Reputation plays a fundamental role in the delivery process of email communications. What it is, how it is measured and what we can do to generate and maintain it are some of the mysteries that we reveal below. The prestige or credit we earn as a sender is directly related to the origin from which the campaign is carried out. On the one hand, by the sender brand or sender, that is, the domain we choose to send and, on the other, by the IP (Internet Protocol or identifier of a computer connected to a network) from which the sending process is executed, for example: The key strategy to generate a good reputation is to send constant messages from the same domain and IP without complaints from the users who receive the communications. The consequences of not taking care of this aspect can be fatal for the "deliverability" of the emails, including landing directly in the spam folder, or suffering a block by service providers (ISP) or email managers. (Gmail, Hotmail, Yahoo...), which means that the campaign does not reach the recipient and bounces back to the sender. The main reason for these control mechanisms to exist is that, according to Cisco's SenderBase, 85.9% of shipments made worldwide are spam.
What more can we do to maintain a good reputation among managers? Reputation is achieved by sending (well): Planning campaigns regularly and maintaining a logical volume of shipments is essential to generating a good reputation. Sending many shipments at once and then not sending anything again or exponentially increasing shipment volumes in a short time are practices that penalize reputation. However, maintaining a regular frequency will not only generate a good image with ISPs and email managers, but also with recipients, who will perceive the shipping service as serious Oman Telegram Number Data and professional. Sending well also means sharing interesting and relevant content. If users do not open the submissions or, worse yet, if many mark it as spam, the sender's reputation will also be damaged. Likewise, the html structure of the submission is essential and must always comply with the design standards and good practices recommended by ISPs. Maintain the quality of the database: Having a high volume of non-existent or incorrect accounts greatly penalizes the reputation, so before the first sending you must try to have the database as healthy as possible of poorly written and temporary accounts . When dealing with a very voluminous database, the ideal is to start sending gradually, without impacting all users at once.
In this way, the IP and the sender will progressively "warm up" and we will build our reputation with the ISPs. In addition, you must ensure that bounces are managed correctly and that accounts that bounce and are marked as hard bounces are excluded from subsequent shipments. Make segmented shipments: Especially in the first shipments, it is a good practice to limit the target audience and make relevant communications to those who, due to their actions demonstrate interest in the communications. Facilitate the unsubscription process: Including at least one clear and visible unsubscription link, in addition to being legally essential, is also a way to ensure that the user does not classify the sending as SPAM, in order to directly stop receiving communications. IP and servers: As we have mentioned previously, one of the main factors that will determine reputation is the IP and, in general, the source and structure of servers from which the sending is executed. In this sense, choosing a trusted shipping platform that guarantees good delivery can significantly improve the reputation and positioning of our shipments in the eyes of ISPs. Do not purchase or use databases of users who have not given express consent . In these databases, the origin of the emails is unknown, which in many cases may be SPAM Traps or artificial email accounts that email managers randomly deposit on the Internet (in blogs, forums, websites...) and that trigger an alert that warns of that a sender is engaging in bad practices by sending without express permission.