How is reputation recovery different from reputation maintenance?

• Reputation maintenance: Ongoing practices that keep reputation healthy.
• Consistent authentication
• Regular list hygiene
• Engagement monitoring
• Proactive blocklist checks
• Reputation recovery: Remediation after damage has occurred.
• Diagnosing what went wrong
• Implementing fixes for root causes
• Rebuilding trust through careful sending
• Gradual restoration of normal operations

Key differences:

• Maintenance is proactive; recovery is reactive.
• Maintenance is ongoing; recovery is time-limited but intensive.
• Maintenance preserves trust; recovery rebuilds lost trust.
• Recovery is always harder than maintenance would have been.

Maintaining a ship is routine. Repairing one after it runs aground is emergency work.