Learn all about email reputation score and how it can impact your go-to-market strategy.
In today's digital age, email marketing is an essential tool for businesses to reach their audience and drive sales. However, with the abundance of spam emails flooding inboxes, it's critical to maintain a good email reputation score. This score is crucial in determining if your emails reach their intended recipients and are not filtered out as spam. In this article, we'll take an in-depth look at email reputation score: what it is, why it's important, and how to improve it.
Email reputation score, also known as sender score or email deliverability score, is a number assigned to your email sending domain or IP address. It's calculated based on various factors and ranges from 0 to 100. A high email reputation score indicates that your emails are more likely to reach your intended recipients' inboxes, while a low score means your emails may be flagged as spam and filtered out.
Put simply, email reputation score is a measure of how trustworthy your emails are to email providers. It's a score assigned by internet service providers (ISPs) and mailbox providers to your IP address or sending domain based on your email sending practices. Email reputation score is determined using a range of factors, including your email engagement rates, complaint rates, and bounce rates.
Engagement rates refer to how often recipients open and interact with your emails. Higher engagement rates indicate that your emails are relevant and valuable to your subscribers, which can improve your email reputation score. On the other hand, low engagement rates can negatively impact your score, as they suggest that your emails are unwanted or uninteresting to your subscribers.
Complaint rates refer to the number of recipients who mark your emails as spam or unwanted. A high complaint rate can significantly damage your email reputation score, as it suggests that your emails are unsolicited or unwanted by your subscribers. To avoid high complaint rates, it's important to ensure that your subscribers have opted in to receive your emails and that you're sending relevant content to them.
Bounce rates refer to the number of emails that are undeliverable and returned to the sender. High bounce rates can negatively impact your email reputation score, as they suggest that your email list may be outdated or contain invalid email addresses. To reduce bounce rates, it's important to regularly clean your email list and remove any invalid or outdated email addresses.
Your email reputation score can significantly impact the success of your email campaigns. A poor reputation score can limit your ability to send emails, lead to emails landing in the spam folder or not being delivered at all, and damage your brand's reputation. By contrast, a good reputation score ensures that your emails are more likely to be delivered to your customers, improving your email campaign's overall success.
Improving your email reputation score requires a consistent effort to maintain high engagement rates, low complaint rates, and low bounce rates. By regularly monitoring and improving your email sending practices, you can ensure that your emails are reaching your intended recipients and driving the success of your email campaigns.
Several factors impact your email reputation score. These factors are critical to ensure that your email campaigns make it to your customers' inboxes and avoid being marked as spam or undeliverable.
Your sender's IP address is a crucial factor in determining your email reputation score. Your email's IP address is associated with your sender's domain and plays a significant role in determining your email's deliverability. Ensuring that your IP address is not associated with other businesses or individuals known for spamming can significantly impact your email reputation score.
It's important to note that some email service providers use shared IP addresses, which means that multiple businesses or individuals use the same IP address to send emails. In this case, it's crucial to ensure that the other businesses or individuals using the shared IP address are reputable and follow email marketing best practices.
The content of your emails plays a part in determining your email reputation score. Ensure that your emails are high quality, without spammy keywords, or malicious links. Use a balance of visual and text-based content and clean HTML code to ensure that your emails are professional and well-received by recipients.
Additionally, personalization and segmentation of your email campaigns can improve your email content quality. By tailoring your emails to specific groups of recipients, you can provide more relevant and valuable content, increasing engagement rates and improving your email reputation score.
A bounce is an email that's undeliverable because the email address is invalid or no longer exists. Bouncerate is a significant factor in your email reputation score, and high bounce rates can damage your score. Ensure that your email list is up-to-date and that you routinely remove inactive or invalid email addresses to reduce your bounce rate.
Additionally, some email service providers offer feedback loops, which allow you to receive notifications when a recipient marks your email as spam or when an email bounces. Utilizing these feedback loops can help you quickly identify and remove invalid email addresses from your list, reducing your bounce rate and improving your email reputation score.
A spam complaint happens when a recipient marks your email as spam. Spam complaints are significant negative signals for email providers and can significantly damage your email reputation score. Limit the number of spam complaints by keeping your email list clean, providing valuable content, and using opt-in email marketing strategies.
It's important to note that some recipients may mark your email as spam simply because they no longer want to receive emails from your business. Providing clear and easy-to-find unsubscribe links can reduce the likelihood of recipients marking your email as spam and improve your email reputation score.
The number of people opening, clicking, and replying to your emails impact your email reputation score. Engagement rates are essential because they demonstrate to email providers that your recipients find your emails valuable. High engagement rates increase the likelihood of your emails reaching your audience's inbox.
One way to improve engagement rates is by providing valuable and relevant content to your recipients. By understanding your audience's interests and needs, you can tailor your email campaigns to provide content that resonates with them. Additionally, providing clear and compelling subject lines can increase open rates, while including calls-to-action can increase click-through rates and improve engagement rates.
Monitoring your email reputation score is critical in ensuring that your email campaigns are successful. With a good email reputation score, your emails are more likely to land in your subscribers' inboxes and not in their spam folder. This, in turn, increases the chances of your subscribers opening and engaging with your emails.
Various tools are available to check your email reputation score. These tools make it easy for you to monitor your email reputation score and take steps to improve it if necessary.
Popular email reputation score tools, such as Sender Score, can give you the information you need to improve your email reputation score. These tools analyze your sending history, domain reputation, and authentication to provide a detailed report on your email reputation score.
Sender Score, for example, assigns a score to your IP address based on various factors such as email volume, complaint rates, and spam trap hits. The score ranges from 0 to 100, and a higher score indicates a better email reputation.
Other email reputation score tools include Barracuda Reputation Block List (BRBL), Spamhaus, and Cisco Talos. These tools provide similar information to Sender Score and can help you identify any issues that might be affecting your email reputation score.
It's essential to monitor your email reputation score over time to ensure that you can identify any changes in trends. This monitoring lets you tweak your email campaigns as needed and note changes that might occur in your domain's reputation over time.
You can monitor your email reputation score by using the same tools that you used to check your score. These tools often provide historical data that you can use to track changes in your email reputation score.
In addition to using email reputation score tools, you can also monitor your email campaigns' engagement rates. If your open and click-through rates are declining, it might be an indication that your email reputation score is also declining.
By monitoring your email reputation score and taking steps to improve it, you can ensure that your email campaigns are successful and that your subscribers receive the emails they want and expect from you.
If your email reputation score is low, there are several steps you can take to improve it. Here are some tips:
Authenticating your email is a vital step in improving your email reputation score. Ensure that you use a valid sending domain and authenticate your email using technologies such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC).
Ensure that you maintain a clean email list regularly by verifying email addresses, removing inactive email addresses and invalid email addresses, and using opt-in email marketing strategies. By doing this, you reduce your bounce rate, spam complaints, and subscribers who are no longer interested in receiving your emails.
Ensure that you optimize your email frequency and delivery times. Too many emails can be off-putting and increase the likelihood of spam complaints, while too few emails can lead to declining engagement rates. By finding a balance, you can improve your audience's engagement and decrease the likelihood of complaints.
The subject line is the first thing that recipients see, and it's essential to make it compelling to improve your email open rates. Avoid spammy or generic subject lines and instead craft subject lines that hint at the value your email offers or pique your audience's interest.
Finally, ensure that your email content offers value to your audience. Provide blog posts, announcements, discounts, or other content that keeps your subscribers engaged and excited about receiving your emails. By doing this, you can improve your engagement rates and build a positive email reputation score.
Improving your email reputation score is critical in ensuring that your email campaigns are successful. By implementing the tips outlined in this article, you can improve your email engagement rates, reduce your bounce rates and complaints and ensure that your emails enjoy maximum deliverability to your intended audience.