Email marketing is only successful when it reaches the suitable recipient’s inbox.


However, about 20% of opt-in emails don’t reach the inbox. Reputation and deliverability are so important for reaching the inbox. The main key success is keeping your email list clean. We all know it could be a long tough process but it will ensure you a good deliverability.


Let’s see how to do it


Think about Sender reputation

Sender reputation plays a big role in your Email Campaign Deliverability. When you get a bad reputation you increase your chance to lead your email marketing directly to the spam folder or just being blocked. The sender reputation can be increased with high IP and a good domain reputation. 

What can affect your reputation:

  • Spam reports rate by accepted emails
  • Unsubscription frequency 
  • IP address score 
  • Email Bounce rate 
  • Email volume sent from the IP
  • Email opened compared to those rejected
  • The rate of invalid email addresses and unknown users


Take out the duplicates

Duplicates emails addresses can create problems, indeed your subscribers may receive the same email several times. It could be a reason for your recipients to unsubscribes what is a loss of money and time.

Basically, you have 2 options to remove the duplicates. First, you can rely on your email service provider that will use the email address as an ‘’identifier’’ to remove them and in another otherwise if your service provider doesn’t allow you to do that for you, you can do as follow in Excel:


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Take out bad email addresses

The bad email addresses impact directly your sender reputation and increase drastically your bounce rates. Removing these unknown users and hard bounce is a good way to get a great deliverability.




Here is some advice to fight against bad email addresses:


You should never buy email addresses list. They are full of invalid emails

Send out double opt-in procedures: Getting subscribers to confirm their email addresses will ensure that bad email addresses won’t be on the first place list.

Request your subscribers to update their information: This is a good way to send an email to your subscribers asking them if they still want to receive emails from you. This is a good opportunity as well to get more information about them in order for segmentation goals later.


Split Actives and Inactives Subscribers

Subscribers who don’t engage with your emails can affect your reputation and your delivery if you keep sending consistently email to your email list. So split your active subscribers from your inactive subscribers is important to keep your sender reputation.


Determine active and inactive subscribers

An active subscriber shows engagement in your emails, by opening, clicking or even converting more or less every time you send out an email campaign.

On the contrary, an inactive subscriber never opens or clicks the emails that you send. You can define a time frame after they join your email list such as 1 year, 2 years etc.

For example, if you are an e-commerce website you can determine an inactive who has not engage with your emails in 30 days. if you are a retailer you can extend this time frame to 90 days then for others kind of website you can determine your time frame longer.

Nevertheless, that’s important to include email engagement and website engagement as well. Maybe their email engagement is none, however, they still purchase your product on the website then there wouldn’t have reasons to stop sending them emails.


Segment your list in active from inactive

Basically, after split actives from inactive, create 2 Email Segment Lists to adapt your email marketing strategy. Keep engaging with active subscribers and try to re-engage with inactive.


Re-engagement/Winback campaign

For inactive subscribers, you have to send them something different: Special offer, targeted emails, rewards etc.




You can try sending:

  • Special inducement that is basically what you don’t send in your normal campaigns to push them to take an action.
  • A special message asking information to improve your email content or what they’re expecting from you.
  • A direct activity request or unsubscription.




Take a look at this examples:


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Boost your deliverability

  • Let your subscribers choose the frequency and ask them the permission before sending email marketing. 
  • Allow your subscribers to unsubscribe easily. 
  • Embed a link in your email to be added to a know sender list. 
  • Segment your list to ensure relevance.
  • Don't send bulk emails.
  • Clear your email list of inactive recipients.
  • Send your campaigns based on the local time area. 
  • Follow the spamming tutorial from your email service provider.


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Mook is a Senior Support Specialist in Taximail. She provides technical assistance, service, and training to Junior Support Specialist. Solving clients problems in a timely and efficient manner is her strongest suit. She is fashion enthusiast and a frequent traveler.

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