1. Email Delivered & Your Email List

2. Don't buy lists! It's generally a bad idea to buy lists. Purchasing an email list virtually guarantees high complaints and potential spam trap hits.

3. If you still decide to purchase lists despite this recommendation, think about… How the list was acquired (and confirm they even have the right to rent/sell the list) 1

4. If you still decide to purchase lists despite this recommendation, think about… Age and last use of the data - and a sample of the last message that was sent to them 2

5. How they monitor and maintain complainers 3 If you still decide to purchase lists despite this recommendation, think about…

6. If you still decide to purchase lists despite this recommendation, think about… How they handle bounces 4

7. If you still decide to purchase lists despite this recommendation, think about… How they manage the opt-in status of the subscribers 5

8. Always warm up new IPs When you're warming up IPs, send to small batches of your most recently engaged subscribers and, consistently increase over the next few days/weeks.

9. Process bounces Keep them below 2-3% of your total campaign.

10. Process bounces Monitor bounces and take immediate action on any issues regularly.

11. Focus on engagement Segment subscribers by both their own "stated" preferences as well as their actual behavior.

12. Focus on engagement

13. To sign up for the FREE Email Delivered Pulse newsletter, including more articles, tips, and recommended resources on email deliverability best practices, click here http://www.emaildelivered.com/email- deliverability/3-components-to-email- deliverability/. http://www.emaildelivered.com/email- deliverability/3-components-to-email- deliverability/ For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co­Founder and CEO of Email Delivered.