Best List Practices

In order to maximize your deliverability and maintain compliance when sending mail through our system, it is critical that you familiarize yourself with international spam laws, our rules of use, and best list practices. Below are some tips to assist you in maintaining a good list:

As part of our Email Policy and Rules of Use, we strictly enforce permission-based sending, so it is required that all contacts on your lists have directly and affirmatively opted in to receive mail from your organization. This means any third-party (purchased, leased, email appended, etc) list cannot be used if the recipients did not directly opt in.

Sign-up Process
The first thing to look at when building and maintaining your list is how your subscribers get onto it in the first place. Whether you have your own subscription form or one that is built in our system, it's important that accurate email addresses are obtained. This can be accomplished by providing an email address confirmation field to prevent typos and/or a captcha to deter bot sign ups, or a confirmed (double) opt-in process.

Having an unsubscribe mechanism is not only the law, but is necessary in maintaining a good list, deterring spam complaints, and providing you with priceless information on how your organization is being perceived. We allow you to set up custom unsubscribe forms to capture reasons why recipients are unsubscribing which allows you to easily adjust your content and audience for better overall deliverability. If you send mail through multiple platforms, make sure all unsubscribes, opt-outs, or other suppression types are being carried over.

Preference Management
If you send out different types of messages (newsletters, webinars, marketing, etc), your subscribers should have the ability to opt-out of certain types of communications. This can help lessen the amount of unsubscribe requests and spam complaints which keeps your audience engaged and improves overall deliverability. We provide a preference management form that can be customized to your needs.

Bounce Management
We have an industry standard in place to suppress repeated bouncers, however waiting until they are suppressed is too late. It is important that you look at your sent report metrics to find potential list issues before causing further damage to your sender reputation; this may mean unsubscribing hard bouncers from your list.

Email Types
It is important to periodically look through your email list for invalid email addresses (ex:,, or other non-existent email addresses). Also, look for "role" addresses (like admin@, info@, etc) which are not tied to a specific individual and can cause deliverability issues. Also, see if you have any .mil or .gov addresses on your list which means they will most likely see just the text version of your mailings.

We strongly encourage sending only to recipients who are actively engaged in receiving mail from your organization. Many email providers and spam filters have adjusted (or may be in the process of adjusting) their approach on how they filter mail and look more closely at user engagement. If recipients are not actively and recently engaged by opening, clicking, replying, marking, the mailing, then this can drag down your list and harm your overall deliverability. 

Stale Lists
If there is a particular list or audience that you have not sent to in more than 3 months, then you may want to consider not sending at all or come up with a plan to send more often. Think about why you are not sending to this list, why the frequency is so low, etc. It could be that these were opt-ins wanting to receive specific types of messages (maybe a yearly conference) which are only sent a few times a year. Sending to contacts who have not received a mailing from you in the past 3 months can be very risky and may cause a lot of bounces and spam trap hits. If you are not sending often enough, you don't have an indication if someone has changed addresses or made any other changes that would prevent mail from your organization to be received.

Keep in mind...
Informz reserves the right to suspend/cancel an account if sending to subscribers without their affirmative consent.