Sender Reputation: How to Check, Maintain, and Improve It
12 days ago
4 min read

Sender Reputation: How to Check, Maintain, and Improve It


Sender Reputation: How to Check, Maintain, and Improve It

The sender's reputation is a cornerstone of email marketing and communications success. It determines whether your emails land in the recipient’s inbox or get flagged as spam. Understanding the sender's reputation is critical for businesses relying on email campaigns for sales, lead generation, or engagement. In this blog, we’ll delve into sender reputation and how to check it, maintain it, and improve it.

What Is Sender Reputation?

Sender reputation is a score given to an email sender's domain or IP address by Internet Service Providers. This score represents the credibility and reliability of the sender based on email engagement, spam reports, bounce rates, and more. A high sender reputation means your emails will reach your recipients' inboxes, while a poor reputation could lead to deliverability issues.

How to Check Your Sender Reputation

Step 1 to manage your sender's reputation is understanding where you are. Here are the most effective ways to check your reputation:

1. Use Email Reputation Tools

Several tools and platforms provide insights into your sender's reputation

  • Google Postmaster Tools: Provides detailed data about the performance of your domain when sending out emails, such as spam rate and delivery issues.

  • SenderScore by Validity: It provides a score between 0 and 100 to indicate your email-sending health.

  • Microsoft SNDS Smart Network Data Services: Focused on IP reputation for senders interacting with the Microsoft email account.

  • Talos Intelligence: Cisco maintains Talos Intelligence, and he evaluates your IP and domain reputation.

2. Track Email Metrics

Keep track of critical metrics that influence your reputation:

  • Bounce Rates: This can harm your reputation. Ensure that your email lists are clean and verified.

  • Spam Complaints: Track the percentage of recipients who mark your emails as spam.

  • Open and Click Rates: Low engagement rates can signal to ISPs that your emails are unwanted.

3. Check Blacklists

Your IP or domain could be listed on public blacklists if flagged for spammy activity. Tools like MXToolbox and MultiRBL help check blacklist status.

4. Engage Your ESP

Email Service Providers (ESPs) like Mailchimp, Constant Contact, and others often provide dashboards with detailed insights into your sender's reputation.

How to Maintain Your Sender Reputation

Maintain the sender's reputation solid by being consistent in best practices. Here are some strategies to ensure that your sender's reputation stays intact:

1. Build and maintain high-quality email lists

  • Use Double Opt-in: Confirm subscriptions to remove undesirable interested or fake users from your list

  • Clean your list regularly: Remove invalid or inactive email addresses to minimise bounce rates

2. Practice email authentication protocols

  • SPF (Sender Policy Framework): It checks if your email comes from an authorised server.

  • DKIM (DomainKeys Identified Mail): It ensures that the content of your email has not been altered while in transit.

  • DMARC (Domain-based Message Authentication, Reporting, and Conformance): It prevents spoofing and phishing attacks using your domain.

3. Send Relevant and Engaging Content

  • Segment Your Audience: Personalize your campaigns based on user preferences and behaviour.

  • Avoid Spammy Language: Words like "Free," "Urgent," or "Act Now" can trigger spam filters.

  • Optimise Frequency: Sending too frequently or less frequently can annoy your subscribers or make them forget you.

4. Monitor Email Performance

Track key performance metrics such as delivery rates, open rates, click-through rates, and spam complaints to act on issues timely.

5. Comply with Laws

Keep your emails GDPR compliant, along with other email regulations worldwide, including the CAN-SPAM Act and CASL.

How to Improve a Poor Sender Reputation

If your sender's reputation has been dented, don't worry; it can be improved with dedicated effort. Here's how:

1. Identify the Root Cause

Analyse your email metrics to pinpoint the issue. Common causes include:

2. Implement a Re-Engagement Campaign

Target inactive subscribers with a re-engagement campaign to rekindle their interest. If they don't respond, remove them from your list.

3. Warm Up Your IP

If you’re switching to a new IP or have a tarnished one, gradually increase your email sending volume to build trust with ISPs.

4. Use a Dedicated IP Address

For high-volume senders, a dedicated IP ensures that your reputation isn’t affected by other senders on a shared IP.

5. Optimize Email Content and Design

Keep emails concise and relevant.

Use a professional and mobile-friendly design.

Include a clear and visible unsubscribe option to reduce spam complaints.

6. Work with a Trusted ESP

A good ESP usually has established relationships with ISPs, which can improve your email deliverability and reputation.

Best Practices for Long-Term Success

To ensure that the emails are delivered in the long run and maintain a good sender reputation, here are some factors to consider:

1. Engage First

Engaged subscribers tell ISPs that your emails are worthwhile. Therefore, focus on:

  • Sending timely and personalised emails.

  • Encouraging replies and interaction.

2. Monitor Feedback Loops (FBLs)

Sign up for ISP feedback loops, which will give you reports whenever recipients mark your emails as spam. This helps you take action in time.

3. Keep Your Domain in Check

Avoid using a free email domain like Gmail or Yahoo to send campaigns. Use your business's domain and authenticate it properly.

4. Educate Your Team

Ensure that everyone involved in email marketing knows the best practices to maintain the sender's reputation.

The Impact of a Good Sender Reputation

A strong sender reputation leads to the following:

  • Higher email deliverability rates

  • Better engagement and conversion metrics

  • Enhanced trust and credibility with ISPs and subscribers

Conversely, a poor reputation can severely impact your marketing efforts, causing lost revenue and damaged brand image. Investing time and resources into monitoring and improving the sender's reputation is non-negotiable for successful email campaigns.

Conclusion

Sender reputation is the backbone of effective email marketing. Regular checks on your reputation, best practices, and corrective actions can safeguard your email deliverability and enhance engagement. With quality over quantity and staying compliant with industry standards, you can build a robust sender reputation that supports your long-term business goals.

Appreciate the creator