Best practices for managing your audience

Your subscriber list is one of your business's most valuable assets. These are people who have shown interest in your product or service and expect to receive relevant content. Keeping this audience healthy and optimized is key to improving deliverability and increasing the effectiveness of your campaigns.

Here’s how to manage your audience by following email marketing best practices.

1. Never buy databases

It is strictly forbidden to buy databases or acquire them from third parties. In addition to being illegal in multiple regions (GDPR in Europe, CAN-SPAM in the US, CASL in Canada, LGPD in Brazil), it drastically reduces the effectiveness of your campaigns. Purchased lists result in:

• High bounce rates
• Poor deliverability
• Spam complaints
• Loss of reputation

Build your audience from scratch by offering value and relevant content.

2. Always obtain explicit consent

Each contact must give you clear and informed consent about what kind of emails they will receive and how often. Explicit consent is key to:

• Avoiding complaints or blocks
• Remaining compliant with regulations
• Improving open rates

3. Use a single audience and create specific groups

Managing a single general audience simplifies your database. Take advantage of groups to personalize your campaigns based on user interests or behavior. This significantly increases open and conversion rates.

4. Clean your audience regularly

Periodically remove contacts who haven't interacted with your campaigns for about 3 to 6 months. Also, review and correct misspelled or non-existent addresses.

Benefits of maintaining a clean list:

• Improved delivery rate
• Reduced bounce rate
• Protection of your domain and sending IP reputation
• Increased overall engagement

How to clean your audience?

• Use our feature to clean your audience.
• Consider sending a reactivation campaign to recover interested users.
• Permanently remove users who do not respond to reactivation.

5. Use double opt-in whenever possible

Double opt-in requires the user to explicitly confirm their subscription by clicking a link sent via email.

Benefits of double opt-in:

• Prevents fake signups
• Increases user commitment
• Improves overall audience quality
• Reduces complaints and spam reports

6. Caution with Lead Magnets

Offering free resources in exchange for subscriptions is very effective, but make sure these are relevant to your business. The ideal lead magnet attracts users genuinely interested in your products or services and who remain subscribed over the long term.

7. Prohibited practices to protect your reputation and ours

To ensure the best deliverability and reputation for all our clients, remember that the following are not allowed:

• Buying or acquiring lists from third parties
• Collecting emails from websites or social networks
• Sending campaigns to outdated lists
• Sending mass emails to inactive contacts over extended periods
• Using generic addresses (like info@, sales@) without explicit consent