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… for months and then – poof – the emails bounce. Or worse, they’re routed to some other employee who reports it as SPAM. We can literally go weeks without any reports of SPAM and very minor unsubscribe rates… and then inexplicably see the percentage of emails that make the inbox jump up or down. Same subject lines, same delivery time, same IP servers…
A few years ago, I did some work for a comparison shopping/coupon website. Curious about how well the site was doing in regard to their SEO, I did a few search queries for some of the terms I remembered being big traffic drivers. I didn't see my former client on page one for the first few queries, so I kept going.