Email Marketing

Risk factors involved with email marketing campaigns

How will you make sure that your email messages reach targeted inboxes? An email blast is a great way to generate quality leads but only when the execution is planned. If your email campaign doesn’t match with the ISP’s statutory requirements, you could be blacklisted.

Make a checklist of important factors that can improve the efficiency of your email marketing campaigns. Here are five key factors that can make sure that your messages are delivered in targeted inboxes and also that your brand isn’t blacklisted by ISPs.

  1. Check your blacklist status regularly

It isn’t that you’ll receive a notification regarding your brand being blacklisted by the ISP. On the contrary, you’ll have to monitor your online reputation with ISP. And today you don’t have to wait for notification by ISP as there are many tools that can reveal your email status with ISPs.

  1. Only email blast recipients who have opted in

Flashing unwanted messages that are simply deleted by the recipients is considered an act that can get you blacklisted. ISPs keep an eye on every mail to check its response and determine its status from the response. If your messages are getting deleted or reported spam, you’ll soon get blacklisted.

Allow the recipients to subscribe to your mailing list by double opt-in methods and also create preference centers where the subscribers can specify what messages they prefer and when do they prefer receiving mails.

Risk factors involved with email marketing campaigns

  1. Don’t send attachments in a blast

Attachments are suspicious. If you’re in the habit of sending attachments in your mails then you’re likely to come under the scanner of ISPs. They could blacklist your brand only for attaching files with your email marketing messages. You should send hyperlinks instead of attachments. Links have an advantage that is they are easy to visit than attachments that need to be downloaded.

  1. Remove inactive users from your email list

Inactive recipients will mark your email messages as spam and if there are more inactive users than active recipients in your mailing list then you’re likely to get blacklisted for sending spam mails. Monitor your mailing list to take note of inactive users and remove them from the mailing list to reduce risk.

Updated email list will not only improve performance of your email marketing and give good results but it will also build your sending reputation with ISPs.

  1. Use SPF, DKIM and DMARC to authenticate your email

It is a great idea to authenticate your email marketing messages by an authority so that the ISPs don’t find the mails suspicious and the messages are allowed to be delivered to targeted recipients. Marketers should understand value of authentication in email marketing campaigns.

Following are the authorities that are authorized to authenticate email marketing campaigns:

  • Sender Policy Framework (SPF): It verifies band identity
  • DomainKeys Identified Mail (DKIM): It verifies that the messages aren’t tampered with in transmission
  • Domain Based Authentication Reporting and Conformance (DMARC): It authenticates the emails that have approval of both SPF and DKIM

As a serious email marketer, you should behave responsively. Don’t allow your mails to land in wrong inboxes or the recipients to mark your messages as spam. Also write compelling email messages that interest recipients. Also maintain a checklist of to-do things before flashing your mails.


Email marketing is a great way to target customers as it gives quick results. Also it doesn’t need many efforts but you need to be careful regarding your sending status and email marketing list. Your objective is to reach out to your clients without getting blacklisted. In the enthusiasm to drive sales through email marketing, you risk losing brand value and business.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

Leave a Reply

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