A strong email sender reputation is for obvious reasons very important. Unfortunately, there is not one score or value that can describe your sending reputation across all mail providers. It depends partially how your subscribers react to your messages. Your reputation as a sender will decline if you have a lot of spam complaints. Future messages will be more difficult to reach the inbox.
Conversely, engaging recipients with your messages will increase your sending reputation and make your messages more likely to reach your subscriber's inbox.
There are tools that you can use to monitor and understand your sending reputation. These tools give you an idea how well your are doing as sender of emails. These tools use different data sources to try and score senders based upon their results and practices. These scores are not always the whole truth. However, they can help you identify reputation issues when combined with other data points.
A Sender Score, which is similar to a credit score and a measure of your reputation, is an indicator of how trustworthy you are. Scores range from 0 to 100. It also determines your email deliverability rate. These numbers are calculated using a rolling 30-day average. They show how your IP address compares to other IP addresses. Validity provides this service.
Barracuda Networks offers both an IP and domain reputation lookup through their Barracuda System. This is a real-time database that shows IP addresses with either "poor" (or "good") reputations.
McAfee's TrustedSource provides information about your domain's web and email reputations, as well as affiliations and domain name system (DNS) information. You can also find details about the activation and history of your domain.
4. Google Postmaster Tools
Google's Postmaster Tools allows you to track your high volume Gmail sending. You can access useful data such as IP reputation, domain reputation and Gmail delivery errors.
5. Microsoft SNDS
Microsoft provides a similar service to Google's Postmaster tools, Smart Network Data Services (SDNS). SNDS provides insight into data points such as your sending IP's reputation and how many Microsoft spam traps are you delivering to. It also gives you information about your spam complaint rate.
Some mailbox providers don't give you an insight into their sending reputation. However, two of the biggest mailbox providers do. You can view a daily evaluation of how major providers view your messages through Microsoft SNDS and Google Postmaster Tools. Although Google and Microsoft don't view your sending reputation, it can have an impact on how other providers view your mail. However, you can be sure that any problems at these major providers will be accompanied with similar problems elsewhere.
Email Reputation Managemt
It is important to note that each of these data points can be a valuable tool in evaluating your reputation as a sender, but they do not tell the whole story. It is common to see email recipients with SenderScores between 98 and 99 who are still experiencing inbox problems.
It is important to understand that just because you have a good reputation with a third party, or have not received any deny lists, does not mean you will get throttled, send to the spam folder or even blocked.
Taken together, the scores of the tools and the insights and tips below will give you an excellent idea of your current reputation with mailbox providers.
Review your data over time
It is important to understand how your stats are trending in order to assess how your reputation is changing. Because sending reputation is all about how many emails make it to the inbox each day, trends such as decreasing open rates and increasing spam complaints rates are reliable indicators of pending or existing reputation damage.
If you see an increase in open rates or delivery over time, it could indicate that your reputation as a sender is improving. But be carful: each mailbox provider has its own unique operating model. It is helpful to keep track of these changes domain-by-domain in order to spot reputation issues. For example, Apple's Mail programs offer a privacy service that skew your opening rates, since every email will show up opened in your stats.
Check regularly for IP and domain denial listings
If your email sends are generating too many negative signals, such as spam complaints, delivery to SPAM traps, honeypot addresses, etc., you may see an increase in deny lists for your domain, IP, or both. Although not all deny list events have an impact on your delivery rates but they can be a sign that you are losing your reputation as a sender. A great, free tool to use to keep an eye out for deny listings is https://mxtoolbox.com/blacklists.aspx
Send messages to yourself
Send to all of your email addresses, even if they are from different mailbox providers. Although you cannot make general assumptions about how a mail provider treats your mail based only on results from one address, changes in the way your email is landing in your inboxes and spam folders can indicate that your reputation might be in decline, especially when these data points are combined. Do yourself a favor by engaging with your messages. You can pull them back in your inbox if they land in your spam folder.
You have your email reputation in your own hands. These tools and strategies will give you a better understanding of how mailbox providers view your mail. The more proactive you are with your email deliveryability, the better.
Get in touch with us and get help to improve your email delivery rates and reputation.
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