OverviewIn the last year or so, email providers have been cracking down on what they consider bad behavior from email senders, which can result in an uptick in bounce rates and a decline in open and click rates.
One of the most common ways senders get marked as spam is by sending to inactive email addresses - in other words, people who don't care about your emails.
If they don’t care, they’re likely to opt-out, unsubscribe, mark you as spam or delete all your emails. All those actions will cause an email provider to block you or move you to the spam box which will then cause people who actually want to see your messages to not receive them.
ResolutionThe best course of action to avoid getting identified as spam is to remove the inactive folks (if they’ve never opened an email in a year, they’ve never interacted with your emails for the past year and probably never will again).
The best way to increase your open rates is to only send to people who meet the following criteria:
- Have opted-in to your list (list swaps will destroy your deliverability)
- Have opened an email in the last year (the contacts you email are active)