Many legitimate senders face an increasing challenge of being designated as spam, even from their opt-in subscribers. People are being inundated with email and may inadvertently designate your emails as spam because they forgot that they have previously opted-in to receive your communications. In other cases, recipients may find it difficult to locate your unsubscribe link and simply find it easier to click the spam designation to remove you from their inbox.
For legitimate senders, it is important that you understand that subscriber behavior can be unpredictable and irrational at times. What was a conscious opt-in action one day can randomly turn into an unconscious spam action the next. The consequence of these actions is that it damages your IP reputation with the ISPs and if repeated, can lead to more drastic results that include delays, blocks and blacklisting.
Here are three best practices for senders to consider:
A good habit to follow before sending your bulk email is to look up the IP reputation of your SMTP service.
