Blogs > Email Deliverability: Reputation, Sender Score and Deliverability
March 4, 2019 Jesse Bickerton
Email sending reputation is a rating which itself consists of different reputations for email deliverability. The three major reputations that matter are:
Together, IP Reputation and Content Reputation work to determine how effective a sender’s email practices are. IP Reputation analyzes emailing history while Content Reputation looks at the content and determines if the email being sent is trustworthy.
Making sure you are following proper email practices will have an impact on your email deliverability. Proper list management and providing relevant content is essential.
Return Path’s Sender Score is a rating from 0 to 100, which is an indicator of how effective your email practices are. Sender Score takes into account several factors when determining your score. The Sender Score takes a look at:
However, Sender Score is just one measure on how effective your email marketing efforts are. If your ISP uses Sender Score, then great. However, not every ISP relies on Sender Score.
Making sure you have email authentication systems, such as Sender Policy Framework (SPF) and DomainKeys Identified Email (DKIM) system will contribute to a strong domain reputation. Having both will prevent spammers from delivering emails through your domain.
Creating separate email accounts for marketing and transaction emails can have several benefits. This will ensure that both sets of email will not suffer from problems from the other. This also allows better tracking of all emails.
Pay attention to import email statistics such as open rates, click rates, complaints, engagement rates and unsubscribes. Most email providers will have this information available to you.
All of these are becoming popular techniques to improve email deliverability. Segmenting your list based on demographic information or by purchasing behaviour is one method to deliver more relevant emails. Multivariable testing (or A/B Testing) is used to test small changes to an email (or any marketing material) to find out what resonates with your audience. Finally, personalizing emails using the information you’ve collected will improve the chance of someone opening up your email.
Make sure to clean your lists regularly. Have a double opt-in to ensure people who are joining your mailing list are truly interested.
When planning your email marketing campaigns, technical issues are just as important as creative decisions. Paying attention to your IP Reputation, your Content Reputation and your Domain Authority are essential. Using services such as Sender Score or Google’s Postmaster Tools can give you some information about your sending reputation. Need help designing or deploying your next great email campaign? RAVEN5 is here to help – we are experts at contests, sweepstakes and promotions.
Jesse Bickerton, RAVEN5, March 2019