Email marketing allows the business to connect with their clients and introduce their services or products. But a good email sending profile is the key to the success of any email marketing campaign. A bad email sending reputation can cause your emails to be branded as spam, lower deliverability and eventually, lost customers. In this post we’ll see how to repair a sour email sending reputation.
What is Email Sending Reputation?
Email sending reputation is the ranking that ISPs and email providers assign to your domain or email address. Consider it your email report card. A good reputation will guarantee your emails reach the inboxes of your intended recipients, but a bad reputation can get your emails blocked or considered spam.
How Your Email Sending Status Is Affected By These Factors
There are several metrics that make up your overall reputation score for email sending. The most important things:
Spam Reports: If recipients often report your emails as spam, it informs ISPs that your email is junk. Constant spam complaints will damage your reputation.
Bounce Rates: The number of bounces, or undeliverable emails, is a major consideration. A high bounce rate means that your email list is likely outdated or invalid, which can cause ISPs to doubt your email policy.
Spam Marks: Like with spam complaints, if users are continually reporting your emails as spam, it will hurt your score.
Email Retention and Volume: Sending too many emails in a short period of time constitutes spam. And the key to optimizing your email frequency is keeping it engaging without overburdening your recipients.
Engagement: A high level of engagement (opens, clicks, replies) tells your audience that you care about their content. ISPs track these rates because they judge how good your emails are — the higher the number, the better your standing.
The Key to Achieving A Strong Email Status Is To Keep A Good Email Status.
Having a good email sending reputation is important for many reasons:
Deliverability: The obvious benefit is to ensure as much deliverability as possible. Reputation is also the key to making sure your emails do not end up in the spam folder.
Customer Experience: If your emails get delivered and read by your subscribers, it may bring about higher engagement, open rates, and more conversions.
Brand Trust: Building trust through repeated, genuine communication via email creates a trust bond between your target. A bad sending reputation can undermine your brand reputation.
Cost-Efficientness: For businesses who heavily use email campaigns, when this channel loses its repute, there can be severe financial consequences.
How to Fix an Unhappy Email-Sending Relationship?
Identify the Cause
The first step in healing a bad email sending reputation is to determine what is the problem. Check your email marketing strategy and see if there are any problems that could arise. This can include being inundated with emails, failing to unsubscribe or having bad subject lines. Other negative factors that affect your email sending credibility include high bounce rate, spam trap hits, and low engagement. Once you know the reason, you can implement specific actions to remedy the problem and ensure that it doesn’t occur again.
Clean Your Email List
If you have inactive emails on your email list it can damage your reputation. By cleaning your list regularly, by dropping dead and unsubscribers, you can increase your email reputation and engagement rates. Moreover, updating your email list on a regular basis will ensure that your emails are being delivered to real and active addresses.
Use Double Opt-in
Double opt-in is an excellent way to ensure that your email list has active and curious users. This is done by sending a confirmation email after a subscriber has registered to ensure they have subscribed. Though it will reduce the number of people on your email list, it will increase click-through rates and reduce the likelihood of your email becoming a spam.
Monitor Your Email Metrics
When you track your email statistics, open rates, click-through rates, and bounce rates regularly, you can detect a problem and correct it. With these measurements, you can determine if there are trends and occurrences that may be affecting your reputation when sending emails, and take steps to mitigate them.
Authenticate Your Emails
Authenticating your email accounts can help to avoid having your email marked as spam. This includes ensuring that your emails are legitimately being delivered from your domain, not an untrusted email address. The Email authentication options include SPF, DKIM, and DMARC. By verifying your emails, you can boost your deliverability and enhance your email sender reputation.
Use a Dedicated IP Address
A dedicated IP address is an excellent way to increase your email reputation. A dedicated IP address gives you total control over your reputation for sending emails and prevents being tagged by spammers. Moreover, it can increase deliverability and increase the chance that your emails go into the inbox.
Gradually Increase Your Email Volume
If you’ve been sending a lot of emails and your email sending reputation is underwhelming you then start decreasing the number of emails you send and slowly increase it over time. If you start sending too much emails too quickly, this could give the ISPs and email providers the impression that you’re a spammer and decrease deliverability. If you increase your email volume slowly, you can stop this from happening and improve your email reputation.
Utilize a Trustworthy Email Service Provider (ESP)
By choosing a trusted ESP, you can boost your reputation when it comes to email sending. ESPs work with ISPs and email providers and can make sure your emails arrive at the inbox. They also typically give you resources and tips to help you grow your email marketing strategies and strengthen your email sender status.
Conclusion:
Restoring a bad email-sending reputation is a process that takes time, but one essential to the success of your email marketing campaigns. By figuring out the root, cleaning your list, double opt-in, tracking your email metrics, signing your emails, having a dedicated IP address, gradually scaling your volume, and using a good ESP, you can maintain your email sending reputation and get your emails into your customers’ inbox. Just keep in mind that a healthy email sending reputation is a continuous process that should be continually monitored and optimized.
