Sender Score is the first stop for many in determining the health of their IP reputation, and if it isn’t yours, then it should be. IP reputation remains critically important to deliverability, and at Return Path, we can help, by providing you with a free credit rating for your IP address, in the form of a score from zero to 100.
It was once only standout performers within the elusive 91-100 Sender Score band; however, this has now become the norm. Now your email program will standout by not being a best practice sender. Of the volume sent in 2018, 42 percent was by those with a score in the top tier of Sender Score. To further represent the importance of maintaining a healthy IP reputation; Microsoft states it is one of the key gateway checks “… An incoming message initially passes through connection filtering, which checks the sender’s reputation and inspects the message for malware …”.
What is the impact of a low Sender Score?
Our newly released 2019 Sender Score Benchmark found that if your Sender Score is below 91 your inbox placement rate on average will be at least 20 percent lower; meaning those crucial emails will not be getting into your customer’s inboxes.
So how do I improve and optimize my Sender Score?
Understanding how Sender Score is calculated is important; there are eight reputational metrics taken into account.
Today we are going to look at the three you can instantly act upon—complaints, unknown users, and spam traps.
Subscribers complaining about emails continues to be a large driver for poor inbox placement as a result of diminished IP reputation. The trend for 2019 both shows the impact of GDPR through increased levels of messages marked as spam during the ‘GDPR period’ of April to May 2018, but also an increased level of consumer awareness of the emails they are receiving. Complaint rates on emails received from senders with a Sender Score between 11 and 100 saw a doubling of average complaint rate from 2017 to 2018.
No bracket of Sender Score and no best-in-class sender has fully absolved their program of complaints; however, if you do find yourself with a persistent issue, there are several ways by which you can immediately help alleviate this negative metric.
As the name suggests, these are email addresses within your database that do not exist at the mailbox provider. When emailing unknown users, the mailbox provider will respond with a 5xx bounce code, which will negatively impact your Sender Score. Those with a top tier Sender Score of 91+ will on average have an unknown user rate of only 0.9 percent. To keep unknown users off your list, try the following.
A mailbox providers job is to stop bad email from bad senders reaching their valuable customer’s inboxes. One mechanism by which they do this is through the operation of spam traps, which come in two varieties; recycled and pristine. The former are mailboxes which used to be in full operation for a consumer, but activity has lapsed, and mailbox provider has turned them into a spam trap. Pristine traps are mailboxes created for the specific use of catching poor senders; they should never receive any emails.
Underlining the importance of list hygiene, senders that are consistently hitting traps have very poor IP reputation and therefore poor deliverability. So, how do you ensure you are avoiding these traps?
To wrap up, IP reputation remains a key driver for deliverability. Mailbox providers rely on reputation to decide whether to let email through to their inboxed or to filter them to the spam folder. The upshot of this being that Sender Score remains a critical tool for anybody running an email program in today’s world that relies on trust and reputation.
Want to learn more about how reputation impacts your email programs performance? Download the 2019 Sender Score Benchmark.