A spam trap is an email address owned and operated by ISPs and blacklist providers with the sole intention of checking that email senders are following best practices. ISPs ‘police’ email senders who are trying to reach their customers by using ‘spam traps’. Let’s dig deeper into both those dangers. There are two big reasons for that: spam traps and the types of users that you are targeting. Wait, So A ‘Dirty” List Can Damage My Reputation? When we talk about a ‘clean’ email list, we’re referring to a list of valid email addresses, who have engaged with one of your emails within at least the last 6 months. Why spend money sending messages to addresses that can’t receive them, right? What Is A “Clean” Email List?
If you remove old or invalid email addresses from your marketing lists, you could significantly reduce the marketing spend on your email provider, since these costs tend to grow with the size of an email list. Removing old or inactive email addresses from your email lists has the added benefit of reducing your overhead while making the emails you DO send more effective. If your reputation has been damaged, emails will start being diverted into spam, resulting in lower engagement and lower conversion rates. While it’s true that an email address has been valued at £84.50 (that’s $100.32 USD), you can only see value from an email campaign if your customers are actually receiving the emails you send.
A good email reputation = good deliverability. And as every email marketer should know, reputation is king. Why Should I Care?Ī poor quality email list can have a direct impact on your sender reputation. While acquiring email addresses is vital, removing outdated or invalid email addresses from your list can be just as important to the long-term success of your engagement efforts. It’s also not one that companies traditionally pay much attention to- the difficult part of email marketing is getting user email addresses, right? Wrong. When setting up your email program, list hygiene is not the sexiest topic. A lot of brands struggle with email deliverability, which can be affected by a lot of different factors.
Ok, so you’ve got a great acquisition funnel, you’ve followed your IP warm up to the T and you’re using carefully defined subdomains to send out awesome emails- but your deliverability still isn’t what you’d expect it to be.
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