97% of IP addresses worthy of blocking
Ninety-seven percent of the email senders out there have terrible reputations. They aren’t just suspect, they aren’t just a little bit bad … they are in the bottom of the barrel — scoring less than 30 according to our Sender Score Reputation Monitor. Sender Scores less than 30 are highly likely to get blocked by email receivers. Scores higher than 70 are most likely to get delivered — yet not even 1% of mailers make that cut.
So what does this mean for the average commercial emailer? Reputation is the key to inbox delivery. You need to know what your Sender Score is – think of it like your credit score for email. Then you need to actively manage your score to get it as high as you can. The higher the score, the higher the likelihood you’ll make it to the inbox.
When it comes to email deliverability, reputation is the most important element for marketers to work on. It matters more than content, subject lines, and the typical cosmetic fixes that marketers gravitate toward. Sure, content matters for driving response. But it does not make much difference when it comes to blocking and filtering.
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About George Bilbrey
George Bilbrey is the founder of the industry’s first deliverability service provider, Assurance Systems, which merged with Return Path in 2003. He is a recognized expert on the subjects of email reputation and deliverability and is active in many industry organizations, including the Messaging Anti-Abuse Working Group (MAAWG) and the Online Trust Alliance (OTA). In his role as president of Return Path George is the driving force behind the ongoing innovation of our products and services. Prior to Return Path, George served as Director of Product Management at Worldprints.com and as a partner in the telecommunications group at Mercer Management Consulting. He holds a B.A. in economics from Duke University, and an MBA from the Kenan-Flagler School of Business, University of North Carolina.