Poor Deliverability Cause #1: Negative Sender Reputation

This is part two of our six-part blog series addressing the top five common causes of poor deliverability. Click here to start from the beginning.

Maintaining a positive sender reputation is vital to the success of your email program. Sender reputation is an indication of the trustworthiness of an email sender’s IP address and sending domain. Mailbox providers take various metrics into consideration to determine your sender reputation, including spam complaints, mailing to unknown users, industry blacklists, and more.

With each campaign you send, you are building your reputation and giving mailbox providers more data points from which they can determine whether to deliver your mail to the inbox or the junk or spam folder, or block your mail altogether. Because you are being constantly monitored and judged by these ISPs, it’s important for you to know what your sender reputation is. Using a tool like senderscore.org, which scores your sender reputation on a scale of 0-100, you can keep your sender reputation in check and see what metrics may be causing your sender reputation to be less than perfect. Once you know how you are viewed in the eyes of the ISPs, read our 2016 Sender Score Benchmark Report to see how you stack up against others in your industry.

Got a new IP address? One way to ensure you are building a positive reputation from the beginning is to properly warm-up your IP address. Learn more about this process here.

Once you have fixed and are monitoring your sender reputation, its time to look at the second possible cause of poor deliverability: high complaint rates.


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