From data entry errors to unengaged subscribers, email marketers already have enough deliverability headaches to manage without factoring in sender reputation. But studies indicate as much as 77 percent of email delivery problems are based on sender reputation and, thus, must be examined.
Email reputation is the measurement of your email sending practices and the extent to which you follow the standards established by ISPs. ISPs filter spam and unwanted email based on content, blocklists and your reputation. A poor reputation may mean your emails end up in the spam folder rather than the inbox or, in the worst case, blocked entirely. In the height of the holiday shopping season, Spamhaus blacklisted several major retailers – including Gilt and Gap – for sending emails to addresses with typographical errors.
Are your email campaigns (and your ROI) suffering from poor sender reputation? Check out these four easy ways to improve your reputation:
It’s important to note that monitoring your sender reputation should continue long after you’ve implemented these steps to improving your reputation. Just think – you wouldn’t just send emails without measuring success, so why do it for your sender reputation?