The delivery of your emails depends on your reputation!

Remember to build your reputation as a sender before emailing your campaign. Here are 6 criteria to check out and 12 tips to apply to tackle them!

The delivery of your emails depends first on your reputation

Any type of business conducts email marketing campaigns. The success of a prospecting campaign, clients or subscribers can be summed up in one word: Message delivery.

Do they reach recipients’ inboxes?

While everyone is looking to improve the deliverability of their emails, some beginners (and even some professionals looking to improve their skills) don’t realize Sender reputation issues

Are you ready for reflux vaccination (email not delivered)?

Roll up your sleeve, the shot is free.

6 criteria that determine the reputation of the sender

to determine the Sender’s reputationInternet service providers (ISPs) and servers that route your email messages (email routing) take into account different criteria. Above all, get a good professional email marketing software to create the perfect newsletter.

Email messages

They check email campaign emails and notice sores (list not exhaustive):

1 – Determine your IP address

Your company doesn’t show an IP address that allows it to be authenticated, but rather exposes itself to a complete and simple stop to route its emails. ISPs don’t mess with spam.

2 – Authenticate your domain name

As a sender, you don’t show who you are? Do you use unprofessional email addresses? It is difficult in its circumstances to identify you and associate your messages with your domain name with your company. You seem suspicious as a sender.

3 – How do email clients interact

Have all the emails you send been declared as spam or complaints? Consider retraining… Conversely, if the opening rate is correct, the carriers send a positive signal: you score points for your reputation.

4 – Behavior of spam filters

These filters react according to the reputation of your domain name, your IP address, as well as according to different declared rates (unsubscribe, spam, complaint, NPAI, etc.). They make it possible to fight against all forms of spam such as phishing or hacking.

5 – Your html code and compliance with technical rules

Ignore the DOCTYPE tag, or send for example one image (or just images) in the body of your email and you risk looking like a spammer forcing the reader to click on the image in order to capture information about the recipient.

6- Beneficiaries’ reactions

Do they show positive or negative interest? What are the procedures: Regular open rate? Great sign! The skyrocketing unsubscribe rate? Too bad: What’s wrong? Content, person or time of reception?

12 Tips to Follow to Earn the Trust of ISPs, Emails and Recipients

Based on their observations, it is recommended to use email platforms to demonstrate surgical accuracy: they strongly advise respecting the basic principles that allow you to maintain your good reputation as a sender.

Send by email

The platforms have proven reliability and performance, and recommend these 12 actions to take:

1 – Use a security protocol to identify yourself

Drop the masks! Display your domain name clearly by associating it with your IP address. Use a security protocol that allows you to authenticate as a sender and associate your professional email addresses with your domain name, such as SPF, reverse DNS, or DKIM.

2 – Whitelist your business allows you to whitelist your domain name, IP address, and professional email addresses that are recognized by ISPs for their quality.

3 – Enter your email address “abuse”

Another way to show your ISP credentials is to enter your email address like ” [email protected] » on

4 – Include your work in an official directory

WHOIS is a domain name clue that is known to send a strong and positive signal to your ISP WHOIS: your email addresses, IP address, and domain name must be registered there

5 – Don’t use a “noreply” email address

titled like ” [email protected] »you leave with a double handicap: anti-spam filters interpret this type of address negatively, and recipients get frustrated at not being able to respond.

6 – Don’t buy email addresses

why then ? Because you have no guarantee that this contact list is eligible. In this case, your contacts want to receive messages about your activity, and also because you can send an email to a “snitch” address, designed specifically to catch spammers!

7 – Respect the rule of thumb

Ask permission before entering someone’s home, you will always be better received. Obtain an email address by asking its owner to consent to receiving messages from you. Building a quality email list takes time: be patient and regular in your efforts!

8 – Include an unsubscribe link

It’s mandatory (CNIL hours) and above all you just have to keep interested contacts for newsletters or email! Improve the quality of your email database!

9 – Manage and clean your contact lists

Basis: Segment your contact lists according to areas of interest, purchase path, loyalty score, etc. Select and remove bounce messages from your contact lists, update email addresses, and remove addresses of people who have unsubscribed.

10 – Personalization

C’est simple et efficace comme “bonjour”: identifier la personne par son nom ou son prénom (avec un “madame” ou un “monsieur” devant, c’est la base de la politesse et la marque de votre considération, relation client forced.

11- The attention of the recipients

The secret is to send the right message to the right person at the right time. Take into account all the criteria that attract the attention of your subscribers: relevant information, exceptional or exclusive promotion, invitation to an event, participation in a survey, etc.

12 – Get involved in the fight against spam

Get closer to committed players like Signal Spam or SNCD. Run an anti-spam watch. Pass anti-spam certifications.

In the current context, as anti-spam rules become more stringent in the face of commercial requests via the email channel, it is imperative that you take care of your reputation as the sender.

Many companies have chosen to use professional email software to build irreplaceable trust in the eyes of ISPs and email clients, thus maintaining a competitive advantage in the long run.

Some believe that they can manage their own affairs and improve the compliance of their contacts with a free solution: this is possible in some cases where professionals seasoned with delivery rules act with caution … to a certain extent.

The credit protection you have been given is a valuable asset, hard to earn back in the event of a default.

Don’t miss the walk, there is no stretcher if you carry yourself.

note: More tips on differential, from here !

Featured image credit: iStock by Getty Images

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