As Benjamin Franklin once said, “It takes many good deeds to build a good reputation, and only one bad one to lose it.”
What exactly does reputation have to do with email? Sender reputation is a combination of factors that contribute to your status with mailbox providers as a good or undesirable sender. It’s a key factor in deliverability and an indicator of how likely your email campaigns are to be successfully delivered to subscribers’ inboxes (instead of landing in their junk folders or being blocked altogether).
Sender reputation is complex and dynamic, changing with each IP address you use and every campaign you send. Just one misstep can wreak havoc on your deliverability. Your email strategy may be impacted by one or several of the contributing factors that determine your sender reputation:
Tip: How do you know if you have a good or undesirable sender reputation? Sender Score is to sender reputation what a FICO score is to your credit rating. Similar to the way the banking industry determines a credit score for consumers, Sender Score provides a reputation score from zero to 100 (higher is better) for each of your IP addresses.
Even though Benjamin Franklin lived centuries before the first email was sent, he was spot on. It takes a lot of effort and consistency to earn a good sender reputation, and just a brief lapse in judgment to put your reputation on the line—or in the junk folder, in this case! Therefore, before you mail that list you just found or move to a new ESP platform, consider how your sender reputation may be impacted and proceed carefully. Join our upcoming webinar—Using Sender Score Reputation to Access the Inbox—to learn how to increase your reputation and deliverability.
This Article originally appeared on Total Retail.
Bonnie is passionate about excellent customer experience. With a background in marketing, merchandise buying, and retail management, she helps companies stay relevant amid the changing digital landscape. Bonnie leads the knowledge and consulting teams at Return Path, the global leader in email deliverability. She is an active Email Experience Council committee member, featured speaker for events, and writes monthly for the Return Path blog and TotalRetail.
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