It’s important to understand that your sender reputation will have an impact on the deliverability of the campaign. It's imperative that you have a good reputation, otherwise all your work can go bust.
Your sender reputation is measured by a score that is issued by an Internet service provider which is assigned to the IP address that is sending the email. The provider will determine whether the campaign is legitimate or not depending on the reputation.
Having a good sender reputation
The better your score, the higher the reputation. If you have a low sender reputation, you risk your email not getting delivered. When filtering through the emails, the Internet service provider (ISP) will automatically reject the senders with a low score and deliver the campaign in the recipient’s spam folder. Thus, it’s essential that you ensure an excellent reputation at all times and you work hard to protect it.
A good way to determine your score is by looking at the data over time. You should bear in mind that in the majority of cases, the open rates average around 20%, if your results are significantly lower, this is a strong indicator that your reputation isn’t high. Nonetheless, there are certain factors which determine the score, such as:
- How many times the campaigns have been flagged as spam
- If your business is marked on blacklists
- The number of campaigns you send out
- Number of emails that bounce
- How many unsubscribes there are on average
The formula is related to algorithms, this means that it’s difficult to bypass it. Nonetheless, there are certain things that you can do to manage it properly.
It’s essential that you get rid of invalid addresses as they can seriously damage your reputation. Without a doubt, there are a number of addresses that are no longer valid. As mentioned ISP will take a look at the bounce rate.
Thus, if you’re sending your campaign to someone that is no longer using that email, you will have a high bounce rate. Therefore, your sender reputation will automatically drop. The more emails you send, the lower your reputation will be.
Before you send an email, you must ensure that you check your email list in order to get rid of them. If you want to protect your reputation as much as you can, this is the first step to take.
Above all, you don’t want the spam filters to notice that your campaigns have low open rates. This will, in turn, affect deliverability for the other customers.
Tip: You also have to consider authenticating the sending domain. This will provide a boost over your competitors.
Follow Best Practices to get a better sender reputation
Engagement plays an important role when it comes to the IP address reputation. Luckily, there are numerous ways that you can ensure that others are taking a look at your campaign. Some of the things that you can do are:
- Offer something of value
- Personalized subject lines
- A limited number of campaigns sent
Even if you believe that you’ve produced the most engaging emails known to mankind, the main idea is that you don’t send them frequently or irregularly. ISP will lower your sending your reputation if you trade quantity over quality.
In addition to this, if your subject line looks, reads, and sounds like spam, it will be perceived as…spam. This means that your customers will straightaway flag your email as spam and you can also risk your future campaigns going in the same folder. Thus, your sender reputation will inevitably suffer. This is why you must understand that less is more.
It’s important that your lists are segmented into sections. The best option would be to have multiple smaller lists in order to ensure that everyone gets relevant information for their needs. It doesn’t matter if you’re offering something of value if it’s not what the customer wants. You will notice your sender reputation plummet if your customers are not given the right campaigns.
You can distribute them according to their age, demographics, and gender. If you’re thinking of doing experiential marketing, you should avoid sending emails to those that live far away from the event. The reason for this is because you will come across as spammy. Even though it’s good to experiment, it’s essential that you protect your sender reputation as much as you can.
Furthermore, segmenting your list will also have a positive influence on overall engagement. Your customers will be able to respond to your campaign if they receive relevant alerts. The more people open and interact with you, the better your reputation will be.
Reduce Unsubscribe Rates to a better sender reputation
If people are no longer interested in your emails, they will ruthlessly unsubscribe. This is why it’s essential that you avoid this as much as you can. In addition to this, you should avoid at all times to purchase email lists, this is the ultimate destroyer of sender reputations.
The reason for this is because you’re sending your campaign to people who haven’t subscribed to you in the first place when they receive your email, they will inevitably unsubscribe. ISP will notice this and your reputation score will drop instantly. This will affect you even with the customers that have signed up for your services.
A good idea would be to seek feedback from your followers. This way, you will find out what they like and dislike so you will have a clear idea of how to design your next campaign. As well as, this key email marketing strategy will help you to address customer concerns. This will show people that your business cares about their needs and not just their money.
The fastest way to ask for feedback is to create a survey. If you add giveaways or prizes, you will encourage more people to take part. The main idea behind this is that you monitor your performance as much as you can, preferably after each email sent. This way you can analyze whether your reputation is increasing or decreasing. If you follow the steps above, you will notice that your sender reputation will constantly remain high so you don’t have to worry about small details.