Why "Consent Campaign" could be your deliverability health check tool

The Consent Campaign

We just finished a consent campaign for a client, subscribing existing players for weekly email campaigns. The data in this screenshot tells a very specific story about list hygiene and ISP behavior.

Here are the top 3 takeaways from these results:

1. Yahoo and AOL Hard Bounces

We did email validation before the campaign. The problem is that Yahoo doesn't "tell the truth" to validation services; it only replies to real emails. Notice the hard bounce rates on Yahoo (3.4%) and AOL (5.2%). These are significantly higher than Gmail (0.146%).

2. Facebook Lead Quality

These addresses came from Facebook accounts. While FB leads are great for volume, we believe users often keep outdated email addresses that were used many years ago but have since been abandoned. This results in two things:

1. Lower open rates.

2. Gmail penalties: When too many emails land in abandoned addresses, Gmail punishes the sender by letting more emails land in the spam folder instead of the inbox.

3. The "iCloud" Mystery: 68% Open Rate

Look at that 68% open rate for iCloud. As an expert, I know this isn't "magic" creative—it’s Apple Mail Privacy Protection (MPP). If you are reporting these numbers to a client without explaining that Apple "opens" almost everything on their servers, you aren't giving them the full picture.

The Bottom Line

A consent campaign isn't just about GDPR or compliance; it’s also a filter. It cleans out the "dead wood" so your weekly campaigns hit the inbox, not the junk folder.

#EmailDeliverability #iGamingEmailMarketing #ListHygiene #EmailMarketingStrategy #ConsentCampaign