Act! Growth Suite is proving to be an excellent value for our customers, and many are taking advantages of the discounts being offered for the rest of June (see HERE for promo details). However, regardless of the excellent savings to be had, customers should NOT assume that Act! Marketing Automation is an unfettered license to hunt.
Like with any emarketing service, using an unscrubbed and unverified distribution list can lead to disastrous results, not the least of which are damaged domain reputation, blacklisting, decreased deliverbility, and possible service disruption. In fact, few customers are aware that a bounce rate of 5% or more in the early goings will typically trigger an intervention from the Email Service Provider (ESP) to encourage corrective action. If no changes are made, and the subscriber persists with the same list and bounce rate, the ESP could throttle, suspend, or cancel the user's account outright without remedy.
We experienced this ourselves a couple of years ago with both MailChimp and SendGrid, with one of them reducing our delivery rate to one email per hour until we had to cancel the service.
So what can you do to grow your business through marketing automation, while staying in the good graces of the email gods? Thankfully a lot, and the following represent some important best practices to prepare your distribution list for emarketing: