Your email marketing campaign's reputation as a sender can make or break it. A good reputation will result in higher deliverability rates, more engagement from recipients, and less chance of being blacklisted. If your reputation is damaged, you could be unable to reach your target audience ever again.
What is your email sender's reputation, and how can it be protected?
Your reputation as an email sender is a reflection of how you behave as an entity that sends email addresses. Your reputation will rise if you send quality email campaigns and use best practices, but it will decline if you send spammy or annoying marketing emails.
A variety of email service providers and mailbox suppliers track your reputation to attempt to quantify it. Email service providers can assess your domain and your email address history before you can email deliverability rates to new people. This is how you can view your relevant content reputation as an email sender as a credit score.
There's also the informal sense of having an email sender reputation. This is a less formal role. The quality of your content will determine how your email subscribers perceive you.
Your reputation will be enhanced if you have a long track record of sending valuable and relevant information. However, spamming and trying to sell will damage your reputation.
What can you do to improve the reputation of your email sender?
There are many factors at play, but these are the most important.
- Quality and accuracy of your email list. You must first think about the quality and accuracy of your email list. You should only email people who have signed up for this list. This is because they will be receiving content that is relevant to them. It's easy to build a bad reputation by sending out too much content. You could also damage your reputation if you continue to send an irrelevant email message to old or outdated records.
- Email consistency (and quantity). Mail service providers also pay close attention to your email volume and consistency. If you send two emails per week, one on Wednesday and one on Sunday, and have done so for many years, there is little risk to your reputation. However, if you send more than one email provider per week and start to send dozens of bulk email marketing efforts every day, it will be a red flag.
- Content of emails. Sometimes the content of an email marketing strategy can have an impact on your reputation. You could be caught in a spam net if you use unusual trigger words in your subject lines. This will prevent your email domain message from being delivered and can cause damage to your reputation.
- Open rates. Email marketers should be concerned about their open rate. This is an important aspect of managing your sender's reputation. Your reputation will improve the higher your open rate. Your reputation score will drop if people delete your emails frequently without reading them. You can increase your open rates by improving your subject lines and mastering your timing.
- Spam flags. You won't be surprised to find out that spammers can mark your email template as spam. This is a bad sign for your reputation. This is usually done by people who feel you are sending too many messages to them or not relevant messages to them. This is usually a result of being a spam email server from someone you have never met before. You don't need to worry if you only send valuable content to people who have signed up for your email blacklist.
- A long history. Your reputation will grow the longer you have been in the email strategy business. Newcomers are often at a disadvantage. Unfortunately, there is no way to establish a long track record.
Does a good reputation for email sending suffice?
Your email marketing campaign will be more successful if you manage your email sender reputation. However, a good reputation alone is not enough to achieve the results you desire.
You will need to invest time in improving your email marketing tool list quality, adding new subscribers frequently, offering more valuable offers, and tuning your messaging. There are no shortcuts to the basics of email marketing. You will need to work hard before you see results in a wide range.
