Delivery Success and Email Reputation Management
Reputation has to be earned, and can never be bought!
How can we improve our deliverability rate and performance? The world of deliverability can seem to be a battle between marketers and ISPs.
ISPs want good email in their mailboxes, but with a generally accepted figure of at least 90% of email volume being SPAM, ISPs have had to respond and implement tough filters to protect their users. Email delivery can be broken down to 3 main scenarios with email being delivered to the inbox, the spam folder or with the ISP refusing to allow the email into the mailbox at all. The ISPs have a complex system for making these decisions by analyzing senders and email content to assess how email should be handled. Successful deliverability can only occur if senders follow good practices and maintain a good reputation.
How much does reputation matter?
In this section of the Best Practices Guide we will cover the following:
• What is Sender Reputation?
• How is it used by ISPs?
• How is reputation calculated?
• How to build a reputation from scratch?
• The 5 Key Elements to Good Reputation
• What is a Spam Trap or Honey Pot?
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