Using Your Cleaned Email Addresses in Third Party Email Delivery Services

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Many companies and Email Marketers are now using third party email delivery services to handle the delivery of their transactional and marketing emails. By using a professional third party email delivery service, a higher inbox placement or delivery rate can be achieved. These third party email delivery services have relationships with various ISPs/ESPs and also provide strict acceptable “Bounce Rate” threshold for those who use their service to avoid being labeled as a server that delivers spam.

Although, the benefits of using a third party email delivery service is obvious, extreme care must be taken in order not to exceed the acceptable or permitted “Bounce Rate” for any email campaign you send through their platforms. Bounce rate is simply the percentage of emails that is returned undelivered when you send out your campaign. Although most third party email services do not explicitly specify their bounce rate limit, as a rule of thumb, anything between 10-15% may be considered high.

Undeliverable emails, email "bouncebacks" or "bounces" are becoming more and more of a challenge for email marketers these days. Hence, all third party email delivery services has a specific allowed or permitted bounce rate for every email campaign you send using their services. If you exceed this rate, your account may be suspended or deactivated. In most cases, these third party email delivery services are required by ISPs/ESP and Spam Advisory Groups such as Spamhaus to enforce the bounce rate thresholds and suspend any account that exceeds these thresholds in order to prevent Spam.

In order to avoid your third party email delivery service account suspension or deactivation, it is important that you review and adopt the following best practices before importing your cleaned emails into your third party email delivery service as follows:

1. After validating your list, save the VALID emails marked by the verifier. Do NOT add the emails marked as Unknown to the valid emails. As a rule, never upload the unknown emails to your third party email delivery service.

2. After saving the VALID emails, download our “Role/One-way communication” emails suppression list from this link and use the List Suppression feature of our verifier to delete all matching role accounts and one-way communication emails from the valid email list that you have downloaded from the verifier. Role/one-way communications emails include such emails as service@domain.com, support@domain.com , donotreply@domain.com etc.

Note that it is very important to delete role accounts/one-way communication emails from your list before importing them into your third email delivery service because the presence of such emails in your list is normally regarded as an indication that your list may be purchased or scraped. Hence, if you upload such list containing such emails, the list will be flagged and your account may be suspended.

3. Some Email Addresses marked as Valid by the verifier may not be Valid in reality. This false positive is caused by a strict anti-spam technology employed by some ISPs notably Yahoo. With Yahoo in particular, deactivated/suspended/expired emails are marked as Valid by the verifier because Yahoo regards these emails as valid or “existent” even though such emails are not active and cannot receive emails. Hence when you attempt to send your campaigns to such emails, they will bounce because the emails are not active.

Thus, before using the valid emails downloaded from the verifier, it is strongly advisable to remove all Yahoo emails from the list. You can save the yahoo emails to a separate file and add them to the unknown emails and use the bounce handling feature of the verifier to process the bounces to such emails using a private bounce-to email address of your mail server. For details, please click here.

4. As we indicated above, never upload the emails marked as unknown by the verifier to your third party email delivery service provider platform. You must process all potential bounces to the unknown emails using a private mail server with the help of a bounce handler or a dedicated bounce handling service. Our verifier includes an automatic bounce handler. Using the bounce handler, you can then extract these emails and delete them from the unknown list before importing the list into your third party email delivery service.

Approximately 24-72 hrs, the bounce handler can be used to connect to the bounce-to email address which will enable it login to the email account, read all bounced emails and extract the emails and collect them in a text file. You can then download the file and subtract them from the unknown list you downloaded from the verifier.

In addition, if you have alternate contact information such as postal address or phone number for the subscribers whose emails has bounced, call or mail them a postcard to let they know their email bounced and you’d like to get an updated one. Also, it is recommended to offer your subscribers a way to update their email address and other account details somewhere on your website.

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