identify the kind of sender what an awful situation it was
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As an email marketer, you know that successfully delivering an email campaign and seeing a strong ROI is not as simple as pressing send and hoping for the best.
The success of your email campaigns is largely dependent on a number of factors that need to be considered, monitored and maintained over time in order to get the best results.
If you forget about maintaining your email list health, use non-permission based data or let the quality of your email content slide you can damage your email deliverability in a way that can be difficult to repair.
In this post, we’ll explore what your email sending reputation is, what affects it, and how to repair it if it’s not so great.
What is an email sending reputation?
How do spam filters and receiving mail servers keep up with the cumulative effect of your email campaign sends over time? The answer is sending reputation, and having a good or bad sending reputation can greatly affect whether or not your emails are successfully delivered.
Your sending reputation is tied to the domain you are sending your emails from. As a result, your sending reputation will follow you wherever you send with that domain and as such, this is why it’s important to you as a sender to take responsibility for and work on protecting and improving your sending reputation wherever possible.
How to tell if you have a bad sending reputation
A surefire way to find out the health of your sending reputation is to look at your results over time. The longer the period of time and the more email sends you can look at, the better.
What you’re looking for are patterns, trends and irregularities. The industry standard for open rates is at least 20%, so if your open rates are significantly lower than that or have been dwindling over time, that’s a strong indicator that your sending reputation may be on the decline.
Steadily declining open rates are one of the clearest indications that your sending reputation is in need of repair and this can be a problematic cycle to get into. Mail servers notice the lack of engagement with your emails and may block, bounce or route your emails to junk automatically – this, in turn, leads to even lower rates of engagement that damage your sending reputation further and the cycle continues.
A damaged sending reputation most clearly manifests as poor or declining open rates and it can also influence the decision of some receiving servers to bounce your emails.