Email marketing is still one of the most effective ways to reach customers online. That said, an email campaign won’t deliver the best possible return on investment if your emails aren’t reaching subscribers’ inboxes.
That’s why it’s important to understand how your sender reputation impacts the deliverability of your email content.
Essentially, ISPs assign email senders a score based on a number of factors. The better the score, the better their email domain reputation. A low email sender score can unfortunately prevent your emails from being delivered.
The information here will help you guard against this and maintain a high email domain reputation. By understanding how an email reputation gets damaged, you’ll be better equipped to prevent that from happening to you. Specifically, keep these points in mind:
Get Rid of Invalid Addresses That Can Harm Your Sender Reputation
It’s unlikely every single address on your email list is still valid. For example, if someone signed up with their work email, they might not be employed at the same company anymore. This means their address isn’t valid anymore.
Sending too many emails to invalid addresses results in a high bounce rate. This can then damage your IP reputation score.
Before sending any marketing emails, check your list for invalid addresses and remove any you find. Keeping your subscriber list clean and avoiding bounce emails is essential for safeguarding your email sender reputation.
Follow Essential Best Practices for a Better Email Reputation
You’re more likely to have a better email and IP address reputation if the people to whom you send emails actually engage with them. Taking steps to boost engagement will improve both your email domain reputation and the overall strength of your campaigns.
Luckily, there are simple steps you can take to achieve this goal, such as including a recipient’s name in the subject line of an email. Doing so can boost open rates by as much as 50%!
You should also segment your list into multiple, smaller lists. This makes it easier to ensure your followers are receiving content that’s relevant to their needs and tastes. It’s yet another effective way to improve your open rates.
For example, maybe your brand often sponsors events as part of an experiential marketing campaign. Not all followers will live close enough to the event venues to attend. If you send them alerts about events they can’t participate in, you’ll come across as spammy. This is bad for your email sender reputation in the long run.
On the other hand, if you segment your list so followers only receive relevant alerts, you’ll increase overall engagement. The more people open and interact with your content, the better for your email reputation.
Reduce Unsubscribe Rates, Watch Email Sender Score Soar
Your domain reputation will also suffer if followers unsubscribe from your list as high rates. This is another reason to segment your list. People are more likely to unsubscribe if they frequently receive irrelevant content from you.
That said, it’s also a good idea to solicit feedback from your followers. Finding out what they do and don’t like about your email marketing strategy helps you address their concerns before they unsubscribe.
You can collect feedback easily and improve your sender reputation by sending a survey. Increase the odds that followers will actually complete it by offering the chance to win a prize for doing so.
It is important to check your email domain reputation frequently. Performing regular email reputation checks helps you better determine if your attempts to improve it are working. By keeping these points in mind and monitoring your performance, you’ll be much more likely to cultivate the kind of sender reputation all email marketers need.