In our recent blogs, we have been talking about ways in which email marketers can stay away from the recipient’s dreaded spam folder. This week, let’s touch on another essential way in which you can avoid getting your messages from being marked spam: Reputation Tracking.
Reputation tracking, also commonly referred to as Sender Reputation Tracking and is closely linked with the IP address of the mail server that is being used to send messages to your subscribers. ISPs review multiple factors of your email marketing activities and will award you a sender reputation score based on their findings. This score indicates to the ISP the level of your trustworthiness when it comes to sending non-spam related emails. While there can be some differences in how each ISP reviews and assigns trustworthiness, there are some common factors that you, as an email marketer, need to familiarize yourself with in order to help yourself score higher.
As with many other things in life like credit scores and finding your first job, being a new kid on the email marketing landscape can cause some initial issues. If your company and email address are brand new, you shouldn’t be surprised to see yourself land in the spam box at first, as a new IP having no history whatsoever is typically treated suspiciously by all of the ISPs. With time, however, you can make considerable improvements.
The Importance of Clean Lists
Reputation Tracking is closely connected with having a clean list for your email campaigns. To repair your sender reputation you need to ensure that your subscriber list is of quality because this will affect your bounce rates and damage your score. If your bounce rate is above 10% then you need to look into your subscriber lists to see what the problem might be. Also, a hard bounce can be even more damaging – this is when you send your emails to invalid email addresses. These are often referred to as spam traps as they appear to be valid email addresses, but in reality, they are anything but valid. According to most of the ISPs, a hard bounce rate can drop your reputation score by 20 points with just one such invalid email address, so you will want to be vigilant about monitoring for this. Some of the things that you should try to avoid include:
- Poor List Sources – Avoid paid subscriber lists at all costs.
- List Aging – Use bounce management tools to filter out any old email addresses that might be used by spam traps.
- List Poisoning – Inserting Opt-In approach can help you minimize getting those invalid email addresses.
You should be concerned if you are receiving multiple spam complaints about every 1000 emails that you send out; a ratio like this can damage your sender reputation. Whenever a recipient clicks on the “spam” button on your email, a complaint is logged at the ISP level or will be notified to the sender if there is Feedback Loop. To prevent this negative reporting, ensure that your ‘opt-out’ and ‘opt-in’ messaging is clear to understand and easy to access and/or update if necessary. You should also review the content of your emails in case you continue to get a high level of spam complaints even after integrating opt-ins. Sometimes, your content just isn’t relevant enough for your subscribers.
Here at Mail Monitor, we work tirelessly to help our customers with improving their reputation score. With our application and online tools, you can be sure to land a consistently high score after the ISPs perform reputation tracking on your email marketing campaigns. You can find more about our features here.