One of the biggest nightmares for email marketers is having your campaign sent directly to the spam folder. It is estimated that 45% of all email messages sent in the world are considered spam - how can you then ensure that your campaign is not one of them?
The qualification of your email address, also known as sender reputation, is one of the most important characteristics to ensure that your emails reach their recipients.
While many marketers are concerned with increasing their open rates and click-through rates, they may end up neglecting a crucial aspect: making sure it gets to the lead first. It is your sender reputation that will help you with that.
Sender Reputation: how ISPs protect users
Did you know that the average worker, in one business day, receives about 121 emails per day? Now, let’s assume it takes about 30 seconds to read each one; which means it would take more than one hour a day just to read emails.
To protect their users, ISPs use Sender Reputation; which is a score attributed to a sender based on the quality of their email campaigns, the frequency, size, and user interaction.
This score serves to protect users from having their inboxes full of unwanted emails. It is Sender Reputation that determines whether email service providers will deliver emails to users' inboxes or not.
The process is carried out by algorithmic analysis, without any invasion of privacy. After the continuous verification that occurs automatically, the provider sets the sender's score and, if it is low, your message may end up in the user's spam folder.
How is the Sender Reputation calculated?
As we have seen, the providers perform constant and automatic analysis of the sender's score, verifying some basic requirements.
Some of the essential points in a sender's reputation are:
- User engagement rate;
- User complaints;
- IP address used;
- Account authentication;
- Spam traps;
- Shipping history;
In other words, if users interact well with your messages, if you have a high average open rate (between 15% and 25% is acceptable), few spam complaints, and a low bounce rate, your reputation with ISPs is probably decent.
But these are not the only aspects that are considered. The way you build your content is also considered (yes, ISPs analyze your content before sending it to the user's inbox). Emails with several buttons like "Click here", "Subscribe", "Learn more", or multiple links associated with the body of the message usually go to the spam folder..
Links hidden behind images are considered as traps since the user can accidentally click on it and be directed to a page that he is not interested in.
Other important points to think about, are the relevance of the content sent and the customer engagement. Imagine sending an email with promotions of tampons to a list of male subscribers - it wouldn't be very useful, right?
The number of recipients who receive this email and voluntarily click on the links and access the page to search for products, answer questions or contact the company is considered an indicator of confidence of that sender.
When the rate is low, the sender begins to lose his reputation, and the emails can now be forwarded to the spam folder.
How to know your Sender Reputation?
Some tools allow you to check your score. Depending on the service you use, you may receive different data - but it is useful to have an idea of where you stand.
Another way to measure your reputation is by tracking your email marketing metrics. Open rate, click-through rate, bounce rate, and engagement are the most important ones.
Improving your Sender Reputation
There are several ways to improve your email sender reputation and increase the efficiency of your email marketing campaigns.
As we said earlier, the content within your emails is fundamental. Make sure that your email delivers interesting content to your recipients, without plagiarism or excessive information.
Targeting your customer base in a segmented way is another point to keep in mind. Not everyone will have the same interests, and not everyone is at the same stage of the sales funnel. Thus, you can send personalised email campaigns to the different segments.
However, first of all, you need to ensure that your email list is made up of active addresses, as it affects your bounce rate. For this, it is possible to use an email checker, such as TheChecker.
The tool ensures that your contact list is up to date. It is estimated that 4.5% of email accounts created expire in less than a month - and considering these addresses as valid in your campaigns is undoubtedly not going to do any good to your Sender Reputation.
TheChecker checks each mailing list for inactive email addresses, ones with typos, role-based accounts, or spam traps. It does this automatically, without sending a single message to the recipients on your list.
Your email account's reputation represents your company's digital reliability to your customers. The entire process of digital campaigns must be done in a coherent and objective manner, and without "pitfalls" for customers.
The better your sender reputation, the higher are the chances of your campaigns having more success and return, in addition to expanding your digital market and improving your company's image every day.
Count on TheChecker to ensure that your mailing list is efficient and working to increase the results of your email marketing campaigns. Let's Kill The Bounce!