I’ve been writing about reputation and why it’s so important on this blog for years (the first recorded instance is from back in 2006). I’ve explained why you need to pay attention to reputation, and I’ve even called reputation the “King” (83% of the time).
Why do I think your reputation so important? Before I answer that question, let’s start with a more fundamental one – why is inbox placement important? If you have a million addresses and 20% of your emails are blocked (the historic industry average), you are missing 200,000 subscribers with every send. I feel like the downside to this is obvious, though the specifics can vary by industry. In my conversations with the clients who rely on our services to keep their email in the inboxes that matter, they cite lost revenue as a key problem when emails go missing. But they also talk about things like poor customer experience (especially from missing transactional emails), increased customer service costs (when customers call because their emails are not answered or the answer isn’t delivered), lost branding opportunities and the inability to advance a company’s message to the marketplace.
Which brings us to why reputation matters. Simply put, the reason emails don’t get delivered is because of poor reputation. By understanding the impact email reputation has on email programs, marketers can take immediate, corrective action to ensure higher inbox placement rates (IPR).
Which is why I’m very excited about our latest research study, “The Sender Reputation Report: Key Factors that Impact Email Deliverability.” The report examines how email reputation significantly impacts IPR.
When you review the results of the report, you’ll see why we urge email marketers to examine the critical factors impacting email marketing performance in order to ensure their emails are getting into the inbox.
Some of the key takeaways from this study are:
For more interesting statistics that show why reputation matters, please download the study now.
Meanwhile, we’d love to hear what you’ve done to improve your email reputation in the comments below.