Email marketing is an effective way to reach customers and grow a following. This is true even when marketing to younger, more tech-savvy customers.
Of course, email marketing only works if your messages are being delivered to inboxes. That’s why it’s important to focus on maintaining a strong email reputation.
Also known as sender reputation, this metric refers to a score internet service providers assign to your business. A low sender score may cause a service provider to divert your emails to the spam folders of recipients within their network. In some cases, the emails might not get delivered at all.
Maintaining a strong email reputation score is key to optimizing your marketing efforts. However, before you learn how to improve your domain reputation, you need to understand what can harm it.
What Results in a Negative Domain Reputation?
There are several factors that can result in a low sender reputation score. If recipients often report your messages as spam, that will definitely impact your reputation. Low open rates will have the same effect.
So, too, will a high bounce rate. A high bounce rate is the result of sending emails to multiple addresses that are no longer valid on a consistent basis.
Sometimes this happens because an organization tried to cut corners by renting or buying an existing email list without checking it. However, it can also occur simply because email addresses “go bad” for a variety of reasons.
For example, if a subscriber to your email list signed up with a work address, that address may no longer be valid if they move on to a different company. Any emails sent to that address will bounce, thereby harming your email reputation.
How to Improve Your Sender Score
Start by performing an email reputation check, also known as an IP reputation check. There are several sites where you can check your IP reputation to determine your score. Many of them score you on a simple 0 - 100 scale. Keep in mind: Staying above 70 is a smart goal to aim for.
Another way to protect your domain reputation score is to focus on providing your subscribers with quality, dynamic emails that offer genuine value. Don’t flood their inbox with constant promotional methods. Monitor your campaigns to find out how often you should send emails, and what types of content you should include. It’s also very important to make sure you’re only emailing people who consciously opted in to your list.
Finally, use an email verification tool to check your subscriber list before sending any messages. This kind of tool will help you remove invalid addresses from your list, which helps to preserve your IP reputation.
Again, email can still be an extremely powerful means of marketing your business. You just need to make sure you’re constantly focusing on how to improve your sender reputation. Prioritizing this factor through email reputation checks and the right tools ensures your emails actually reach the people you’re sending them to.