How to Keep Your Email Reputation in Good Standing

The past few years (or months, you could say) consumer technology has advanced at light speed. Through it all, ecommerce companies have adapted to stay relevant with things like mobile websites, apps, social media, and more. But luckily, one strategy is still effective. Email marketing is still an important strategy to focus on so it’s worth investing in and doing right – which means staying out of the spam box. Use these three tips to keep your domain off the blacklists.

Avoid paid lists

Sometimes, paid lists have the potential to bring you new customers. But more often than not, you’re wasting time sending mail straight to the spam folder. You have more control and insight over a list you’ve compiled yourself. This lets you pay attention to engagement metrics and adjust marketing campaigns accordingly.

Use consistent messaging

Over the years, email has made great strides in customization and inbox management. Email services (Gmail, in particular) are getting better at organizing emails based on content. If you stay consistent in your messaging, it will be easier for your customers to train their email accounts to recognize the varying importance of emails sent (e.g. receipts and shipping confirmations vs. promotional offers and coupons).

Maintain your reputation as a sender

When you send an email, the receiver’s ISP assigns it a score. If the score is high enough, the spam filter is triggered. Consistently poor spam scores will get your emails automatically flagged by ISPs, so you must remain in good standing to reach the most amount of people. There are lots of things that can influence your score, but there are two factors you should focus on in particular. They are easily avoided if you practice good data hygiene: sending emails to non-existent users and/or inactive accounts. ISPs can monitor the performance of messages the you send – if they bounce a lot (non-existent users) or pile up without ever being opened (inactive accounts), you’ll hurt your reputation as a sender and your emails will be more likely to be flagged as spam.

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