Tips on your sending source
Don’t change your ip address if you don’t have to
If you are experiencing deliverability issues, changing to another ip address won’t solve the issue.
In fact, you may be even worse off than before, as mailbox providers throttle messages from new
Ip addresses.
Use a dedicated ip address
On a shared ip address, you are not the only one contributing to your reputation. Despite your best
Efforts, if another sender on your shared ip address fails to follow good sending practices, your
Program will also be affected.
If using a new ip addresses, make sure you properly warm it up
Gradually begin sending a small volume of mail—ideally to your more engaged users—to build up a
Positive reputation on your new ip address.
Authenticate your email program
Mailbox providers view authenticated email as more trustworthy and are
More likely to deliver it to the intended recipient. The most important
Email authentication protocols are spf, dkim, and dmarc.
What is sender reputation?
The reputation of an email sender is a score that indicates whether they’re viewed as a
Legitimate sender or a spammer. It is calculated using algorithms that leverage millions of
Data points to evaluate past sending behavior and judge the validity of the sender. Based on
The strength of the reputation score, mailbox providers will make filtering decisions about
The email coming from a sender.
Some of the parameters leveraged to determine a reputation score are:
1. Complaints
2. Spam traps
3. List hygiene
4. Volume
5. Blacklists
Until senders take steps to improve their reputation, their messages will continue to be
Delivered to the spam folder.
Tips on improving your sender reputation
Monitor your sender reputation
Always check your reputation score before you send and messages to ensure poor reputation
Won’t impact your campaigns.
Keep your list clean
Spam traps, unknown users, and unengaged subscribers can have a detrimental impact on your
Reputation. To validate whether the addresses on your list belong to a real person, run your list
Through a list hygiene service.
Sign up your feedback loops
Avoid possible damage from subscriber complaints by signing up for feedback loops. Each mailbox
Provider offers its own feedback loop service to alert senders when a subscriber complains
About a message. Depending on the composition of your list, you may not need to sign up for every
Feedback loop available—so identify which ones are most valuable to your program before signing up.
What content are filters looking at?
Content analysis technology has the capability to scan every part of an email, including
The header, footer, code, html markup, images, text color, timestamp, urls, subject
Line, text-to-image ratio, language, attachments, and more. For some content filters,
Every single part of the incoming message is scrutinized. Other content filters may look at
Only the structure of an email, or they might simply parse urls out of the message and
Reference them against blacklists.
Tips to check your content
Check your html
Most emails today are created in html, so having a nicely formatted html message is a good
Start. Broken html can lead to a poorly rendered message and generate complaints if recipients
Believe it’s a phishing attempt. Make sure your html is free of syntax errors and formatting errors.
Test your message before you send
Testing message content in a pre-deployment tool such as return path’s inbox preview can help to
Identify potential spam filter issues before you send. Once you identify content that is being flagged
By spam filters, continue testing to isolate what is causing the issues (for example, subject line,
Urls/links, text, and/or images).
