Email marketing can see a strong ROI – as long as it’s done right. Perhaps the biggest mistake made with email marketing is down to companies neglecting to look after their sending reputation. Having a good or bad email sending reputation can drastically alter your deliverability, open rates and more. It’s time to take responsibility and improve your sending reputation as much as possible.
Your reputation is tied to the domain you’re sending the emails from, but before you make any solid changes, it’s imperative 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 time. The more emails you look at will give you a better 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.
There are other things you can do to improve your sending reputation and ensure your emails are delivered to inboxes:
Permission-based lists – You can damage your sending reputation if you send emails to lists where opt-in is not in place. It’s important your subscriber lists are permission-based. You can also 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, which 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 that the owner of the domain where the DKIM is located did send the email and that nothing in the contents were 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. Tailoring your email content for various subscriber lists not only improves your open rates, but your engagement in general. More personalisation means that the recipient is less likely to mark your email as spam, and tailoring your email to your various subscribers needs will create a higher ROI.
Your email sending reputation is key to getting the most out of your email marketing. Having a bad reputation will potentially mean your emails aren’t seen by a large part of your subscriber list, resulting in less engagement and less sales. Don’t hesitate to start making improvements, the longer you wait, the more money you waste.