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Reaching the Inbox Using InsideView Target.

A Guide to Email Deliverability.

All too often, when a marketer introduces new email addresses into their email program, the bounce rate jumps or their service provider won’t deliver the emails. New, unusual sender activity looks suspicious to recipient email servers that are trying to protect users from spam and fraudulent emails. Your own service provider is also trying to protect you from damaging your email reputation, because recovering from being blacklisted is a slow painful process.

We want to make sure you’re set up for success. By following these steps, you can build trust, earn, and maintain a good email reputation that will keep you out of spam traps and open the door to inboxes.

Step 1A: Authenticate IP

Why? Receiving email servers block incoming IPs they do not trust. Authenticating your sending IP addresses, using standards such as SPF, DKIM, and DMARC, increases trust in your domain and improves the likelihood that recipients will receive your emails.

“How to” Resources

  • The Ultimate Guide to Deliverability by Return Path, Chapter 6
  • Get Started with DMARC Set-Up

Step 1B: Clean List

Why? Removing bogus email addresses, unknown users, spam traps, inactive subscribers, and complainers reduces bounces, keeps your reputation high, and improves deliverability. Your list may get smaller, but your inbox placement will improve.

“How to” Resources

  • The Ultimate Guide to Deliverability by Return Path, Chapter 5

Step 2A: Warm-up IP

Why? Spammers switch IP addresses frequently to avoid security traps, causing recipients’ servers to be wary of new IP addresses. If you’re breaking in a new IP address, you need to slowly ramp up your email sends to give recipient servers a chance to learn your email patterns and grow to trust you.

“How to” Resources

Step 2B: Check Sender Score

Why? Knowing your Sender Score is like knowing your credit rating. A low score will cause your emails to bounce and can even get you blacklisted. Once you know your score, you can take action to improve it if needed.

“How to” Resources

  • Visit Sender Score to get your score and find resources to help you understand and improve it.

Step 3: Check Domain Reputation

Why? If your domain has been blacklisted, your bounce rate will be high.

“How to” Resources

  • There are dozens of blacklists out there and you can do a free check across all of them at MXToolbox.

Step 4: Warm-up Cold Prospect Domains

Why? This has to do with sending emails to new “cold” email domains that you’ve never sent to before. If you suddenly go from 0 to 100 emails to an unknown domain, you’ll likely trigger spam filters or your email service will block you. You need to start small and build gradually to “earn” a good reputation.

“How to” Resources

  • As with warming up an IP address, we suggest you start by introducing just a few new addresses from a new domain into your list of known recipients. Gradually add more until you reach the volume you want to maintain.

Step 5: Comply with Regulations

Why? Following email regulations in the regions where you send emails will keep you out of spam filters, safeguard your sender reputation, and, in the case of the GDPR in Europe, protect you from the possibility of substantial fines.

“How to” Resources
These regulations provide guidelines for such things as unsubscribe options, opt-in requirements, subject lines, content, email frequency, and so forth. Learn more about: