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Yesterday Keap sent an email to most Infusionsoft users with the subject line “Action Required: Update email addresses bounced by Yahoo”.
If you’re like most, you’re wondering what the heck this means and what you need to do to take care of it.
Why Is This Happening?
Email providers like Yahoo, AOL, Gmail, and others are taking a more active stance against unwanted emails.
Note that I said “unwanted emails”, not SPAM. Yes, they’re trying to block legitimate SPAM, but they’re also trying to help their users see only the emails they want to see. More and more they’re using machine learning to measure individual behavior and they’re placing emails in the inbox or the promotions folder or the spam folder based on what individual users do historically – whether they open emails regarding certain subjects, whether they open emails from certain senders, whether they click certain emails, whether they reply to certain emails, etc.
So, if a user signs up for a Yahoo account, they use it for a time, and then they stop using it or they close it, Yahoo considers that email account “inactive” and will start bouncing emails sent to it. At that point, if you or I send an email to that account, Yahoo knows that we’re sending bulk email because we’re sending to old email addresses that we haven’t verified in some time and our list isn’t “clean”.
In that situation, our sender reputation is going to be decreased. It’s important to note that all aspects of the sender reputation may be decreased. Notably, the server that is sending the email (Infusionsoft), the sender’s email address (your email address), and the sender’s domain (all email addresses on your domain). Therefore, sending email to these addresses hurts you directly and it hurts Infusionsoft.
That is why Keap is sending these emails to you. They’re trying to help you, and, they’re trying to protect their server reputation.
They’re also trying to make sure your emails get delivered in a timely manner. When the emails you send soft bounce, Infusionsoft servers will attempt to resend the email a few times because sometimes they’ll end up going through. If we all send a high volume of emails that bounce, the Infusionsoft servers get backed up trying to resend all those bounced emails. And that is what causes email delays.
What Should I Do About It?
The good news is that there are some simple things you can do to prevent this, and, Keap has provided a new feature to help you do it. The new feature is called Smart Lists. Here’s a blog post and video about Infusionsoft Smart Lists showing how you can use them.
There are many ways you can structure campaigns to manage email engagement in more sophisticated ways, but what I described above is a good start.
Let me know if you have any questions.
Here’s a video walking you through the process: