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Best Practices

Recommended Usage Guidance

The guidelines presented below will ensure you are adhering to email best practices, enabling more emails to reach the inbox. As a result, you will mitigate any risk associated with emailing to potentially “bad” addresses and you will experience additional opens, higher click through rates, increased conversions, and more revenue while protecting your online reputation.

	Good to Send.
	Discretionary. We are able to conclude that these email addresses do not represent a threat to your online reputation, yet we are unable to conclusively verify that these addresses are deliverable. In order to provide to you additional detail and insight into the results obtained, we also include the following sub-classifications: Catch-All, Greylisted, Connection Timeout and Indeterminate. We advise sending this group initially on a separate network (domain/IP) to confirm bounce ratio is within acceptable norms before sending through your main sending network.
	Do Not Send. Optional, send ONLY if Recipient was organically acquired with user-based submission evidence OR has purchase activity within last 90 days (open/click activity excluded).

Testing and Evaluation

As such, we recommend the following testing methods when declining the recommended use of the Suppress or DNE export in lieu of a customized suppression based on one or more of the individual exports within the Details sub-folder. To ensure a successful evaluation, ensure proper A/B testing procedures are followed. As the name implies, two versions (A and B) are compared, which are identical except for one variation that might affect deliverability and e-reputation of each network’s resources (domain and IP used). Simply stated, in network A use the recommended DNE and for network B make use of the combination of individual suppressions to conduct the desired test.

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