A new trend that is widespread among mailers is the active use of adaptive spam filters. It’s hard for commercial mailers to break through these sender-recipient barriers. Mailers have become smart and tie spam restrictions not so much to a specific address, but to the activity and engagement of the recipient. This regulation is quite different from the practice in the early 2000s, when the creation of new addresses and new addresses was actively used to bypass classic spam filters. It will take a more subtle play now.

You can regulate the sending of emails manually and at your own risk, user experience. There is another option – to use the tips of experts who tell you how to set up a warming email address. You can read these tips at https://reply.io/warm-up-email/, which describes typical problems for users starting their journey in email marketing. And we’ll point out important settings to bypass spam filters for responsible and relevant newsletters.

Recipient List Sanitization

It would seem simple – remove from the list of recipients those who are clearly not interested in the product or service. But it’s not all that easy to determine – you’ll need to track the reactions of a particular user to the offer letter. Let’s say it’s a job for 20-50 recipients. But what if it’s for 1000? There are special services, such as Reply.io, which will help organize a high-quality and automated e-mail service for the company. They, by the way, can track users’ reactions to the mailing list using professional tools and carry out mailing list sanitization according to the algorithm.

Subscriber expectations are sacred

You should not evaluate subscribers or potential subscribers as zeros and ones. You should respect the expectations of the person who subscribed to the mailing list. It’s very simple: send them exactly as much information and as often as you promised at the beginning of the relationship. For example, unscrupulous companies, in addition to current work messages between the client and the company, squeeze in a lot of other, third-party advertising or information. 

From a marketing point of view everything looks great:

  • the customer base is expanding;
  • the awareness of potential customers about the product or service increases. 

From the customer’s point of view, everything is very bad: 

  • obtrusive and unnecessary information noise will make the mailing list go away;
  • worst of all, the customer will stop buying the product or ordering a service, under the influence of negative emotions.

Intrusiveness and unscrupulousness play only to the disadvantage. Therefore, any expansion of the volume and content of the newsletter should be carefully coordinated with the recipient. For example, by getting a conscious yes/no response from him/her to such an action and increasing email data turnover.

Involvement is the most important criterion and trend in mailing information and advertising.