The main purpose of any respecting web marketing campaign is to reach the recipient inbox. A journey shot, and especially monitored by organizations responsible for evaluating your reputation as sender. From this evaluation largely depends on the incoming arrival of you, point A, to the messaging of your subscribers, point B. Why is this reputation so crucial and how the booster? We propose today to answer these questions and to better understand the notion of sender reputation.

What is the sender reputation : sender score?

In emailing, the sender reputation designates a rating of 0 to 100, assigned by an ISP to the IP address and the domain of a company. The calculation is usually done on an average of 30 days. This score is based on the behavior of the sender and takes into account several factors such as the frequency of sending, the volume of sending, the bounce rate, the engagement rate, the number of emails marked as spam, etc. It is used primarily to fight spam.

In caution, know that the assigned rating is not fixed and can change from one campaign to another, depending on your mailing habits and the behavior of your recipients.

Why it’s essential to have a good sender reputation?

In order for your email marketing campaign to work, it is essential that your emails arrive well to destination, so directly in the receipt box of your recipients. And for that, you must have a good note.

The more positive your sender reputation, the more chances are your emails easily arrive in the courier box of your recipients. In the event of a negative evaluation, your emails will tend to be in unwanted letters or to be automatically deleted or even reported.

Having a good reputation as a sender will avoid you to be placed on blacklist, that your emails are considered as spam by the ISPs of the messaging services, allowing you to optimize your deliverability.

How to calculate your Sender Score?

Tools issued by independent organizations are available online and propose to calculate your reputation as a sender to find out where you place yourself. Here are the best known:

  • Sender Score; A service offered by Return Path, to evaluate the reputation of the IP address and domain (scale ranging from 0 to 100).
  • ReputationAthority; A service offered by Watch Guard, to measure the reputation of the address IP and domain (“good”, “suspect”, “bad”)
  • Talosintelligence; A service offered by Cisco, allowing to check the reputation of the domain, the IP address and the owner of the network (“good”, “neutral” or “mediocre”), with a rather well detailed report.
  • sendinblue; A tool that integrates the sender score edited by Return Path, the score edited by Cisco and the state of your issuability emails.
  • Barracudacentral; A service offered by Barracuda Network, making it possible to measure the reputation of the IP address and the domain compared to its list.

How to improve your Sender Score?

If you would like to improve your reputation as a sender or keep a good note, here are some tips that will help you widely:

  • Think of Clean your lists regularly, including taking into account the bounces
  • When you build a new list, set up the double opt-in to collect only qualitative addresses of people who have given their consent.
  • Segmenter your mailing lists by taking the commitment of your subscribers into account. For the least committed, send a re-engagement email instead to know if they still want to receive your communications or not.
  • Find a coherence in your sending frequency, a rhythm to keep you, rather than send emails anytime.
  • Pay attention to the words and expressions not recommended in emailing
  • Check that you are not blacklisted

Finally know that about sender score, a score of 90 is very good. On the other hand, if you go down below or even if you are approaching the 50, it is strongly advised to act. In particular, you can contact the organization that carried out the evaluation to see with it what is happening exactly and to solve the problem.