In the past year, the process of managing an email list has become so complex that many companies are wondering whether it’s worth the hassle.

You can conquer deliverability problems, “How to Fix Your Email Deliverability - 4 Easy Strategies to Lift Deliverability 20.4% & Sales 143%” says.

The article offers excellent advice, including their hard line with bounced mail:

Their new rule: one bounce and you’re out. “To some [marketers], that would be a bummer,” Frady says. “But to us it was a matter of, ‘Why damage your reputation.’ ”

An email list is still a great way to communicate with your customers, but you need to be proactive in managing your list.

Watch the copy you use. Word like “free” and “special offer” need to be modified. Every message you send is filtered at many email gateways, so spammy words ensure that your messages are treated like spam.

Tip: rather than send out complete text or HTML messages, send out links to your Web site. It’s not a perfect solution, but it may mean that more of your messages get through.

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