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The importance of email sender reputation

Most marketers looking for an email service provider are likely to be most concerned with deliverability, to ensure their messages get through to consumer’s inboxes. But sometimes deliverability has nothing to do with the email service provider and everything to do with the manner in which the email is despatched.

by Helen Leggatt

So, you’ve sought out the best email service provider money can buy and, assured by guarantees of delivery, you merrily go about the despatching of your email campaigns. Until, horror of horrors, you find that there are delivery problems and determine to get straight on to the provider.

Before you do, make sure that the reasons for non-delivery aren’t outside of the email service provider’s control because, I’m afraid, they can’t be blamed for everything. Your sender reputation could be the stumbling block that you first need to address. According to Return Path (.pdf), sender reputation is the cause of non-deliverability 83% of the time.

To ensure a positive sender reputation you need to be sending emails to valid addresses representing those who want to receive your messages, therefore preventing complaints, red flags from email service providers and being labelled a spammer.

Content, relevancy and timing are always factors to be aware of, but there are additional ways you can ensure a positive sender reputation.

1. Spam Traps
Some users set up “honeypot” email addresses which they never use to solicit email. Any messages going to these addresses are therefore considered spam, and the sender a spammer, which could lead to complaints and, of course, a bad sender reputation. Avoid unscrupulous email harvesters and ensure you stick to reputable mailing lists.

You may even want to automatically record where and when a user signed up and with which email address, this could be produced as proof if problems arise with your email service provider.

2. Complaints
There are many ways in which email recipients can report you as a spammer, whether you are or not. As well as approaching their email service providers directly by phone or email, they can also identify spam to their providers by using a simple “this is spam” button.

Email recipients may also use a free spammer reporting tool such as Spamcop, relying on the public at large to report and maintain databases of the Internet’s spammers and scammers.
If you do find yourself on a spam blacklist there are various ways you can go about getting yourself removed, although you may have to jump through hoops as many lists are held independently.

To prevent complaints, make sure your recipients know when to expect email messages, even allowing them to pick their preferred frequency and content, as well as the ability to opt out.

3. List Management
Ensure your email lists are regularly cleaned and maintained; sending large amounts of mail that is unable to be delivered may cause an email service provider to be suspicious of the integrity of your mailing list.

4. IP Address Consistency
Spammers often change their IP address to avoid being tracked down. By keeping your IP address consistent you are less likely to attract your provider’s attention to your mailings.
Remember, maintaining your email sender reputation is an ongoing project, not something that can be fixed once and ignored.