Email marketing is an integral part of the majority of digital marketing campaigns. No matter how much work you put into creating a perfect email, it will be useless if the message ends up in the spam folder.
What can help your email get to the target audience’s inbox? Marketing skills alone won’t do the trick. You need to have an excellent sender reputation.
What Is A Sender Reputation?
Your sender reputation is a score, which the Internet Service Provider assigns to the person or organization that sends messages over email. Your sender score is the key to getting high email deliverability. The higher your score is, the more chances you have for the service provider to deliver the emails to inboxes instead of spam folders.
Your sender reputation depends on the following factors:
- How many emails you send
- How many of the recipients mark your email as spam
- How often your emails get into the spam trap
- How many blacklists your IP address is on
- How many emails bounce due to being sent to invalid recipients
- What your recipients do with the emails (open, reply, forward, delete, click links)
- How many recipients unsubscribe from your messages
Each service provider may assign you a different score depending on their current criteria.
Important: If you share an IP address with someone, your sender reputation is also shared. If you can’t be sure your IP neighbor is working hard on his or her reputation, consider moving to another address. Even if you have two addresses within one organization, consider getting separate IP addresses for marketing and other purposes.
How Can You Improve Your Sender Reputation?
Improving your sender score is vital to the success of your email marketing campaign. Here are a few ways to do it.
- Keep the volume of sent emails consistent over a certain period of time. Too many emails sent today and none tomorrow can look suspicious.
- Make sure your recipients have an easy way to unsubscribe from your email list.
- Find out how to check if email is valid and remove all invalid addresses from your list. It will reduce the bounce rate.
- Up your sender score before starting your campaign. Send emails to existing customers or friends and family who will definitely open and read your emails.
- Find out if you’ve been blacklisted. Learn the reasons and try to do everything to be removed from the lists.
- Check your spam rate to find out if it needs improvement.
- Keep your email list clean. Always send a confirmation message when someone subscribes to your list. This way you can ensure the validity of the email and reduce the unsubscription rate.
- Add good content clickability to your emails. An interesting email is more likely to be read rather then sent to the spam folder.
- Get a new IP address. Sometimes you may be assigned an IP address, which has already been used by other marketers. In such case, you may be stuck improving someone else’s poor reputation. In the majority of cases, it’s easier to start from scratch.
When it comes to sender reputation, you should view it as professional reputation. If you are making an excellent effort providing high-quality results without making other people’s lives difficult, you’ll have a good reputation. If you create problems, people are likely to turn away.
If you do a proper job designing your email marketing campaign and make content interesting for your receivers, you are highly likely to enjoy a good sender reputation. Protect sender reputation as you would your own.