Why Your Sender Reputation Is Key to Getting Your Emails in the Inbox

Author: Corina Leslie

January 14, 2019

Stellar, highly-customized content is just your first step in running a successful email marketing campaign. That’s where marketing begins, but making sure your emails reach the inbox of your subscribers matters more than anything. This is where your sender reputation – and email verification – makes a major impact. Internet Service Providers (ISPs) care about it the most, and so should you.

What is a sender reputation and how can you strengthen it? That’s what we’re going to talk about today, so stay with us.

If you’ve been involved in email marketing for a while, you’re probably familiar with the term. If you aren’t, chances are you understand what it means, but maybe don’t fully grasp its significance.

email validation

An email sender reputation is a score that ISPs assign to someone who sends emails, based on certain criteria, such as sending behaviors and overall recipient reactions.

What determines your sender reputation?

  • the number of emails you send
  • the accuracy of your email list
  • your bounce rate, open and click-through rate
  • the percentage of recipients who label your emails as Spam
  • the level of engagement your emails receive
  • the number of emails that hit spam traps rather than genuine email addresses

Why is your sender reputation crucial to your email deliverabiliy?

For the same reason your professional reputation is important when it comes to getting a new job or landing a new contract. People care about what you’ve done in the past – the quality and value of your work, your ability to meet deadlines and to help an organization grow.

ISPs operate under a similar “mindset” – they gather information about your past behavior to determine whether you’re a legitimate sender. Depending on what they find, they decide if they’re going to support you, or deliver your emails in people’s Spam folder. If your score has worsened over time, ISPs won’t deliver your emails at all.

email verification

Our best tips to improve your sender reputation

You didn’t think we were going to approach this topic without giving you a few tips to help improve your sender score. Let’s dive in!

Avoid sending too many emails at once: warm up your IP by sending out your emails in batches. Yahoo, for example, only allows 200 emails a day per IP for the first five days. You can learn more about this by reading our Email Deliverability Guide.

Use a safe email list: by “safe” we mean free of invalid and inactive addresses. Use an email verification tool every once in a while to make sure your list is up to date. There’s nothing that can affect your sender reputation more than poor data quality.

Double opt-in is safer: if you don’t use the double opt-in subscription method, consider it from now on, as it helps you maintain better email hygiene. Ask your new subscribers to confirm their addition to your mailing list, and you’ll also see a higher engagement.

Protect your list with an email verification API: it protects your list more effectively by preventing bad email addresses from joining your list. An email verification or email validation API stops temporary, abuse, catch-all, and misspelled addresses in their tracks.

Send personalized content: your subscribers’ engagement with your content has a significant influence on your sender reputation. So get to know your audience, learn what they like and what they expect from you. The higher your click-through rate, the more solid your reputation.

For more tips on succeeding with your email marketing, read our Top 10 ideas for 2019!