The deliverability landscape of today has made it much difficult to send messages that will arrive in the inbox of your recipients. About 20% of emails are getting blocked without arriving in the inbox, considered as junk, or even get delivered to the wrong email address. So, it’s very important to ensure that your email deliverability is accurate to achieve a successful email marketing campaign. But a major factor that determines if your recipient will open your email is the credibility and trust of the sender.
The sender’s reputation plays a more significant role than design, subject lines, or quality content, according to Return Path. Therefore, the maintenance of your sender’s reputation is critical in ensuring the deliverability of your email.
Email services such as Gmail have algorithms that determine the sender’s score of your email and choose whether or not to send your messages to the inbox of your recipients. The only way you can avoid sending messages that would end up in the junk folder of your recipient is to avoid common mistakes that would reduce your reputation.
Low sender’s score would not only waste your time and effort crafting properly designed email campaigns that would not be read by your recipient. It would also have an adverse effect on your ROI and the outcome of your email campaign.
What is sender’s reputation?
Sender’s reputation is a score allotted by an ISP (Internet Service Provider) that is based on the activities of the sender. A poor sender’s reputation means that the emails would automatically be sent to the spam folder, deleted, or flagged.
Different scores are allotted by different ISPs. Several factors are used to decide what is usually considered spam. This can instantly affect our sender’s reputation which would eventually have an impact on your email campaigns.
Some of the significant factors for sending messages to inbox and improving your sender’s reputation are:
The number of emails and the frequency.
The number of emails that are deleted, moved to junks, or marked as spam.
The number of emails flagged as spam
The number of emails that get opened, response or instantly deleted which is an indication of an unwanted email.
The number of complaints received by the ISP concerning the sender.
The number of unsubscribes triggered as a result of the email.
The IP address used for sending the emails.
Sending email campaigns from a shared IP address can make you suffer similar penalty with brands that are not following best practices.
What results in a negative domain reputation?
Your domain is different from your IP address. It is the domain of the sender which usually more important to ISPs when filtering emails and making decisions. This implies have once your domain reputation is negative in the eyes of ISPs, changing your IP address won’t have any impact.
Several factors can lead to a negative domain reputation. When your message is being reported as spam consistently, it will harm your domain reputation. Low opens can also bring about a similar effect.
A high bounce rate, caused by consistently sending emails to invalid email addresses can also have a negative effect on your domain reputation.
This is usually caused by buying or renting email lists from unreliable sources without carrying out proper verification, just to do things easier and faster. This can also be caused by sending too many messages to email addresses that were once good but now invalid.
For instance, if a subscriber in your mailing list subscribes using a work email address, this address might become invalid if they are no longer in the company. Emails sent to these email addresses will bounce and have a negative effect on your domain reputation.
Bad data can negatively harm your IP reputation. This makes it important to always verify your emails and filter out bad data before sending your marketing emails. Ensuring that your mailing list is clean and free from bounces is very important for protecting your domain reputation and avoid being a victim of bad data.
How to improve your bad sender’s reputation
Avoid buying email lists
Apart from violating the CAN-SPAM Act by doing this, buying an email list can make you easily fall into a spam trap. Using these emails can easily trigger spam filters which can harm your sender’s reputation. However, if you do have to buy email addresses, it is recommended that you use a reliable email verification service.
Use double opt-in emails
The best practice when avoiding buying email addresses is to build from scratch. When building your email l from scratch, use the double opt in option to guarantee that you have their permission before sending them messages. The double opt-in option will also ensure that your list is clean and filled with people who are not only interested in your brand but have access to their email addresses and regularly checks them. Double opt-ins also helps to reduce unsubscribe rates and potential complaints from your subscribers.
Maintain a clean email list
Email validation is not a one time process. It should be done regularly to eliminate any invalid email and ensure that your list remains clean. Also, monitor your campaign and regularly remove inactive subscribers from your list as they can signal to ISPs since they are not engaging with our emails. Some of them might even mark your emails as spam rather than unsubscribing.
Send high quality, relevant content
The response and engagement rate generated from your emails are very important factors that have an impact on your domain reputation.
An ideal method of improving your reputation is to always send high-quality emails that your subscribers will read and engage with. Subscribers might also share your messages if they are highly valuable and meet the needs of your subscribers.
Emails are very effective in marketing your brand. You simply have to concentrate on maintaining and improving your sender’s reputation. A high sender’s reputation will guarantee that your messages arrive safely in your subscriber’s inbox which will not only improve your RoI and ultimately the success f your email campaign.