According to an article in ClickZ, ISPs are getting more aggressive about bounce rates. Spam is on the rise (again!!) and because of spammers constantly outsmarting filters, ISPs have decided to instead to focus less on email content, and more on sender reputation. This means if you aren’t consistently cleaning your bounces, you could see a spike in ISP blocks.

From the article:

In response, ISPs are doing what they’ve always done: tightening delivery requirements. The good news for e-mail marketers is the use of image spam and extreme variations in content mean that content filtering is less of a focus. The bad news is list hygiene and other chores related to best practices are becoming much more onerous. In particular, ISPs are increasingly aggressive about bounce rates. There’s a clear correlation between high bounce rates and spam, so it’s understandable ISPs utilize this as part of their defense.

Continue reading at ClickZ

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