How to Manage Your Email Reputation

Email Deliverability Simplified | The Blog

Email Reputation

If you aren’t tracking your email reputation, then you should be!  Your email reputation is one of the most important scores for an email marketer to monitor.

What is your email reputation (also referred to as your sender reputation or sender score)?  Glad you asked! The definition of email reputation is that it’s the measurement of your company’s marketing email sending practices against the guidelines of various ISPs, the Canned Spam Act. and DMARC guidelines.

An easy way to think about your email sender score is that it’s like your credit score or your customer online review score.  The higher your score, the better.  Let’s be honest — no one wants to deal with a one out of five stars company.

Today we’re going dive into the best practices for your email reputation — how to monitor it properly and what to do if (gasp!) it drops!

What happens when your sender reputation is low?

Email ReputationIn a nutshell, if your email sender reputation score is low, then your marketing emails aren’t likely to reach your target audience.  If an ISP identifies your company as having a low reputation, then they will either send your emails directly to the spam or bulk folder or they will block you all together.
As an email marketing strategy or campaign is only as successful as the number of subscribers who see and engage with the email, if your emails aren’t reaching anyone, then your campaign will undoubtedly fail.

Do you know what actually affects email reputation?

When calculating an email sender score, an ISP will use a combination of factors to define your score.  Here are a few of the factors they monitor:
  • The number of user complaints or user-generated spam reports filed against you
  • The total volume of hard bounces and spam score for your company
  • Spam trap engagement for your email campaigns
  • Your company’s domain reputation
  • Your company’s overall email history

To keep your email reputation score in good standing, you should perform regular email audits, incorporate an email opt-in practice for users being added to your email lists, and run your marketing emails through spam filtering tools before sending them.

How to tell if your sending reputation is good or bad?

Email ReputationYou’ll know if your reputation is bad or if you’ve been blacklisted because you’ll see a dramatic drop in your email deliverability metrics or an ISP will notify you directly.  Typically the service provider will inform you as to the specifics around why you might have been blacklisted.

You can find out if you’ve been blacklisted by running a blacklist test on your domain name and/or IP address inside your MailMonitor account. This check will show you all the places you are currently being blacklisted.

MailMonitor offers a suite of tools and services that will help you manage your email reputation and keep your company off email blacklists:
  • Proactive Email Monitoring and Set-up
  • IP Warm-up
  • Whitelisting and Blacklist Removal
  • Build and Repair Sender Reputation
  • Deliverability Audit

Want to see how the MailMonitor suite of tools can help you manage your email reputation?  Contact us and request a demo!

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