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.