Well, here we are, navigating another year of ever-evolving inbox rules. I thought I’d take a moment to refresh my classic "Do's and Don'ts" to help you start your 2026 marketing efforts on the right foot. A lot has changed since 2020—especially with how Google, Yahoo, and Microsoft verify senders—but the core mission remains the same: getting your message to the person who wants to see it!
DO: Get explicit/express permission
While implied permission is still allowed in Constant Contact, getting direct, explicit permission is the gold standard. In 2026, with global privacy laws getting stricter, having a clear "Yes, I want your emails" on file is your best defense against spam complaints.
DON’T: Purchase a list
This is still the #1 way to get your account reviewed. It violates our Permission Policy and, in today's environment, purchased lists are often riddled with "spam traps" that can blacklist your domain in minutes.
DO: Authenticate your own domain
This is no longer just a "pro tip"—it’s a requirement. If you are sending from a free address (like @yahoo.com or @gmail.com), your mail is at high risk of being rejected. To stay in the inbox, you should self-authenticate your own domain using DKIM and DMARC. This tells the big ISPs, "Yes, this really is me, and I’m a safe sender."
DON’T: Ignore your bounces
Bounce management is the heartbeat of list hygiene. Don't just look at the numbers; take action! Use our Recommended for Removal tool in your Reporting tab to quickly identify and unsubscribe contacts that are consistently failing. This protects your reputation from being dragged down by dead addresses.
DO: Use AI Assist for relevance
Keeping content relevant is easier than ever. If you're feeling stuck, use the AI Assistant to brainstorm subject lines or generate a first draft. It can help you find the right "tone"—whether you want to sound enthusiastic, professional, or persuasive—to ensure your readers stay engaged.
DON’T: Neglect your subject line
Your subject line is your "first handshake." Avoid the old-school spam triggers like "ALL CAPS" or "$$$$$," but also remember to A/B test your ideas. Let your audience tell you what works best!
DO: Segment your lists
Relevance and segmentation are two sides of the same coin. Use automated segments to group your contacts by their interests or how they’ve interacted with past emails. A targeted email is much less likely to be marked as spam than a "blast" to everyone.
DON’T: Rely only on images
While images make your emails pop, modern filters—and accessibility standards—require a healthy balance of text. Aim for an 80/20 text-to-image ratio and always include Alt Text for your images so that if they don't load, your message still gets through.
DO: Remember we’re here to help!
Whether you’re dealing with a sudden spike in bounces or just want a second pair of eyes on your authentication settings, the Constant Contact Help Center is your go-to resource.
