Trust Me, I'm One of the Good Guys

"The key to email deliverability lies in earning the trust of Internet Service Providers, or ISPs," says Dan Forootan. "[To provide quality service, ISPs] ... devise standard protocols and policies regarding unsolicited bulk email." Here's how to show them you're one of the good guys:

Carefully cultivate your lists. Build your list responsibly with opt-in permissions, prune addresses that bounce, and respond immediately to unsubscribes. "Never use distribution lists that are … outdated, or purchased," says Forootan. Purchased lists may come with hidden problems, like "HoneyPot" addresses that get you blocked.

Maintain low complaint levels. If you annoy recipients, they're likely to report you to their ISP. "Several popular ISPs, including AOL, Yahoo, and Hotmail, make this extremely easy, with one-click spam reporting features," he says. If these companies receive too many complaints, it can severely hamper your deliverability rates.

Use email authentication. A Sender Policy Framework (SPF) will prove you are who you say you are, and prevent address forgery.

Establish a good reputation. A history of responsible email marketing is the only way to stay in the good graces of ISPs. Says Fotooran, "If you find specific ISPs are blocking your blast communications even though you've followed best practices, contact them right away to resolve the matter and apply for whitelist status."

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