Your email reputation is crucial for deliverability. With Cendyn CRM, you can optimize your infrastructure and maintain a strong standing with email service providers to ensure your messages reach the inbox, not the spam folder.
One of Your Most Important Assets: Email Reputation
If your domain and IP address don’t have a good reputation, your emails won’t reach your recipients' inboxes.
Due to its popularity and unique ability to communicate with users, email has become overrun by spammers. Approximately 90% of all emails are spam (source: MAAWG). As a result, email service providers (ESPs) like Gmail, AOL, Yahoo, and MSN/Hotmail have launched an all-out war against spam. While this has improved our inboxes, it also makes managing your email reputation critical. If it’s not spotless, your emails will be caught by ESP spam filters.
Think of it Like a Credit Score
Think of your email reputation like a credit score: a bad reputation will hurt you, but having no reputation can also be damaging. If ESPs don’t recognize your IP or domain, they may assume the worst and filter you out, at least initially. Given the high volume of spam, this assumption is understandable. That’s why much of our discussion on best practices focuses on building and maintaining your email reputation.
Our goal is to ensure your email infrastructure is optimized so that emails reach the inbox. We test the reputation of all IPs before assigning them and use the authentication methods required by major ESPs.
Key Questions for Maintaining Your Reputation
Beyond setting up your infrastructure correctly, we provide tools to answer key questions:
- Are your emails being delivered? If not, why?
- Is a recipient’s ESP throttling traffic? If so, why?
- Are messages bouncing due to incorrect domains or outdated addresses?
- Are recipients unsubscribing or reporting spam?
- Are recipients interacting with your emails by opening them or clicking on links?
You should use this data to ensure compliance with ESP guidelines and adjust your email practices to maintain good standing.
We provide the tools you need to establish a strong sending reputation, but ultimately, it’s up to you to send emails properly. Some email service providers use fear tactics (F.U.D) around email deliverability to sell capabilities that supposedly guarantee inbox placement. However, the truth is that your actions, as the sender, play the most significant role in deliverability.
Best Practices for Building a Strong Sending Reputation
By following a few rules (and properly authenticating your audience’s emails), you can build an excellent sending reputation:
- Only send emails to recipients who have signed up to receive them via your website, application, or service, and always send a confirmation link to verify their email address (i.e., "double opt-in").
- Track your email performance and adjust your sending practices based on feedback from ESPs and recipients. For example, avoid sending emails to those who have unsubscribed or reported spam.
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