The Scary Truth: It’s Time for Your Quarterly Email Audit

Email Deliverability Simplified | The Blog

email audit

Just like with your health, the health of your email reputation depends on you to get a quarterly check-up…we mean, audit.  To keep your email list in tip-top shape, you should schedule the time to perform a quarterly audit.  Trust us, your email reputation will thank you!

Keeping your email reputation, or sender score, in good standings is critical.  If you have a low score, then you’ll be perceived as being spam or fraudulent and you could find yourself blacklisted.  If that happens, your email messages will either be stopped at the gates of the ISP (email service providers) or be immediately directed to the spam folder.  Either way, your emails won’t land in the inbox of your target audience. If your consumers aren’t getting your emails, then you’re missing out on sales opportunities.

Not sure what an audit is or how to go about it?  No worries…we will walk you through the entire process.

What and How of an Email Audit

conduct an email auditBefore we jump into the steps of an email audit, let’s explore what an email audit is and what the benefits of regular audits can be for your business.

In a nutshell, an email audit is a review of your email marketing performance numbers and email lists.  You’re looking for anomalies, high bounce rates, and high rates of undeliverability.

From an email list standpoint, you’ll want to find email addresses that have bounced or that have been reported as spam and remove them from your list.  If you have a high bounce rate or continue to send emails to users that have either reported you as spam or asked to unsubscribe, you could find yourself on an email blacklist.

From an email design perspective, you’re looking at subject lines, designs, and delivery days.  Your audit will show you what works and what doesn’t and how to adjust your future campaigns to improve performance.

You can even take it a step further and create targeted sublists that focus on user behavior or subscriber demographics.  This way you can create a customized email message and send emails to targeted groups instead of your entire email list.  This will cut down on the number of times you touch your target audience and lessen the chances of being marked as spam or having a user unsubscribe because they feel like they are getting too many emails from you.

Benefits of an Email List Audit

There are two main benefits that come with performing regular email audits:

  1. You’ll know you have the most accurate information and you won’t be wasting time sending emails to dead or closed accounts.
  2. Your sender reputation will stay strong and you’ll stay off any of the ISP blacklists.

conduct an email auditThe best rule of thumb though is to stay off the lists entirely.  Some of the ways to ensure that you stay off of blacklists include:

  • Send out emails to users who have engaged with you in the last 90 days.  This can vary from campaign to campaign, but keeping within this range will ensure you don’t get flagged.
  • Remove users who haven’t engaged with you in over a year.  If you don’t, you might end up in recycled spam traps and get flagged for unethical email practices.
  • Employ double opt-in methods to avoid emailing repeatedly to spam trap addresses because they will not be able to click the confirmation links.
  • We also advise that you always follow the best practices for email list acquisition.

Blacklist monitoring should be reviewed daily as it can occur at any time and interrupt your email campaign deliveries.  The MailMonitor Blacklist Monitoring product will send you notifications when your IPs or domains are listed.   This way you can get an immediate jump on resolution and delisting.

Want to see how the MailMonitor suite of tools can help your blacklist monitoring and email sender reputation?  Contact us and request a demo!

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