Email reputation

Your email sending reputation matters

Your sender reputation is more important than the campaign you are running.
If your sender reputation is adversely affected by various blacklists most probably only a few of your emails will actually reach the inbox. This might also have a domino effect on the company ROI when the bounces come back like a tsunami.

IP reputation

Alongside with your domain reputation is your IP reputation. If you send your email campaigns using a dedicated IP which is reserved only for your business strategy you have to make sure this IP is clean and has no blacklisting history. RepHero can make a pre-flight check on your IPs using in-depth historic records and prevent resources spending on a reputation already damaged.

Domain reputation

Your sending domain after the @ is what the receivers rely on as a verified domain that has a history with no spam problems. A newly registered domain will always be scrutinized by eg. Gmail for history and only later it will be accepted as a live domain. Compared to IP lookups, domains are only checked on around ¼ of the lists. In the future, with IPV6 coming up, domain reputation will be of much greater importance than IP reputation, a process RepHero is up to speed with.

What makes a good sender reputation

The most important factors:

  • Make sure you are using an opt-in list and even better a double opt-in
  • Follow the general CAN-SPAM act and the EU GDPR guidelines
  • Do not send from purchased email lists
  • Clean up any hard bounces
  • Use a list hygiene provider
  • Check your domains/IPs for reputation problems – or leave the hassle to RepHero
  • Make sure your DNS is correctly set using: SPF, DKIM, DMARC, RDNS

Jon Postel, the inventor of the SMTP protocol, is known also for these rules:
“An implementation should be conservative in its sending behaviour and liberal in its receiving behaviour” and “Be liberal in what you accept and conservative in what you send”.