Recover from reputation damage
Stop harmful traffic, remediate lists, and rebuild volume after IP or domain damage.
Objective
Recover damaged reputation
Restore deliverability after complaint spikes, trap hits, or blocklist/filter damage.
Starting state
Evidence of reputation damage (filters, blocks, or metric spikes)
Prerequisites
- Monitoring data
- Ability to pause or throttle campaigns
Estimated time
2–4 hours
Difficulty
advanced
Required access
- ESP admin
- CRM/list tools
Inputs
- Incident timeline
- Complaint/bounce samples
- Acquisition sources
Step-by-step instructions
- ContainPause suspect streams and suppress complainers and hard bounces immediately.
- RemediateRemove trap-prone and unengaged cohorts; fix consent and authentication gaps.
- RebuildResume with engaged cohorts and a restrained volume ramp while watching metrics.
Verification
- Complaint and bounce rates stabilize below alert thresholds
Common mistakes
- Metrics rebound on resume
- Is dedicated IP isolation required before rebuild?
Rollback / recovery
- Return to pause and widen suppression
Expected outcome
Controlled recovery without repeating the failure mode.
When to escalate
- Continued hard blocks after containment