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    Deliverability

    Spam Trap

    An email address used by inbox providers and blocklists to identify careless senders.

    There are two main types: pristine traps (addresses that have never opted in, planted on the web to catch scrapers) and recycled traps (former real addresses that have been abandoned and reactivated as traps). Hitting either is a serious deliverability problem. Use a verification tool like Bouncer or ZeroBounce to scrub your list before sending to old or imported data.

    Related terms

    List Hygiene

    The ongoing practice of removing invalid, inactive, and risky addresses from your email list.

    Sender Reputation

    A score inbox providers assign to your sending domain and IP based on engagement, complaints, and bounces.

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