Email Marketing Reputation: Deliverability
Email clients put obstacles in the way of unknown senders or those with a suspicious activity history . The reputation will be associated with a subdomain from which we send emails and the IP from which they are sent. We can always control the good reputation of the namibia business email list subdomain from which we send, controlling the quality of the databases to which we send, as well as applying good practices to the configuration of the message (valid HTML, slow sending speed, subject without suspicious words…). However, it is more difficult to understand how sending IPs work.
If we have a sufficient sending volume we can access a private IP and in this way be the only ones responsible for its reputation, applying the good practices that we talk about so much in this blog. This would be the ideal situation: a subdomain and an exclusive sending IP for an account. In this case, to build a good reputation we must understand that a warm-up process is required that lasts several weeks. During this period, we must be especially careful in sending to obtain good opening and click data and a low bounce rate. It is recommended that, for these first sends, you launch them to the database of active users, from which you will obtain better data. Once the subdomain and IP have been warmed up, you can relax the alert level and send normally, but always paying attention to the factors that influence reputation, in short, meeting the requirements demanded by email clients and, as we said, good practices in email marketing.
However, sometimes we do not have a private IP for a single account, but due to various factors (low sending frequency, low volume, lack of resources or time dedicated...) we must work with shared IPs . In this case, we have less control over deliverability. We must always continue to apply good practices that will affect the reputation of our subdomain, but there are external factors that affect the IP from which the sends are made. Other companies are using these IPs and their activity influences their general reputation. Typically, different mailing platforms prevent SPAMMERS and ensure that their clients who use shared IPs follow certain rules to maintain a good overall reputation. Each platform applies a different set of rules to prevent damage to their pools .IPs. However, despite the efforts made by the platform, some client(s) may occasionally break these rules and send in a very large and uncontrolled manner, causing damage to these IPs and dragging down the reputation of other companies that do take care of the quality of their mailings and send mailings from the same source. When this happens, the platforms start the necessary processes to restore the reputation, but these processes usually take weeks to take effect.
It is advisable to use a private IP whenever possible, so that the reputation depends only on our own activity. In the case of using shared IPs, we should periodically check the health of these with tools such as borderware.com or senderscore.org . If we detect incidents in our mailings (low opening compared to the usual data) or alerts in these tools, as in the screenshot below, we should immediately report it to the platform so that it can take the necessary measures to clean up the IPs. It is also practical to have an account on another delivery platform, so that in case we encounter this type of problem, we can have an alternative to send our emails without suffering serious deliverability problems.
