Good practice
Consent and deliverability
The rules that keep you out of trouble and in the inbox.
Only confirmed contacts receive newsletters. Double opt-in when unsure. Every unsubscribe link works forever, even for archived campaigns. Your own message domain with SPF, DKIM and DMARC; warm-up on new channels; throttles per hour. Quality under 30 is never mailed. Complaints and hard bounces suppress at once. The consent ledger records import, opt-in, opt-out with evidence you can show.
Watch out
- Purchased lists are prospects: analysis, ads audiences, manual outreach. Never newsletter.
- Do not mail a migrated list on day one; send a short re-introduction first and watch bounces.
- One unsubscribe complaint per thousand is the line where providers start to throttle you.