Monday, 26 March 2012
how to improve email reputation | learn email reputation
1. Use Reputable Domains for Links
If your email contains untrusted links, it may result in being flagged by spam filters and placed in the junk folder. Practically, this means avoiding untrusted links generated from link shortening services (Bit.ly, Tiny URL, t.co, etc). Spammers frequently abuse these services and ISPs will look twice when they see these links. Trusted link sources include the links generated from email service providers such as Automation Links in Infusion soft.
2. Segment Your List & Send Less
With careful discipline to not send to everyone on an email list, the sender is able to deliver targeted messages to people who are truly expecting it. Response rates increase, subscribers are happy and so is the business. Narrow segments give the marketers more liberties to take with recipients. For instance, if we have a customer event in Dallas, TX, we would have higher response to emailing recipients in Texas versus the other 49 states. The takeaway is to send responsibly.
3. Encourage Recipient Engagement
In simple terms, this means enticing recipients to show images, white-list the email sender, click the links and frequently open the emails sent to them. ISPs track these actions to judge whether people want your email and in turn, places messages in the inbox or the junk folder accordingly.
4. Limit Emailing Fatigued or Old Recipients
In the same way ISPs look at engagement, they also score the reputation of senders negatively based on how often they hit old, unresponsive or false inbox's. This is a sign of a ‘dirty’ list and irresponsible sending practices. If an ISP hasn’t seen a steady stream of good emails, a message will more than likely hit the junk folder or at the very least, throttle the sender down. The practical advice here is to stop emailing people who have not responded in several months. An old email list is a risk waiting to happen and could lower your reputation as a responsible email sender.
5. Write Clean Email Content
Many marketers often focus too much on their words and content when it comes to hoping to hit the inbox. Too much focus means changing words from “free” to “f.r.e.e.” This isn’t a wise or proven practice – and will hurt inbox placement. (These email marketing tips are better.) Write your emails for humans by making them to the point and look like a reputable email. To assess email content, try using a tool based on industry-accepted Spam Assassin as it will score an email based on the image-text ratio, links and thousands of additional criteria. Infusion-soft users get this technology built into their email editor, but a free solution is available for Windows users to test their email messages, too.