How to Build Your Do Not Email List

May 15 2017


Every marketer fears making their company come off as annoying. People knowing your name doesn’t do you much good if that name is only associated with an eye roll. This can be an especially delicate balance for email marketers. Unlike call centers, email marketers don’t have a specific Do Not Email list.

Though the Direct Marketing Association has created an Email Preference Service where users can opt out of solicited contact via email, few consumers know this list exists. For marketers that can mean risking being sent to spam for annoying a potential customer. If you know how a spam report can affect your sender score, the thought of risking receiving one can send you into a panic spiral. Building a Do Not Email list can help save your sender score and, in turn, your email campaign. But what emails should be on this list?

  1. Invalid Emails

    Invalid emails are either fake or mistyped. Because of this, it’s important that they stay at the top of your Do Not Email list. Sending emails out to this group won’t annoy users, because the emails don’t belong to people. But this could still hurt your sender score by dropping your deliverability rate.

  2. Bots

    These emails are similar to invalid emails in that they don’t actually belong to a person. The downside here is that the emails will in fact go through. Malicious bots set up false emails to trick you into giving them information. The bots then use this information to target your email subscribers. They gain access to their information and either sell it or spam them with viruses.

    This is an example of why having a Do Not Email list is so important. If you get trapped by one of these bot accounts, they can single handily ruin your sender score and even get you blacklisted. Recovering your domain from an attack of this kind can take lots of time and money. Avoiding them all together is the best option to protect your, and your clients, data.

  3. Abandoned Accounts

    Abandoned accounts may also be referred to as inactive accounts. Essentially, these accounts are still “live” but they haven’t been used for a long period of time. Your emails will still be delivered, but they will never be opened because the user has abandoned the account.

    This is an important type of email to have on your Do Not Email list for two reasons. A low open and click rate will hurt your sender score. When these email addresses are eventually expired, you sender score will only suffer more. Abandoned accounts can hit you with big marks for low open and click rates, then later demolish your sender score by dropping your deliverability rate. Avoiding them all together is the best mode of action.

  4. Complainers

    These are the customers that would be on the email version of a DNC list, if they knew it existed. Complainers don’t like to be bothered. And though there are ways to make them work for you, they should be handled with care.

    Complainers are users that regularly send emails to the spam folder. Whether it’s because they genuinely regard the email as spam or because they can’t figure out how to unsubscribe from the emails, these users can have a detrimental effect on your sender score. Putting them on your Do Not Email list or segmenting them into a different marketing pool that you handle more carefully is a great way to avoid any potential issues with them.

    Building out a Do Not Email list is a great way to protect your sender reputation and ensure the success of your email campaign. As important as curating this list is, it can be a strenuous process. Luckily there are better ways to build your list. With products like XVerify, tracking these types of emails is effortless. We do the grunt work for you, so all you have to worry about is removing dangerous emails and segmenting out others.


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