"Hack away at the inessentials."

Authentication

Email authentication is the process in which a sender is validated through published DNS records, such as SPF, DKIM, and DMARC that they are who they claim to be. After an email is sent, the originating server sends the message with identifying information to the recipient’s mail server. This server queries DNS with that information and uses the records provided to validate authenticity. The recipient server may choose to block any messages that fail the authentication checks.

FBL

The main purpose for the feedback loop process is to be able to unsubscribe a member from your database. You want to avoid members submitting multiple complaints, which will hurt your deliverability. Aside from that, complaints also drive future emails to a member’s spam folder. As ISPs are moving more toward engagement, the amount of mail going into the spam folder can also hurt your reputation.

Spam Traps

Spam Traps are simply ways to identify and monitor spam. Creating them is as easy and there are infinite unique variations.  It is as easy as taking an entire domain that hasn’t been subscribed to any emails and sending an email to it. Since they haven’t subscribed to any mail, it will be considered spam. It is impossible to know them all.

Engagement

I consider engagement to be the most important factor when it comes to measuring email program success. If you're measuring engagement accurately, this key performance indicator (KPI) should be a composite of a variety of metrics that include everything from your standard open, click-through, conversion, and unsubscribe rates; to list hygiene metrics like unknown user rates; to new metrics like read rates; and deliverability metrics like inbox placement rates and complaint rates.

Engagement should be defined to represent long-term, ongoing, and consistent interaction with your campaigns by your subscribers. It's not a one-time spike based on a seasonal contest, coupon, or other incentive. Also, engagement metrics tied to email data can go beyond just the email channel. Engagement with email can actually be a good indication that your subscribers are loyal to your brand, eager to receive information from you, and are willing to engage with your brand in other digital channels.

List management

Email list management is critical to any successful email marketing program. Keep your email list clean from inactive emails, divide your list into segments and ultimately achieve optimized targeting.