It is essential to understand that your sender reputation will have an impact on the deliverability of the campaign. You must have a good reputation; otherwise, all your hard work will go unnoticed.
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 that have a low score and send the campaign to the recipient’s spam folder. Thus, you must ensure an excellent reputation at all times and you work hard to protect it.
An excellent 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 is not high. Nonetheless, there are certain factors which determine the score, such as:
- How many times your 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 is difficult to bypass it. Nonetheless, there are certain things that you can do to manage it properly.
You must get rid of invalid addresses as they can seriously damage your reputation. Without a doubt, several addresses are no longer valid. As mentioned above, ISP will take a look at your bounce rate.
Thus, if you are sending your campaign to someone that is no longer using that email address, you will have a high bounce rate. Therefore, your sender reputation will automatically drop.
Before you send an email, you must ensure that you check your mailing list in order to get rid of invalid emails. If you want to protect your reputation as much as you can, this is the first step to take.
Above all, you do not want 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 an advantage 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 recipients are taking a look at your campaign. Some of the things that you can do are:
- Offer something of value
- Integrate personalized subject lines
- Send a limited number of campaigns
Even if you believe that you have produced the most engaging emails, try not to send emails too frequently and likewise, too infrequently. ISP will lower your sender reputation if you trade quantity over quality.
In addition to this, if your subject line sounds like spam, it will be perceived as…you guessed it - spam! 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.
Your lists must be segmented into sections. The best option would be to have multiple smaller lists in order to ensure that everyone receives information relevant to their needs. It does not matter if you are offering something of value if it is not what the customer wants. You will notice your sender reputation plummet if your customers are not sent the right campaigns.
You can segment according to demographics. If you are thinking of engaging in experiential marketing, you should avoid sending emails to those that live far away from the location of the event. The reason for this is because you will come across as spammy. Even though it is good to experiment, it is 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 your emails, the better your reputation will be.
Reduce Unsubscribe Rates to gain a better sender reputation
If people are no longer interested in your emails, they will ruthlessly unsubscribe. That is why it is essential that you avoid this scenario as much as you can. Additionally, you should avoid purchasing email lists, as this is the ultimate destroyer of sender reputations.
The reason for this is because you are effectively sending your email campaign to people who have not subscribed to your list in the first place. Thus, when they receive your email, they will inevitably unsubscribe. ISP will notice this and your reputation score will diminish instantly. This will have a negative effect even with regards to the customers that did indeed sign up for your list.
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. Also, this email marketing strategy will help you 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 always remain high so you would not have to worry about small details.