Jennifer Cannon wrote and article for Marketing Land titled Testing your email marketing to improve your deliverability.
« Engagement is a must. Getting your emails delivered to the inbox is just as important as what your recipients do with those emails. We need to send content that our subscribers want to receive in order to maintain positive standings with internet service providers (ISPs).”ISPs know when users are opening, deleting, reading, removing it from spam. They keep a track record,” explained [Tony Patti, vice president of deliverability and privacy compliance at eDataSource]. »
« Don’t neglect your email hygiene… Creating processes for removing the subscribers who don’t open and click your emails after a predetermined period of time will help maintain the quality of your lists — and your brand’s sender reputation. »