Landing in your subscriber's inbox is getting more challenging by the day, especially if your email sender reputation is poor. This is why we wanted to share with you what can impact email sender reputations so you can avoid them in the future.
What Is A Sender Reputation?
An email marketing sender reputation is made up of multiple factors which are used by inbox providers to judge the trustworthiness of your brand. For example, a brand with a good sender reputation is more likely to land directly in a subscriber's primary inbox. On the other hand, if a brand has a poor reputation, the emails can end up in spam folders or even not be delivered overall.
What Can Impact Your Email Sender Reputation?
Email Sending Strategy
Inbox providers observe the frequency of emails which your brand sends. Sending multiple emails within a short period of time can overwhelm subscribers, which can therefore lead to a series of spam complaints. Meanwhile sending too few emails can reduce subscriber engagement which can also affect reputation.
Developing and building an email marketing sending strategy based on subscriber engagement to contribute to improving key metrics.
Email Content
Inbox providers asses your brand emails with spam filters before they reach your subscriber, they will determine whether or not the email should reach the inbox. Spam filters have been designed to be challenging, reducing the chance of spam reaching the inbox.
For example, content filters can detect and recognise “usual” spam emails through language used before they land in an inbox. Constantly developing to allow them to understand new types of spam content.
Email Sending Infrastructure
Not only do inbox providers access the volume of emails and the content but they also your sending domain and IP address. Depending on this it determines whether your emails land in your subscriber's inbox or not. A way to alleviate this is by verifying your brand's identity to inbox providers.
What Can Negatively Influence Your Brand's Email Sender's Reputation?
Poor Engagement Rates
Email engagement rates indicate how many subscribers interact with your email, retaining a high engagement rate is vital to maintaining a positive deliverability score.
High Unsubscribe Rates
Unsubscribe rates represent the amount of subscribers who decide to opt out of your email marketing efforts. It is key to keep this rate down as this represents your content as being engaging or valuable to your subscribers.
Poor Account And List Health
Ensuring your list is filled with engaged subscribers to then place into segments is important to maintain good deliverability.
Why is maintaining a good sender reputation important? Overall, it plays a vital role in email deliverability. Building up a positive sender reputation is something which should be constantly incorporated within any email marketing strategy.
Have your email marketing efforts become stagnant? Get in touch today with mira marketing, experts in email marketing to see how we can refresh your strategy. We have a team of email experts ready and waiting to transform your brand.