Deliverability pitfalls and spam traps

This article covers common email deliverability pitfalls, spam traps, and how to avoid them.

Your email deliverability can be affected by any of the following spam traps:

Trap Type	Description
Pristine Traps	Email addresses and domains that have never been used.
Recycled Traps	Email addresses that were originally real users, but are now dormant.
Typo Traps	Email addresses containing common typos.
Spam Complaints	When your email is marked as spam by a customer.
High Bounce Rate	When your email consistently fails to deliver because the recipient’s address is invalid.

How to avoid spam traps

These traps can be avoided if you set up a confirmed opt-in process. By sending an initial opt-in email and asking customers to verify that they want your messages, you’re ensuring your recipients want to hear from you, and that you’re sending to real, valid addresses. Here are additional ways to avoid spam traps:

1. Send a double opt-in email. This is an email that will require users to confirm their subscription choices by clicking a link.
2. As a best practice, implement a sunset policy.
3. Never purchase email lists.

Remove an email address from your bounce or spam list

You can remove bounced emails and emails on your Braze spam list with the following endpoints:

• /email/bounce/remove
• /email/spam/remove

Improve email deliverability

For best practices to improve your email deliverability, see Improve email deliverability.