Patterns that build reputation.
WHAT AFFECTS REPUTATION
Sudden changes in volume Long gaps followed by large sends Inconsistent frequency
WHY
Established senders send predictably.
Sudden bursts resemble compromised accounts.
FOR A NEW DOMAIN OR SERVICE
Start with small volumes and increase gradually.
That builds reputation rather than triggering suspicion.
FOR AN EXISTING LIST
Send consistently.
A monthly newsletter that arrives monthly is treated better than sporadic bursts.
WHAT TO AVOID
Sending to your entire list for the first time in a year Increasing volume dramatically without warming up
FOR SEASONAL BUSINESSES
Consider maintaining some contact through quiet periods.
WHAT TO MONITOR
Delivery rates as volume changes.
WHAT TO DO IF DELIVERY DROPS AFTER INCREASING VOLUME
Reduce, stabilise, and increase more gradually.
WHAT ELSE MATTERS
Engagement. Mail that is opened and replied to is treated favourably.
