7 Techniques to Improve E-Mail List Integrity (445 words)
Conduct a review of your current e-mail list and bounce handling processes. Whether you use an internal e-mail delivery system or outsource to a third party, it's important to understand how the list is prepared for each mailing, and how e-mail bounces are handled. Bounce handling systems process and interpret e-mail "bounce" responses—the messages returned to your service when an e-mail is undeliverable.
These responses contain codes identifying the circumstances that contributed to the delivery failure. Understanding the capabilities of your e-mail delivery systems will help you access whether you are getting the results you require from your software or service provider.
Matt Blumberg is CEO of Return Path, Inc. He can be reached at firstname.lastname@example.org. Tim Dolan is vice president of marketing and can be reached at email@example.com.