- 77% of delivery problems are because of sender reputation.
- 23% of delivery problems are due to content
The following are the main areas of an email-marketing program that affect sender reputation:
1. FACTOR: Email Bounce Rate
- Sending an email to an address that’s unknown or doesn’t exist causes a bounce.
- Bounce rates can vary dramatically, but with a well-managed list, you can minimize them.
- You should be able to keep the rate low
2. FACTOR: Spam Complaint Rate
- Getting marked as spam by recipients is worse for your email reputation than people simply unsubscribing.
- Your spam complaint rate is yet another measure of whether you’re sending relevant emails to people who are expecting it.
- With a spam button, the ISPs are getting a direct message that your email is not wanted. Too many of these and your reputation will suffer.
3. FACTOR: Unsubscribe Performance
- Your unsubscribe performance is an important indicator of your best email practices.
- If you send relevant content to subscribers who are expecting emails from you, your unsubscribe rate should be low.
- Generally, a high unsubscribe rate will contribute to a poor reputation score.
4. FACTOR: Blacklist Status
- It is important to regularly check to see if your domain or IP address is included in blacklist databases or not.
- If suddenly, large amounts of your emails are not getting opened there is a great chance to be blacklisted
- If you’re on a blacklist it’s likely you have been viewed as a repeat offender by ISPs.
- This would result in your emails being blocked or directed to the spam/bulk mail folders of your recipients.