1. Build Your Own Email List:

• Avoid renting, purchasing, or co-registering emails from third parties.

• Refrain from sharing or using shared lists with partners.

• Never engage in email harvesting or using robots to collect emails.
  

2. Provide a Double Opt-In:

• Use a double opt-in to ensure subscribers actively consent to receiving emails.

• Confirmation or welcome emails require subscribers to take action, confirming their interest.

3. Authenticate Your Email:

• Implement Sender Policy Framework (SPF) to confirm the sender’s identity.

• Employ DomainKeys Identified Mail (DKIM) to prevent tampering during transmission.

• Leverage Domain-Based Message Authentication, Reporting & Conformance (DMARC) for added security.

• Enhance recognition with Brand Indicators for Message Identification (BIMI) by attaching your business logo.

4. Clean Up Your Email List Regularly:

• Regularly remove unengaged users, bounced emails, and spam traps.

• Prioritize list quality over quantity for improved delivery rates.

5. Avoid Email Deny lists and Monitor Reputation:

• Implement confirmed opt-in or double opt-in for engaged recipients.

• Enforce a sunset policy to remove confirmed unengaged subscribers.

• Use real-time address validation to minimize errors.

6. Be Compliant with Internet Privacy Laws:

• Follow regulations such as CAN-SPAM, CASL, GDPR, and CCPA to ensure compliance

• Compliance doesn’t guarantee delivery but helps navigate ISP roadblocks.

7. Provide an Email Preference Center:

• Offer subscribers control over email frequency through a preference center.

• Make the preference center easily accessible to reduce friction.

8. Monitor Email Engagement Metrics:

• Track spam complaints, open rates, click-through rates, and delivery rates.

• Act quickly to address negative trends in metrics.

9. Send Relevant Content:

• Commit to sending relevant and interesting content to engage recipients.

• Consider the value of your email content from the recipient’s perspective.

10. Utilize Spam Checkers:

• Use online spam checkers to test and evaluate emails.

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