Having a good sending reputation refers to the positive perception and trust that ISPs and email recipients have of your emails. It directly affects your deliverability, which is why maintaining a good sender reputation is crucial for success in email marketing.
In this blog we’ll discuss ways to improve your sender reputation including our best practices and do’s & don’ts. Let’s get right into it…
Ways to Improve and Maintain a Good Sender Reputation
- Don’t use a signature file. Your subscribers are already on your list, they don’t need extra links and images.
- Send from a real email address that works. Don’t send from free email addresses like gmail.com or hotmail.com. Use a custom, aged domain.
- Make sure your emails are responsive and super mobile-friendly. Use a large font so they can be read on mobile devices.
- Use free tools like mail-tester.com, senderscore.org, and multirbl.valli.org to check your emails and monitor your reputation.
- Quality and Permission-based Lists: Build and maintain high-quality email lists with subscribers who have explicitly opted to receive emails from you. Avoid purchasing or renting email lists, as they often contain outdated or uninterested addresses.
- Use Double Opt-In: Implement a double opt-in process where subscribers confirm their subscription by clicking a verification link sent to their email. This ensures that only valid and engaged users are added to your list.
- Segmentation and Personalization: Segment your email list based on user interests, demographics, and behavior. Sending personalized and relevant content increases engagement and reduces the likelihood of recipients marking your emails as spam.
- Engagement Tracking: Monitor key email engagement metrics such as open rates, click-through rates, and conversion rates. ISPs value high engagement as a positive signal of content quality.
- Consistency in Sending Frequency: Stick to a consistent email sending schedule. Abrupt changes in volume or sending frequency can raise red flags with ISPs.
- Set Clear Expectations: During the sign-up process, clearly communicate the type and frequency of emails you will be sending to manage subscriber expectations.
- Authentication and DMARC: Implement Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) to authenticate your emails and prevent spoofing.
- Monitor Blacklists: Regularly check if your domain or IP address is listed on email blacklists. If you find yourself on a blacklist, take prompt action to address the underlying issues.
- Manage Bounce Rates: Monitor and manage email bounces. Remove consistently bouncing email addresses from your list to maintain list hygiene.
- Provide Easy Unsubscribe Option: Include a clear and visible unsubscribe link in your emails. Making it easy for recipients to opt-out reduces the chances of spam complaints.
- Handle Complaints Promptly: If recipients mark your emails as spam, investigate the reasons behind it and take corrective measures to prevent further complaints.
- Monitor Feedback Loops: Sign up for feedback loops with major ISPs. These loops provide you with notifications when recipients mark your emails as spam, allowing you to act on issues promptly.
- Avoid Spam Triggers: Refrain from using spam-triggering words, excessive punctuation, or excessive use of capital letters in your subject lines and email content.
- Regular List Cleaning: Conduct regular list cleaning to remove inactive subscribers. Inactive or disengaged users can negatively impact your sender reputation.
Overall, a good sending reputation is built over time by following best practices, respecting recipient preferences, and demonstrating a commitment to delivering high-quality, relevant content to your email subscribers. So be sure to follow these tips and enjoy the fruits of your labor with better deliverability and a flawless sender reputation!