Your company’s sender reputation plays a large part in maintaining a high delivery and open rate for your emails. Oftentimes, large volume emails are labeled as spam and limit the success of marketing efforts. There are two key factors to understand in reputation management: Unsubscribes and Bounces.
Having a list-unsubscribe header is an important factor to honor recipients who no longer want to receive messages. Although it may seem to go against any marketer’s first intuition, allowing customers to opt out supports a brand’s reputation and prevents emails from being marked as spam.
Maintaining bounce management and suppression lists can prevent your organization’s email reputation from deteriorating. Hard bounces from email sends must be recognized and discontinued to avoid any impact on the sender’s reputation.