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Planning for Unsubscribed and Failed Messages

What is your plan for individuals who want to unsubscribe from your mailings in the future? Will you have an automated process? An email address to which people will send their requests? It may seem like a minor detail, but it is necessary to include as it is now required as part of anti-SPAM legislation in most countries. You should make it as easy as possible for a recipient to be removed from your list.

What about all those bounces that will come back to you? You can be sure that 2-20% of your messages WILL come back to you in the form of a failed message. A failed message will be either a hard bounce or a soft bounce. For more information on how to manage failed messages, see Managing Bounced Emails. How will you update your database? You should designate a specific process for evaluating and processing bounces. Determine what you will do with hard bounces, such as deleting the contacts from your database, or creating an activity to follow up with the recipient to confirm their contact information.


Published: 05 March 2008