06 October 2021Back to Blog
Repairing Your Email Sending Reputation
Email marketing can see a strong ROI – as long as it’s done right. There’s no point in setting up automated campaigns or A/B testing your new strategy if your email lands directly in a subscriber’s junk folder. This is where your email-sending reputation comes in. Often neglected by businesses, having a good or bad email-sending reputation can drastically alter your deliverability, open rates and more. Therefore, it’s time to take responsibility and improve your sending reputation as much as possible.
Understanding Your Sending Reputation
Your reputation is tied to the domain you’re sending the emails from so make sure you find out what kind of sending reputation you have. The best way to do this is to look at numerous results that spread across a long period of time. The more emails you look at, the better your understanding of your reputation. Look for any patterns that exist in your results. Look at open rates, content, how many times it was marked as spam. All of these things will tell you something about the deliverability of your emails. You should begin to make connections that will hopefully change the way you send emails in the future.
Email Marketing Tips to Increase Open Rates
Read some tips below on how to improve your sending reputation:
Permission-based lists – You can damage your sending reputation if you send emails to lists where opt-in is not in place. Your subscriber lists should be permission-based. Of course, you can improve your reputation by making sure you send emails regularly to your subscribers. It’s effectively like building a relationship with their inbox – don’t let it forget about you.
Don’t use a free domain address – Sending an email from a Hotmail, Gmail or other free domain address can damage your reputation. Your emails are also more likely to bounce, have a low open rate and receive more spam complaints. These will all cause major problems for your reputation long-term.
Authenticate your emails – Perhaps one of the biggest boosts you can do to improve your reputation is by authenticating your sending domain. This will help any inboxes you are sending to determine the legitimacy of your email. You can do this by putting DKIM records in place by accessing the DNS records of your sending domain and adding a DKIM key. DKIM authentication means that the inboxes you are sending to can determine the owner of the domain where the DKIM is located, did send the email, and that nothing in the contents was changed from sender to recipient.
Content – Dynamic content isn’t just an email marketing trend, it’s also essential for improving your overall sending reputation. Try tailoring your email content for various subscriber lists as this not only improves your open rates, but your engagement in general. Moreover, personalisation means that the recipient is less likely to mark your email as spam. Tailoring your email to your various subscriber’s needs will create a higher ROI.
Consult A Marketing Agency
Your email-sending reputation is key to getting the most out of your email marketing. Yet, a large portion of your subscriber list won’t see your emails if you have a bad sending reputation. This could result in less engagement and fewer sales. Don’t hesitate to start making improvements, the longer you wait, the more money you waste.
If you would like some more information on how creative eCommerce agency 5874, can help you with your email marketing, get in touch with us here!