List hygiene: Keeping your audience fresh
A clean email list is fundamental to good deliverability. It's not just about who you're sending to, but how engaged they are.
Why it matters in 2025
AI-powered spam filters are increasingly looking at engagement metrics to determine email placement. A clean, engaged list signals to ISPs that your emails are wanted and valuable.
Best practices
Regularly remove inactive subscribers and bounced emails
Use double opt-in for new subscribers to ensure list quality
Segment your list based on engagement levels and preferences
Implement a sunset policy for long-term inactive subscribers
Case study: An e-commerce company implemented rigorous list hygiene practices and saw their deliverability rate increase from 82% to 96% within three months.
Bird's list management tools can automate much of this process, using AI to predict engagement levels and optimize your list hygiene efforts.
Discover more about the role of list hygiene in deliverability.
Email authentication: The foundation of trust
Email authentication is your first line of defense against phishing and spoofing, crucial for maintaining sender reputation and ensuring deliverability.
Why it matters in 2025
As cyber threats become more sophisticated, ISPs and email clients place greater emphasis on authentication. Properly authenticated emails are more likely to reach the inbox and less likely to be flagged as suspicious.
Best practices
Implement SPF, DKIM, and DMARC protocols
Regularly audit and update your authentication records
Use BIMI (Brand Indicators for Message Identification) to display your logo in supported inboxes
For example, when Gmail implemented BIMI in 2021, brands like CNN saw a 90% increase in brand recall and a 10% increase in purchase likelihood among their subscribers.
Bird's email deliverability analytics can help you monitor your authentication status and identify any issues quickly.
Learn more about email authentication in our comprehensive guide.
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