Online business owners all have one primary goal in common when it comes to their email campaigns – to reach online users with creative and relevant content about their products or services. In their efforts to intrigue users to want to learn more about products or services, the creation and management of an effective email campaign is necessary as are reputable emails and a trusted domain reputation. See more in this article to help you maintain email reputation.

Reputation and Effective Email Deliverability

Ensuring that your emails are delivered in order for recipients to read them is the most pivotal step in the entire process for sending emails. It is also the most misunderstood step as well. Common delivery issues can put a halt to even the best email campaign before it ever gets started. Your email reputation is the combined result of both your IP (Internet Protocol) reputation and your domain reputation. These two metrics pave the way for Internet Service Providers (ISPs) to rate email content and determine whether or not it will get delivered to an inbox or not. In addition, personalized engagement metrics of a recipient will play a significant role in determining whether or not an email will be delivered to an inbox or a spam folder by way of the recipient’s prior interactions with similar type emails in the past.

Functions of IP and Domain Reputation

When you send an email out, your message is transmitted by way of a shared IP address. ISPs scrutinize the reputation of various IP addresses by viewing the amount of traffic that is transmitted over the IP in addition to the amount of bad traffic sent over them as well.  This is one of the most important steps to make sure you maintain email reputation. Any metrics that affect an IP reputation will also affect the sender’s domain reputation. ISPs track reputations by IPs and domains to minimize delivery rates of senders with bad domain reputations. With this protocol, you have a direct stake in the quality of your email sends and ensure the long-term health of your specific domain.

Spam Traps

ISPs also create what are called ‘spam traps’ which are email addresses that are created from either new or recycled unused email address accounts. These spam traps are a significant way for ISPs to track IP and domain reputation. Recipient lists should consist of email recipients who have chosen to opt in to receive your emails and have gone so far as to validate their address. When an email is sent to a spam trap address, the ISP recognizes that the sender accessed the email address by way of inappropriate practices, such as purchasing email lists or scraping sites in search of email addresses.

ISP and Email Filtering

Once an email is recognized to have been generated from an acceptable IP and domain, then individual email boxes scrutinize the mail by way of their own settings. The mailbox scans the entire content of the email and decides whether or not it will accept it, reject it or filter it as spam. To minimize this type of filtering it is important to keep your HTML well coded and ensure you have a reasonable image to text ratio in your emails (80% to 20% typically). In addition to maintain email reputation, you should be certain to use vocabulary that is conversational, informative and educational rather than sales driven and try to avoid spam like additions to your emails such as all caps or a series of exclamation points. Finally, make certain that your email’s links are not blacklisted and confirm your SPF and DKIM are properly configured so as to authenticate your emails.

Engagement Filters

In addition to filtering emails with bad content or bad send history, it is important to have effective engagement filters in place to determine how emails will be delivered to an inbox. If a recipient has not opened your emails for a long period of time, they will be sent to the spam folder. As a sender, you have no way of knowing what happens to your email once it arrives at the other end. You may know if it was opened, but you do not know how long it was kept open, if it was read, or simply deleted. ISPs use these metrics to track how emails are interacted with in order to rate it as spam or as emails that a recipient would want to receive in the future. With this in mind, it is important to keep your email lists updated to maintain email reputation.

Email marketing is key to your content marketing strategy. With that said if your emails end up in a recipient’s spam folder, you could be losing out on a potential lead or customer which is why it is so critical to engage in effective email management ensure you are sending only reputable emails to all your email recipients.

Reach out to the email marketing professionals here at DefiNet Contact to really build and maintain email reputation with a great email database!