1. Collect real emails
It may seem obvious, but it really takes effort Exclusively collect real email addresses for your email list. Providing a fake email address to get a deal or avoid pop-up ads may not seem important, but as far as your email list is concerned, you can't send emails to prospective customers. This could seriously impede your ability to deliver.
Specifically, sending newsletters to fake email addresses clearly increases bounce rates. A high bounce rate will alert your email provider that the email may not be worth opening in the first place. This can also happen with old or no longer in use email addresses, so follow best practices for eliminating ghost contacts. But what are those best practices?
Improve the sign-up process
The best way to ensure that your email list is populated with real email addresses is to improve your sign-up process from top to bottom. First, make sure that your input field only accepts real email addresses, either by format or design. Then, in the copy surrounding your newsletter registration form, make them as reassuring as possible by explaining exactly what they're submitting and that it won't be shared with third parties. Finally, and most importantly, before you add a contact to your mailing list, be sure to send them a confirmation email to make sure the email goes to their actual inbox.
Never buy email lists
If you're thinking of buying subscribers to grow your email list, don't do it. These lists are often filled with old or fake emails, which almost exclusively increase bounce rates and make it even harder to get your email to the people who really need it. Email marketing expert Emily Cook says:it's a spam trap”
