Email Reputations Matter


Isabella McKinnon

February 24, 2020

Everyone cares about their reputation to a certain degree. Emails have reputations too even though they aren’t people. Just check your spam folder. These emails have bad reputations for many reasons. For starters, you probably didn’t sign up to receive them in the first place. Another reason why they may end up there is that most people who receive them delete them before even opening them.  However, not all spam emails are intrinsically bad. Just like people acquire certain reputations based on some unfair or untrue assumptions, the same thing can happen to emails. So, how can you deem your email worthy to make it into someone’s inbox?

The potential customer has to receive the information that the company is trying to market. This may sound like a very manageable task, yet it proves quite difficult in actuality. We’ve highlighted essential components for improving email deliverability below. These tactics are sure to improve your email IP’s credibility, so that your emails are received with open arms.

Prepping Your IP for Success

Step 1: Limit Your Initial Subscribers

Every email IP starts off with virtually no credibility, so you must prep it properly. You must first gain a good reputation among a small following to prove your trustworthiness. You need to build a standing with this small group before you can further expand your network. These initial connections are very important because they make your company’s name a common household name, familiarizing potential customers with your products or services.

Step 2: Set Up a Policy Framework

Additionally, you must take some preventative measures to make sure your IP is correctly protected from the get-go. You should set up a sender policy framework to protect yourself from spammers, who use your domain to do their dirty work – a technique called spoofing. If you do not set this up properly, spammers can use your domain to send their spam, thus giving you a negative reputation in the minds of subscribers.

Step 3: Make a Sub domain

You can also set up a sub domain to protect your email reputation.This sub domain separates your reputation from the reputation of your parent domain. In practice, it is identified by a prefix preceding the domain. This is helpful for companies because while some emails from certain departments aim at marketing to the customer, others contain very important information regarding actual order information. It is important that there is a distinction to prevent some of the more relevant emails from being sentenced to life in spam.



email reputation

What is an Email Sender Score?

Perhaps the most essential component of building your email reputation is maintaining a high email sender score. This score is generated by how many subscribers unsubscribe and how many subscribers report your IP as spam. This score is ranked 1-100, and the higher your score the more credibility you possess and the more power you wield to reach your target audience. You must monitor your score closely, trying to avoid fluctuations. A steady score emphasizes stability and consistency, both of which are necessary to have a good email reputation.

Data Regarding Email Sender Scores

Some pertinent marketing analytics display how an email sender score impacts the email deliverability rate. The results are shown below:

The Average Delivered Rate Compared to the Email Sender Score:

  •  91% for senders with a score of 91-100
  • 68% for senders with a score of 81-90
  • 42% for senders with a score of 71-80
  • 24% for senders with a score of 61-70
  • 15% for senders with a score of 51-60


email reputation

Checking Your Email Deliverability

There are many providers available to check the email deliverability rate.

Email Scrubbing

After checking your email deliverability, you should eliminate subscribers that are merely taking up precious time, space, and resources. This process is nicknamed email scrubbing. Mirabel Technologies has recently launched an innovative email verification engine that flags fake or misspelled email addresses.

 Single Opt-in vs. Double Opt-in

Single Opt-in: user fills out a form explicitly giving away personally identifiable information with a checked box to receive promotional updates, newsletters, or other email marketing messages.

Double Opt-in: user fills out a form explicitly giving away their personally identifiable information to receive promotional updates, newsletters, or other email marketing messages. Before the user can start receiving these updates, he/she must log in to his/her email address to confirm the email address.

Double Opt-in Method Lowers Hard Bounce Rates

The process of confirming the email address ensures that the user has provided you with a valid, active email address. That way, you can be sure to add an active email to your mailing list instead of a dormant email. Non-active emails will increase your hard bounce rate, which in turn will lower your overall credibility.

Hard bounce rate: a measurement that shows how many people do not receive your emails and will never receive your emails because their email addresses are not in use. You should avoid sending emails to these addresses because you are wasting your marketing budget on people who will never view your content.

 Giveaways and Contests

Sometimes, people enter giveaways to win a specific product and send many email addresses to increase their chances of winning. This old trick fools you into thinking you have a larger subscriber list than you actually have. So, proceed with caution! It is not worth risking your good reputation to add more subscribers –many of which are inactive or are created for the sole purpose of winning a prize. Be selective of who you include in your mailing list to prevent acquiring a low sender score.

Make Your Content Worth Reading

With all these tips in mind, we must address the most pivotal aspect of gaining a spectacular reputation: your content! You cannot waste people’s time because they will certainly not appreciate it, oftentimes pressing the “unsubscribe” button themselves. Deliver relevant, succinct information to draw in potential customers. Additionally, do not abuse the power of possessing personally identifiable information. Sending more than two emails a week is considered too aggressive, and you should limit yourself to sending a weekly update. The amount of content you send is up to you; however, studies have shown that people do not enjoy having cluttered inboxes. Sending fewer emails will increase the odds that people will actually read those emails. At the end of the day, the goal is to transfer information to potential customers, so quality is superior to quantity in this regard.

Subject Line Creation and Personal Touches

Now, some final tips to increase the likelihood that people actually read your emails.Pay particular attention to the subject line and to the “from” line. You must make the email appear as personal as possible because people want to hear from other individuals not from automated machines. If subscribers think that companies are mass emailing them, they will feel less inclined to take any action. Try to include an individual from the company’s name in the “from” line and include the company affiliation afterward. Create enticing subject lines, that make potential customers want to continue reading. These tips should hopefully assist you in maintaining an upstanding email reputation to effectively tap into an extensive email market, building a substantial, loyal clientele.