Setup checklist#
- ☐ Verify new signups in real time with an API and use double opt-in for marketing lists.
- ☐ Suppress hard bounces immediately and soft bounces after 3 consecutive failures.
- ☐ Run a re-engagement campaign at 90 days of inactivity and sunset at 180.
- ☐ Remove role accounts (info@, sales@) and disposable domains from marketing lists.
- ☐ Audit the list quarterly with a bulk verification service.
Audit checklist#
- ☐ Confirm you are not: importing old exports without verification.
- ☐ Confirm you are not: keeping unengaged contacts because the list size looks good in reports.
Ongoing monitoring#
- ☐ Weekly: review provider dashboards (Postmaster Tools, SNDS) and bounce logs
- ☐ Monthly: re-run the setup verification after any vendor or DNS change
- ☐ Quarterly: full audit against this checklist
Frequently asked questions#
What is a spam trap?
An address that never opted in, maintained by providers and blocklists to catch senders with poor acquisition practices. Hitting one can blocklist your IP or domain.
What bounce rate is acceptable?
Under 2% hard bounces. Above 5% typically triggers ESP account reviews.