The Email Delivery Guru

In a team meeting the other day, we started kicking around acronyms on various topics, relating to specific processes. One of the funniest I heard was put forth by deliverability consultant Ted Meade: D.E.A.T.H.: Don’t Email Ads To Hardbounces.

And, oddly enough, it makes a lot of sense! ISPs look at what percentage of your mail bounces. They use this as one of their many measures to determine whether or not to block or filter your mail. If you have high bounces, you’re likely to have delivery issues.

To avoid high bounces, make sure you’re not knowingly importing old or invalid addresses. Also, let our Bounce Mail Management (BMM) system do it’s job. It will automatically weed out invalid, bouncing addresses after a certain number of tries. It’s possible to override this as needed, but it’s best not to do that unless you’re sure you know what you’re doing.

We have a handout that guides clients on how to quickly suppress bouncing addresses, if you don’t want to wait until the Bounce Mail Management system declares them dead. Feel free to contact us here in the Deliverability Services team if you’d like more info.

And don't forget, avoid deliverability D.E.A.T.H.!