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List Quality And IP Reputation: Crucial Aspects In Email Deliverability

Why list quality and IP reputation are crucial in email delivery

Marketeers consistently need to deliver emails to their subscribers in order to sustain a long-term relationship with them. But, an effective delivery of emails for marketing events depends on eCommerce and other marketing business functions that are essential for a company to grow and engage with its customers.

But, sending emails to every recipient has created extreme difficulties for many marketers when it comes to email marketing. Despite email content being in compliance with CAN-SPAM laws, they can still trigger spam-junk filters that are used by major ISPs.

The success factor that plays a vital role in any email marketing campaign is list quality. This is a strategic investment, which must be secured and protected from abuse and nurtured-well to boost the maximum value through high-percentage deliverability. Valid opt-in email addresses are those that are directly addressed to the recipients’ information – is the minimum baseline for achieving success.

At first, customers’ email addresses were collated and perhaps entered manually in the system by marketing executives, so it is necessary to remove those malformed email addresses for your mailing list. Another factor that can affect you in the path of your success is age of the mailing list. Executive job roles change from time-to-time or simply withdraw from an older mail account can lead to higher bounce rate. The ISPs will take action accordingly, if the bounce rate surpasses about 5 per cent, and that is easy for you to reach at a threshold point.

You need to update your mailing list at regular intervals, or else it might lead to increase in spam compliant rate. To illustrate; customers often forget with whom they had tied their business knots, and fails to recognize a sender. As a result, if the customers hit the spam button, and your mail gets blocked by the customers.

Another significant factor in determining email deliverability is IP reputation management; i.e., whether your mail was marked as spam or straightly goes into your recipients’ inbox – this determines your sender reputation score. The sender reputation is associated with the IP address of the mail server, which you are using to send mails to the recipients. It acts as an indicator to ISP – as the trustworthy source of the email, which is being delivered to the recipients.

ISP tolerance for spam filters have become more stringent, and should keep your spam rate under 0.1 percent. In email deliverability, senders are recognized or identified by using IP address of their mail server, and serves as the most influential factors to deliver success or failure in email deliverability.

So we suggest you to carefully set up and maintained your sender reputation over time. Eliminate mailing addresses of those executives that have not been contacted by you at once. Once your sender reputation is well-established, an older email address can be added in your mailing lists to further your marketing campaigns, as long as complaint rates and bounce rates are monitored closely.

In layman’s terms, the reputation of a company’s sending server is like an individual’s credit score. In the event that it gets to be flawed, the shots of email reaching to the recipients’ inbox are extremely poor. The most difficult and challenging process is that different ISPs aren’t having methodologies that are dynamic and unpublished, or when recipients who have already opted-in subsequently changed their opinion and labeled the email as spam.

The IP address that marketeers will use as a source sender address must have an unblemished reputation online and shouldn’t exist on any ISP backlist. The ISPs are also looking at the IP reputation of the sending domain as well. Sending mails from the same domain where the mail addresses were submitted, is vital, so if the need emerges to use another domain as an aftereffect of reputation issues. More importantly, it should match the origin of the domain under the possible circumstances. The surest way for an email address to find its own way on to an ISP blacklist is to track the records of recipients’ complaints or to generate messages that are recognized as spam.

To ensure successful deliverability, there must be a domain working harmoniously with ISPs to guarantee their respective clients are not tormented with useless, undesirable mail. Also, senders must have the potential to reach mailbox while maintaining a clean spam record and a built up Internet reputation. You can contact a professional marketing expert that helps you to clean, maintain, and updated records stored in your email database.

Also Read: Email marketing: Permission-Based and Opt-In Email Marketing

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