Make sure all of the following statements are true:
1. You have not purchased, rented, or leased this list from a third party.
Importing purchased or third party lists where contacts have not explicitly opted into hearing from you can lead to poor email deliverability. Purchased lists are typically filled with people who don’t know who you are yet. When your email hits their inbox, they’re much more likely to mark your email as spam.
2. You have an unsubscribe or suppression list to go along with it.
Email lists should always come in twos. The second list is your suppression list. This list should include emails that bounced, opted out, or even reported you as spam. If you’re not uploading a suppression list at the same time you’re uploading a contact list, you may not be sending to your engaged contacts effectively.
3. You have a prior relationship with the contacts on this list.
If someone doesn’t know who you are yet, email is not the best place to introduce yourself. Creating great content that organically draw leads to you will lead to visitors wanting to share their email address with you to sign up for your email campaigns. Building this trust prior to sending your contacts emails can also lead to better engagement.
4. You have emailed these contacts within the past year.
Email addresses that are over a year old bounce at a significantly higher rate than more recently acquired email addresses. Addresses change. People change companies, ISPs, and last names. Emails that are sent to stale addresses are much more likely to be hard bounced or marked as spam. To re-engage some of your contacts so you can continue building a relationship with them, check out this project.