Best Practices

Email deliverability and platform integrity are a shared responsibility between Thyrv and all users of the platform. By following industry-standard email marketing practices and complying with the Thyrv Acceptable Use Policy (AUP), you help protect your deliverability, your domain reputation, and the overall health of the Thyrv email network.

For additional resources, please review the Email Deliverability & Compliance documentation.

Policy Violations

Thyrv proactively monitors account activity to protect the platform, our senders, and the mailbox providers we deliver to.
Any application found to be in violation of the AUP or that consistently engages in behavior harmful to deliverability may face:

• Disabled email sending functionality
• Restrictions on account features
• Temporary or permanent suspension of services
• Termination of the account (for severe or repeated violations)

Customer Obligations

To maintain compliance and ensure high deliverability, you must:

Permission & List Requirements

• Have explicit, documented permission before sending marketing email
• Never use:
  • Purchased, rented, scraped, borrowed, or third-party lists
  • Lists obtained via joint-venture, affiliate programs, or list-swaps
• Do not share, sell, or transfer email lists between Thyrv applications or external services

Sending & Engagement Requirements

• Only send to active, engaged subscribers
• Perform regular list hygiene, including removing invalid, unengaged, or bouncing addresses
• Maintain complaint rates below 0.1% at each inbox provider
• Follow recognized email-marketing best practices
• Use only Thyrv’s approved tools for email sending—do not export email content created in Thyrv to send through another system

Compliance Requirements

• Include Thyrv-provided opt-out link in all marketing emails
• Include a valid physical mailing address
• Use relevant, accurate subject lines
• Process opt-outs immediately
• Do not hide, mask, or obfuscate the opt-out link (e.g., no excessive spacing or misleading placements)

Prohibited Industries & Content

Certain industries and types of content pose unacceptable risk to deliverability, security, and compliance. These categories are strictly prohibited on the Thyrv platform:

Illegal, Harmful, or High-Risk Content

• Any content exploiting minors
• Instructions for creating weapons, explosives, or harmful devices
• Malware, phishing, viruses, or harmful software
• Illegal drugs, contraband goods, or unlawful products/services

Regulated or High-Abuse Industries

• Online or direct pharmaceutical sales
• Gambling, casino games, or sports betting
• Debt collection, credit repair, or debt-relief services
• Payday loans or similar high-risk lending
• Securities trading, stock tips, or investment schemes
• Forex trading or high-risk financial markets

Deceptive, Misleading, or High-Spam-Rate Models

• “Get rich quick,” passive-income schemes, or work-from-home offers
• Multi-level marketing (MLM), network marketing, or pyramid schemes
• Affiliate marketing programs (email-based solicitation)
• Lead-generation schemes or list-building gimmicks

Adult & Explicit Content

• Pornography or explicit adult content
• Escort services or sexual services
• Sexual enhancement, sexual wellness, or adult products

Other Restricted Activities

• Selling social media followers, likes, or engagement
• List brokers or distributors of email addresses
• Any activity that misrepresents identity, sender origin, or consent