8 Best Practices to Protect Your Email Reputation

You spend weeks developing your latest email campaign only to receive terrible results. Your bounce rate was astronomical and barely anyone engaged with the campaign. This is a marketer’s worst nightmare. The likely culprit? A bad email reputation.

The best way to ensure the deliverability of your emails is to maintain a healthy email reputation. Internet service providers (ISPs) constantly come up with new ways to block spam- creating a never ending battle for marketers who just want reach their intended audience and protect their company’s sender reputation.

If you’ve found yourself struggling to maintain a good email reputation, this post is for you. Keep reading.

8 Steps to Improve Your Email Deliverability Rate 

1. Maintain a healthy email list

Emailing bad contacts is one of the fastest ways to get marked as spam, which can easily be avoided by keeping your email list healthy. Here are a few ways to do it:

2. Abide by the CAN-SPAM law

Once a recipient expresses that they don’t want to receive emails from you, their request must be honored within 10 business days. As a best practice, we suggest removing the contact and adding them to your “do not email” list as soon as possible to avoid any further communication.

3. Monitor the metrics that impact your email reputation

Here are some important metrics to pay close attention to. If these numbers get too high, you risk getting blacklisted.  Should you be blacklisted, your email marketing program will take a huge hit. Consider this: IP addresses appearing on just one of the 12 major blacklists had email deliverability 25 points below those not listed on any blacklists (source).

4. Make it easy for recipients to unsubscribe

You may think that hiding the unsubscribe button will reduce opt-outs. However, we do not reccommend that you do so.  The harder it is to unsubscribe from your emails, the spammier your message comes across.

5. Don’t be misleading

Don’t use misleading subject lines. The subject line must accurately align with the content of your email message. And, it’s important to pay close attention (source):

6. Make sure your HTML and plain text match

All HTML messages should include a matching plain text message. Believe it or not, if they don’t match, email providers are more likely to mark your messages as spam.

7. Be engaging.

Sure, marketing is all about promoting your products and services, but there are other ways to do this effectively that aren’t necessarily a hard sell. Engage your contacts and provide them with valuable and relevant information.

If your recipients find your content valuable, they’ll want more of it. Valuable content will also increase your open rate, CTR, and other valuable email metrics, thus improving your deliverability.

8. Set up sender authentication

Sender authentication verifies your identity and allows you to claim responsibility for the emails you send. Setting up sender authentication helps your email reputation. Here’s how:

Key Takeaways

Although it can be difficult to manage your email reputation, marketers should still make their email reputation a priority. Even as countless publications claim email is dead, the channel continues to deliver excellent results. Consider these statistics:

What best practices can you add to the list? Let us know in the comments below!

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