How to avoid being marked as spam christoph pass next lead generation (long version) This section explains how to avoid being marked as spam, what you can do about it and what you should pay attention to.

1. Spam Christoph Pass Next Lead
Generation (Long Version)

2. E-Mail Deliverability
• For maximizing the ROI (Return Of
Investment) of the sent mail campaigns it is
important to monitor the delivery and to
ensure the delivery to the inbox. Nowadays
the inbox placement is determined by filters,
external and internal blacklists, but also the
user engagement. In addition to the
reputation of the IPs and domains also the
interests and the behavior from each
subscriber are involved.

3. 1. User Engagement
• Mailbox providers calculate the reputation and
the delivery through the user engagement. The
frequency of emails being deleted unread; the
frequency of marketing emails being marked as
„Spam“ or „No Spam“ by the subscribers; the
frequency of being put on the list of trusted
senders or in the address book. Here the
targeting is very important and to segment the
email list and to reclaim subscribers again with
creative reactivation campaigns.

4. 2. IP-Segmentation
• In order to optimize the reputation (Sender
Score) dedicated IP addresses are used. The
risk factors, such as bounces, spam complaints
and user activity must be monitored
continuously, a segmentation of the e-mail list
by engagement level is recommended.

5. 3. Mobile Optimization
• Using responsive templates, landing pages
and paygates lead to better conversion.

6. 4. Personal Whitelist
• If the subscriber saves the sender address in
his personal addressbook, the spam filters are
deactivated and the mails are delivered direct
to the inbox.

7. 5. Registration Process (Double Opt-In)
• It is very important to define and fullfill clear
expectations for the registration process.
Transparency is crucial.

8. 6. Unsubscribing Process
• The unsubscribing process must alsways be
kept as simple as possible, because the
subscriber will always choose the easiest way
to unsubscribe. If you use a preference center
which gives the subscriber the possibility to
choose themes and frequency of the mailings,
you can prevent cancellations partly. The best
practices include a „Unsubscribe Entry“ in the
e-mail header and a corresponding link in the
body.

9. 7. Feedback Loop
• Email providers send back infos about spam
complaints and allow the delivery company to
react. By entering those feedback loops and
the automated processing complainants can
be removed permanently and consistently
(Email Blacklist).

10. 8. Preference Center
• By offering a Preference Center the receiver
can control the personal relevance oft he
mails. This not only increases the activity, but
in most cases also leads to a reduced risk of
complaints. In addition the data remains up to
date.

11. 9. Reputation Based Bounces
• If you don’t follow the specifications for
delivery and the filter criteria of the email
providers your delivery volume gets restricted.

12. 10. Technical Infrastucture
• Setting up SPF (Sender Policy Framework),
DKIM (Domain Keys Identified Mail) and
DMARC (Domain-Based Message
Authentication, Reporting And Conformance)
help that the email recipient can verify if the
server is authorized to send the email on this
domain.

13. 11. Engage With Customers
• We analyze whether we are working with an
appropriate delivery frequency for our target
group. By using „Triggered Mailings“ we build
up the communication more relevant. It is
important to adjust the sending behavior by
dynamic and high-quality content to the
expectations of the subscribers.

14. 12. Automatic Bounce Management
• Our email marketing solution has an
automatic bounce management. Bounces and
FBLs (Feedback Loops) are processed
automatically and the addresses are removed
from the database automatically.

15. 13. List Hygiene
• For list hygiene it is important to validate the
data before the import, to set up an
automated bounce management for existing
addresses and to sign up for feedback loops
from the providers to sort out invalid
addresses and spam complaints. Targeted
cleaning of long-term inactive people also
helps us to avoid spamtrap hits.