Reputation and list hygiene

DMNews reports on comments from Matt Blumberg on how to gain and maintain a good sender reputation. His point is that reputation is the key to deliverability, so -- inevitably -- focus your deliverability efforts on all the elements that contribute to that reputation.

Keeping a "clean" list is a priority in this context. For those new to the idea of list maintenance and hygiene, you can listen to a simple introduction from Bill Sweetman in his latest Marketing Martini Podcast.

Bill looks at what you need to do with your addresses before and after sending out an email.

One interesting point he makes is to filter any name fields against a list of inappropriate words. Some people (or their enemies) will submit an email address and enter an offensive first name just to be facetious (or malicious).

You don't want your carefully crafted email to start off "Dear Buttwipe!"

More on reputation and hygiene | Tags: email marketing, sender reputation, email deliverability, list hygiene

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