- Immediate Sender Reputation Actions:
- Analyze bounce rates and remove hard bounces from all data extensions and lists
- Review and clean inactive subscribers (no opens/clicks in 6-12 months)
- Check for spam traps by analyzing patterns in your bounce logs
- Verify your authentication records (SPF, DKIM, DMARC) are properly configured
- Infrastructure Review:
- Audit all IP addresses and their current reputation scores
- Check IP warming status if you’ve recently added new IPs
- Verify dedicated vs shared IP usage
- Review domain delegation and DNS settings
- Campaign Management Strategy:
- Implement a staged rollout approach for high-volume sends
- Segment your audience based on engagement levels
- Consider sending to your most engaged subscribers first
- Space out large campaigns across multiple days/times
- List Hygiene Process:
- Implement real-time email validation at collection points
- Set up automated suppression lists for bounces
- Create a re-engagement campaign for inactive subscribers before removal
- Document your list cleaning procedures
- Content and Delivery Optimization:
- Review spam trigger words in existing templates
- Check image-to-text ratios
- Ensure consistent sending patterns
- Implement preference centers for better targeting
Phase 1 (Week 1) – Critical Fixes Without Campaign Disruption:
- Run bounce analysis after hours and create a global suppression list for hard bounces
- Update authentication records (SPF, DKIM, DMARC) during low-traffic periods
- Set up automated real-time bounce processing for all future sends
- Create engagement scoring data extension to run parallel to existing sends
Phase 2 (Weeks 2-3) – Gradual List Segmentation:
- While maintaining current campaigns:
- Create new data extensions for subscriber segmentation
- Build engagement segments (High, Medium, Low)
- Run daily automated queries to update engagement scores
- Keep sending to original lists while building these segments
- Campaign Modification Strategy:
- Start with a 90/10 split: 90% to original list, 10% to new segmented approach
- Gradually adjust the ratio over 2 weeks
- Monitor metrics daily to ensure no significant drops in delivery
Phase 3 (Weeks 4-5) – Content and Delivery Optimization:
- Template Updates:
- Create A/B versions of existing templates with improved image-to-text ratios
- Test new templates on small segments first
- Roll out successful versions to larger audiences
- Sending Pattern Adjustments:
- Identify optimal sending times based on engagement data
- Gradually shift sending windows by 30-minute increments
- Spread high-volume campaigns across multiple days
Phase 4 (Weeks 6-8) – List Hygiene Implementation:
- For Existing Subscribers:
- Start re-engagement campaigns for inactive subscribers
- Run in parallel with regular campaigns
- Remove non-responders after 30 days
- For New Subscribers:
- Implement double opt-in
- Add real-time email validation
- Create welcome journey with engagement tracking
Ongoing Monitoring and Maintenance:
- Daily:
- Monitor bounce rates
- Check spam complaints
- Review delivery rates
- Adjust send volumes if needed
- Weekly:
- Update engagement segments
- Review IP reputation metrics
- Adjust segmentation criteria based on performance
- Monthly:
- Clean inactive subscribers
- Update suppression lists
- Review and optimize automation rules
Risk Mitigation Strategies:
- Have backup plans ready:
- Prepare alternative IP addresses
- Keep backup sending schedules
- Maintain emergency content templates
- Set alerting thresholds for:
- Sudden bounce rate increases
- Delivery rate drops
- Spam complaint spikes
- Engagement rate changes
- Create recovery procedures for:
- IP warm-up if needed
- List rebuilding
- Content optimization
- Authentication issues