Your Email Service Provider (ESP) is where you can manage your subscribers and mailing list. A well-managed subscriber base with high user engagement is an important part of maintaining healthy deliverability. Each ESP handles subscription management in their own way so this article will cover some best practices and point you towards the right documentation for your ESP.

Validate subscriber email addresses with double opt-in

Double opt-in is the process of requiring users to confirm their email address before adding them as a subscriber. This way recipients won’t be able to sign up with fake, misspelled, or stale email addresses. Double opt-in is an industry best practice that helps you build a base of subscribers with valid email addresses and avoid high bounce rates that can negatively impact your deliverability.

Prune your list of subscribers

Most of our compatible ESPs have a process to prevent sends to email addresses that have unsubscribed or bounced. Get in front of unsubscribes and bounces by removing inactive email addresses and you can improve your deliverability. If you are tracking opens and clicks, consider setting up a process to remove subscribers who haven’t opened or clicked your emails in a long time. This will help prevent bounces and ensure a higher quality list of engaged subscribers.

ESP documentation on managing subscribers

SparkPost

Optimizing deliverability and inbox placement with SparkPost

Mailjet

Managing your contact lists in Mailjet

Mandrill

About rejected emails and your rejection blacklist in Mandrill

Mailgun

Manage your mailing list with Mailgun

SendGrid

Subscriber list management in SendGrid

Postmark

Postmark focuses solely on transaction email and doesn’t have a defined process for managing your subscribers. You’ll need to manage a list of subscribers in your own database or with a different application.