2 components for better understanding email reputation
Everyone wants to have a good name and hold a positive place within public regard. This overall quality seen and judged by others is often referred to as a personal reputation. In the publishing world, a positive email reputation is similar to a personal reputation and equally as important. The better your email reputation, the better your chances of making it to the inbox, the better your chances of reaching your customer and potentially generating revenue.
Email reputation is a record of your email actions, which is used to predict your future efforts. For instance, if you consistently send out a newsletter on the same days and at the same times, your dedicated email recipients will most likely take note of this. To these recipients, a positive attribute of your reputation will be consistency.
So what are the necessary elements for positive email reputation? There are several main components that make up your reputation. We are sharing 2 of them with you, help you better facilitate your email marketing programs:
- Volume of Email Sent. This first component directly links to the previously mentioned anecdote. The more consistency you send from month to month, the better your reputation will be. However, there are a few mistakes that can be made pertaining to volume that will send red flags to your recipients.
A spike in sending your emails is one thing to avoid. An increase of up to 10% from one month to the next is acceptable, but that is the highest you should strive for. Going beyond the 10% point will look suspicious and make it easier for your email to be deemed as spam.
Furthermore, very light sending is also an issue to avoid. Sharing an IP address, where multiple publishers are sending from the same IP, might appear to be an enticing benefit for small mailers to increase their volume, but it can still pose as a problem. Your email marketing programs should remain balanced in terms of amount mailed, to be most beneficial.
- Bounce Rates. When you receive a bounce, it means the email you are trying to send is not deliverable. Often time this means the email address you are trying to reach does not exist. Take note of the bounces you receive. Ideally, you should remove undeliverable addresses on a regular basis so your bounce rate stays low.
The lower your bounce rate is, the better your email reputation will be. Chances are, in any mailing you make, there will be some bounces. It’s a fairly hard thing to avoid since you are not ultimately in control of whether or not an address is legitimate.
A single digit bounce rate is not be a problem but if your bounce rate is 30% or more, your email reputation will become damaged. Being proactive with your email strategy will keep your numbers low and reduce the chances of being considered a spammer.
Consistency is a good word to remember while considering these two components of having a positive email reputation.
Maintaining a set schedule for your dissemination of emails will engage readers. They will expect to hear from you on these specific days. Don’t disappoint them as they may be relying on the information you are sharing with them through your email marketing programs.
Paying close attention to your bounce rate and removing undeliverable email addresses on a regular basis will keep your rate low.
Addressing these two components will help in maintaining a positive email reputation.