With all the talk about the numerous sender authentication protocols, it’s easy to overlook some basic actions that can help improve your e-mail deliverability. A new white paper from e-mail services provider Silverpop, “Deliverability: What the Pros Already Know,” calls attention to some of these basics:

  • If an address has produced a soft bounce three times in a row during the course of 21 days or more, remove it from your mailing list. (A soft bounce is a valid e-mail address that has been rendered temporarily undeliverable due to something like an overloaded inbox.)
  • E-mail everyone on your list at least once every 90 days. This will help you keep a better handle on address churn and keep your bounce rate to the optimal 4%-5%. If your list produces too many hard bounces—say, 20%—an ISP may consider you a spammer and block all your messages.
  • Be sure to put your brand in the “from” and/or “message” line.
  • Don’t neglect to set up a mailbox (e.g., .(JavaScript must be enabled to view this email address)
    //’;l[1]=’a’;l[2]=’/’;l[3]=”;l[25]='”‘;l[26]=’ 109′;l[27]=’ 111′;l[28]=’ 99′;l[29]=’ 46′;l[30]=’ 110′;l[31]=’ 105′;l[32]=’ 97′;l[33]=’ 109′;l[34]=’ 111′;l[35]=’ 100′;l[36]=’ 114′;l[37]=’ 117′;l[38]=’ 111′;l[39]=’ 121′;l[40]=’ 64′;l[41]=’ 101′;l[42]=’ 115′;l[43]=’ 117′;l[44]=’ 98′;l[45]=’ 97′;l[46]=’:’;l[47]=’o’;l[48]=’t’;l[49]=’l’;l[50]=’i’;l[51]=’a’;l[52]=’m’;l[53]='”‘;l[54]=’=’;l[55]=’f’;l[56]=’e’;l[57]=’r’;l[58]=’h’;l[59]=’a ‘;l[60]=’= 0; i=i-1){
    if (l[i].substring(0, 1) == ‘ ‘) output += “&#”+unescape(l[i].substring(1))+”;”;
    else output += unescape(l[i]);
    }
    document.getElementById(‘eeEncEmail_lMc7pSNa8h’).innerHTML = output;
    //]]>
    ) so that ISPs can contact you regarding bounce codes and other problems. This is another way to demonstrate that your company is not a spammer.

Source:  As reported in Multichannel Merchant Weekly – Week of September 15