5 - Target interested buyers Mass emailing prospects who don’t fit your TAM isn’t going to get you anywhere; it will only get you marked as spam. Best practice is to segment your audience and only target those who you feel could benefit or truly want what you’re selling. 6 - Avoid shared IPs If you can get a dedicated IP address, fantastic! It will avoid you experiencing the repercussions of other people’s mistakes. However, this isn’t a great option for anyone who sends less than 10k emails a day. If this is the case, make sure your email service provider is following all guidelines to maintain the reputation of the shared IP address pool. 7 - Refine your content Avoid anything that comes across as spammy in your email content. This includes words in all caps, multiple exclamation points, buzzwords like ‘free’, ‘win’, ‘cash’ etc. and long subject lines. 8 - Check feedback loops If your email doesn’t make it to an inbox, you can check why via the feedback loop that most email providers supply. This way, you can find out what the problem is and fix it before it ruins your email domain reputation. The ANYTHING BUT BASIC guide to email marketing / 34