Everyone hates spam.
Some checks evaluate the content – or lack thereof – of an email for signs of spam, but the the sender’s reputation of the email’s source typically plays a greater role in the analysis from an Internet Service Provider’s perspective.
Reputation is a reason permission is so important:
- Use a double opt-in system: Only interested parties sign up to receive your email campaigns
- Keep the emails relevant: Be clear about what you will be sending when people sign up and stick to it.
Keep in mind that valid email addresses can:
- Be automatically suppressed: For example, if you try to add a role based account; it will not be uploaded to your list.
- Go bad: For example, if the recipient closes their email account; these, emails are “returned to sender” as permanently undeliverable and the address should be removed from the contact list.
Professional email marketing services and tools remove such undeliverable addresses automatically. They also take care of technical requirements that can affect sender reputation.
Getting emails delivered is obviously important, but so is knowing when to actually send them out.
Unfortunately, there is no universal recommendation. A good question to ask is when are your readers most likely to open and act on the email? Most marketers combine an understanding of their particular audience and email content with testing to find the answer that works best for their situation.