If getting messages delivered to your subscribers is important to you, then your sender reputation should always be something in the forefront of your sending strategy. Sender reputation is typically built on the IP and domain you are sending from; this is similar to your credit history where your reputation is built on your "spending" or in this case, sending habits. If you don't follow sender best practices, such as sending only to opted in lists, sending at a consistent volume, or following email content rules, your reputation could be negatively impacted.
Remember, if your sender reputation is poor, then your deliverability is likely to suffer. To avoid falling into bad habits, let's take a look at some recommendations to maintain a positive sender reputation.
Techniques to maintain a good sender reputation
- Ensure that the domains you use to send "from" through our platform use the proper sender authentication.
- Send at a consistent volume. Try to avoid spikes and dips in frequency and list size.
- Maintain an active list of engaged subscribers, as well as opt-outs and unsubscribers. Remember that you will not send to opt-outs and unsubscribers.
- Check your content for spam triggers, such as exposed URLs, short links, excessive image use, suspicious subject lines.
- Promptly unsubscribe hard bouncers because this can harm deliverability to your engaged individuals.
- Provide a clear way for recipients to unsubscribe from your mailings. This will deter recipients from marking your messages as "spam." Periodically test the functionality of your opt-out/unsubscribe process to ensure that it is working properly.
- Avoid using any lists that have not been directly obtained by your organization. These may contain spam trap email addresses, increase complaints, and cause blocklistings.
- Always send your mailings out in the smallest possible batches. You can use our distributed email option and target your message to smaller groups.
- Send mailings to your subscribers in a recognizable pattern (use similar Friendly From lines and Addresses, send at a consistent frequency).
- Before publishing your mailing, make sure you read through your content to make sure there are no major spam triggers.