EP163 – Stay Out of the Spam Box with List Management

Email list management is key to ensure your email campaign is delivered. Many people focus on open rates without realizing their deliverability is sub-optimal. Working hard on email campaigns only to end up in spam is a bummer. But how old is your lair? Email lists go stale like old bread.
Amy Hall joins Jason and Bridget to discuss how to stay out of spam! It’s pretty technical but we believe in you. (Even Bridget did her homework — which took about an hour.)

“When you buy an email list you are wasting your money.” Amy Hall

Show Sponsors


Thank you for being a preroll sponsor, ServerPress! ServerPress is the maker of DesktopServer, WPSiteSync, and so much more! Check them out at serverpress.com.

Are you looking for brand awareness?

You could be a show sponsor. Especially now, let people know you’re still in business and supporting your products. Supporting podcasts is a great way to repurpose your in-person conference budget. 

Authenticate Your Domain Name

The first tip has has “nothing to do with the email that you’re building, it has to do with your own email address,” Amy says. If you’d like to stay out of the junk or spam folders, then be sure to authenticate your domain name with your email marketing provider.

“Don’t send [your email campaign] from Gmail!” Amy Hall
“Oops!” Bridget Willard

Email From Your Domain Name

Maybe you were like Bridget and were sending email campaigns from Gmail. It’s okay. You can fix that. (She did right after this episode). This is really important for email deliverability (staying out of the spam folder.)

Let the receiver’s inbox know that your email is a real and valid address and not being spoofed. This is why you use DMARC markers on your DNS server. Mailchimp is a great resource for soft and hard bounces. Mailchimp has great instructions for DKIM and SPF.

Most email campaign providers like ConvertKit, Active Campaign, and Constant Contact have these services or help articles.

Then, ensure you send emails consistently. Whatever you promise in your welcome message (every week, twice a year), do that.

Clean Your List Regularly

This is where automation can be your best friend. If an email subscriber hasn’t opened an email in 6-9 months, send them a re-engagement campaign asking them to take an action. Then send them to a “thanks for sticking around” type of landing page.

You can clean your list through a service separate from your campaign provider. Amy recommends downloading the CSV, cleaning the list, then uploading the CSV. It’s better not to have that ding in your account.

“And the thing about it is, is it doesn’t, they count, doesn’t get pinged that you have bad email addresses in it, so you don’t have to ding against you because it’s not really a ding, but it isn’t ding, they’re going to be watching you because you have that email addresses.” Amy Hall

Don’t Be That Person

It’s easy to add people to your lists. Bridget does it. We all do it. If you do, have an automated welcome email with the reason why that person was added and the ability to unsubscribe.

“It is against the law to send an email without an unsubscribe option,” Amy reminds us. If you see these, report them as spam in your email reader (email client).

Tool or Tip of the Week

This Tool or Tip of the week is brought to you by Cloudways. Is your website slow? Or are you looking for a reliable host for your WordPress projects?

Whether it’s an existing website or a project on your drawing board, Cloudways offers a hosting environment with all the features you need to succeed online.

Cloudways is optimized for speed and delivers outstanding performance and security, all supported by 24/7/365 support by expert cloud engineers.

It is an ideal platform for WordPress projects because of the choice of FIVE cloud providers including AWS, Google Cloud, Linode, DigitalOcean, and Linode. The best part – your managed server and WordPress websites are ready in a few minutes.

Once the app is up and running, you can add more power to your business operations, thanks to exciting features such as free SSL certificates, CloudwaysCDN, automated and on-demand app/server backups, and custom-built Teams features to onboard distributed team members.

Cloudways extends your in-house team and takes care of all server management issues, and lets you focus on building amazing websites for your online businesses.

If you like what you have heard, start with a 3-day free trial of Cloudways now!

Amy recommends Kickbox to clean your emails.

Jason recommends Timerly for Toggl.

Bridget recommends wordhtml.com for cleaning HTML.

Weekly Watercooler Discussions about WordPress and it’s community.

6 responses to “EP163 – Stay Out of the Spam Box with List Management”










Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.