Nothing is forever, especially not your lists. They’re unstable collections of entries which become updated and outdated all the time. As time goes by you can loose even 30% of them* due to normal attrition. This can significantly impact your delivery and reputation. However, you don’t have to sit and watch as your stats slowly go down. There are many standard procedures that can be applied on a daily basis to minimize the effects of list fatigue and help maintain its high quality.
Deliverability has become the major concern of all the email marketers. It’s clear and simple – no matter how innovative your email content, if it doesn’t find its way to the subscriber’s inbox – it’s good for nothing. Due to constant innovations being implemented by the major ISPs to control the mail stream, it’s becoming more important than ever. There are many reasons for problems with deliverability but they all can be classified in the following categories: email authentication, sender’s reputation and recipient engagement.
