Anyone focused on email marketing sets out to build a good healthy subscribers list.

The problem is that collecting emails through a variety of sources can lead to a mixed bag of quality.

In the good old days of email marketing (say, 2 years ago), email providers focused largely on the quality of emails (sender information, headers, content etc.) that are sent to their users.

That meant, if you sent a bushel (pun intended) or two of emails for a marketing campaign, you could expect major email providers (Gmail, Outlook, Yahoo, iCloud), email server hosts, and ISPs to screen your emails and send back notices for any bad apples (another pun!) you sent from your list.

Then, if you’re like most marketers, a couple hours later you go into your inbox to delete the unopened bounce-back and failed delivery notices. You know that these notices typically only represent 1-3% of email lists, so you don’t bother taking the time to prune (pun 3) them from your lists, knowing they will just cause a harmless bunch of future bounce-back notices, No harm, no foul.

Every Email is a Reflection of Your Email marketing as a whole

Alas, email providers, still being swamped with billions of invalid and spam emails every day, have developed much more advanced algorithms. Not only do they assess your emails, but they also assess YOU, the sender of emails.

Email providers now scrutinize the sender’s authentication and, most importantly, they rank, on a monthly rotation, each sender (aka their IP address) by its reputation. More on sender identification & authentication here.

How each provider precisely assesses your reputation is secret, but all providers now heavily weigh the deliverability of your emails as an indicator of whether you are sending spam or not. More on sender reputation here.

A few bad apples hurting your deliverability

  • Non-existent Email (Addresses that do not exist, user has left company, or the address entered in your opt-in process was misspelled either intentionally (as a false email) or accidentally (typo))
  • Blocks by Recipient: Email addresses blocked by recipients
  • Unreachable Server: Recipient’s email server is temporarily unavailable, overloaded or couldn’t be found
  • Recipient Mailbox: Recipient Mailbox is either full or set to Vacation/Auto-Reply

Regular Email Pruning is Now Required

To regain or maintain a good sender reputation, you need be proactive about your email deliverability. Here’s how:

Sender Registration: Emails without proper identification have a higher chance of being rejected, so, register properly with all of the major email providers. Take about 30 minutes and make sure you have made these registrations. You only need to do this once. 

Emailable, for Regular, Automated Email Verification: Emailable is an automated email verification platform that can verify your email lists to ensure that you only send emails to real people.

Verify part of your email list for free at