04 The Grande Guide to Privacy & Email Deliverability www.eloqua.com