Your reputation as an email marketer is a fragile one. There are many factors that can suddenly cause the tide to suddenly turn against you and cause your reputation as a genuine bulk email marketer to change into a spammer. This is despite you using tools that are specifically used by email marketing professionals like email campaign software. This change is usually the result of some of your mails being marked as spam, not planning out your mailing frequencies, and not acquiring customers by legal means. There is also the possibility that you are using an ISP that is a blacklisted one for servicing spammers. Once you end up being tagged as a spammer, you have to act immediately and not run away from the problem or you will end up being blacklisted as a business at some point in time. Here are some things that you can do to change and maintain your reputation.

1. Whitelisting. Just as there are blacklists, there are whitelists that are maintained by ISPs. A whitelist has a curious definition: it is a paid membership to be allowed to send bulk email to the users of an ISP. This will protect you from spam complaints that you do get. Some ISPs will put you on the whitelist as a default but will take you off as soon as you get a spam complaint against you. Therefore, get on the list before you start mailing and get off it once you are listed by first showing the ISP that you had an opt-in from the prospective customer and by removing that customer from your mailing list.
2. Email feedback loops. After using your email campaign software to send bulk email, you should also get in touch with the ISP after a certain period of time to find out how many spam complaints have been registered against you. You must act on these complaints and remove these users from your mailing list. This helps to build your reputation with the ISP as a responsible business as well.
3. Keep a check on your bounce-back reports. When you send your bulk emails, there is sometimes the possibility that you might have a few dud addresses on your mailing list. Sometimes, this number can be exceedingly large and when you have too many bounce-backs you might end up being considered a spammer who is taking pot shots at guessing a correct email address. Therefore, ensure that you keep a track of the number of bounce-back reports you do end up with.

By investing in email campaign software itself, you differentiate yourself from a spammer; however, spam filters and some customers may not understand this difference and a marketing email can be considered a nuisance nevertheless. For this reason, it is important that you analyze your tracking statistics and ensure that you stay away from blacklists by promptly acting against spam complaints the very day that they are sent to you.