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Topic

The importance of “Email Reputation” and using ESP’s to work with ISP’s

Introduction

ESP (Email Service Provider)-May be defined as email provider that provides emailing services to consumers in some cases may send many mails on behalf of the customers for instance IBM.

ISP (Internet Service Provider)-This is an organization or a business that offers the internet access to the users.

Email reputation-In the modern marketing arena is more important than the subject line of the mail itself. Therefore email reputation is the notion of good intention of the sender of email by the email provider.

Restatement

How to manage an email reputation. To manage an email reputation, one needs to fix the Email Server’s IP address because it will display the information of whether the sender ID SPF record setup exists, or else one needs to copy IP address for MX and A records.

In addition, one has to enter the domain name (of the sending email-recipient) with the smtp server of the company-own domain name in the wizard of the Sender ID SPF record.

Then using the sender ID SPF wizard, generate the SPF.

Moreover, setup the PTR record by sending the data collected top the controller of the DNS requesting them to setup your PTR record.

Email reputation I based on;

Spam complaints- minimize email complaints

Open rates –identifying yourself

Importance of email reputation.

1.

Ensure relevancy and timing.

One needs to send emails to valid addresses so as to prevent complains.

Since the recipients can report your mail as a spam hence being added to the spam blacklists that is often permanent. One way to avoid this is by:

a) Make recipients know when to expect email messages.

b) Allow recipients to pick preferred frequency and content.

c) Give them ability to opt out.

d)

One needs to ensure subscribers are opt-in so that it’s easier to follow up during complains.

2. Avoid spam traps.

One needs to avoid spam traps as much as possible. They often lead to a bad reputation a major way to avoid spam complains one needs to ensure that the subscribers are opt- in. in case you receive a high number of complaints from opt- in subscriber one understands that either the recipient no longer needs their services or they have forgotten that they subscribed to these emails.

Other ways to avoid spam traps include.

a) Avoid unscrupulous email harvesters.

b) Stick to reputable mailing list.

c) Automatically record where and when a user signed up plus email address could be provided as proof incase problem arises.

3. Ensure maintenance of clean list.

Marketers are most concerned with deliverability of their messages to their clients. Thus the is need to ensure the emails are regularly cleaned and maintained so as to improve the reputation. Sometimes deliverability has everything to do with the content being sent.

What to do so as to maintain a clean list.

a) Avoid poor list sources that include paid subscribers.

b) Use confirmation opt-in mailings to reduce chances that you will receive invalid email addresses.

c) Remove old email addresses and any inactive addresses from your list as many spam traps use these.

4. Maintain consistency in IP address.

By keeping your IP address consistence, you are less likely to attract your providers` attention to your mailings. By keeping the address consistent you built your reputation too.

References.

1.

http://www.bizreport.com/2008/03/the_importance_of_email_sender_reputation.html

2.

http://www.bizreport.com/fastsearch?order=date&blogs=1%2C5%2C6%2C7&query=importance+of+email+reputation&subscribe.x=0&subscribe.y=0

3.

http://www.activecampaign.com/blog/assessing-sender-reputation-for-deliverability-part-2/