E-commerce Link: Don’t Tarnish Your Reputation!
• Test different formats. It's possible that recipients are reading your emails on a mobile device and they don't display well in this environment.
And, when all else fails, send consumers an email telling them they will be removed from your list unless they indicate they would like to remain. After all, although the cost of sending email is low, you are still paying to be in touch with everyone on your list. Let's say that you have 100,000 inactives on your list and you pay $0.005 to send emails and you send 10 emails per month, which results in a cost of $5,000 a month or $60,000 a year to send to inactives. They are dead weight and do nothing to drive traffic or sales. Moreover, your metrics will improve as will your deliverability.
Email reputation is a complex topic and I've only touched on some of the high points. But, for some additional help, check out the free online tool offered by Return Path's SenderScore.org. It requires registration and will give you a quick report card of your SenderScore reputation.