Web Marketing All-in-One For Dummies, 2nd Edition
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Getting more web marketing e-mail delivered starts with sending your e-mail from a reputable e-mail server. According to a recent study conducted by Return Path , 77 percent of e-mail delivery issues occur because of the sender’s reputation. Most companies that provide e-mail delivery for their customers consider the reputation of the sender when filtering e-mail.

Because your own e-mail server isn’t likely to have a reputation, delivering your mail through an E-mail Marketing Provider (EMP) with a respectable and well-known reputation is one of the most important steps you can take to maximize your e-mail deliverability. Make sure that you choose an EMP that can

  • Authenticate your e-mail: Authentication allows e-mail servers to identify the sender of an e-mail.

  • Eliminate customers with high spam complaints: EMPs send e-mails from their own servers on behalf of their customers even though the e-mails appear to come from their customers.

  • Because too many spam complaints might cause the EMP’s servers to become block listed, make sure that your EMP takes action when one of its customers receives too many spam complaints. Reputable EMPs keep their overall complaint rates low — and your sender reputation as clean as possible.

  • Affirm the quality of its customers’ e-mail lists: Although EMPs can’t guarantee or predetermine the quality of their customers’ e-mail lists, reputable EMPs require customers to adhere to strict permission policies to caution their customers when attempting to use e-mail addresses that could generate a high number of complaints.

  • Adopt a policy for spam tolerance: Some businesses, such as those in the financial and medical industries, inherently receive a lot of spam complaints because their legitimate e-mail content looks similar to a lot of spam e-mails. Use an EMP that either has options for such businesses or has a policy to refer such businesses to another service that specializes in industries where spam complaints may be higher than average.

  • Keep customers from sending repeated e-mails to unknown users: Spammers send billions of e-mails to every possible e-mail address hoping to uncover real addresses. Because ISPs (such as AOL, Yahoo!, and Hotmail) spend a lot of money bouncing e-mails sent by spammers, they aren’t appreciative of e-mails sent to nonexistent addresses. As a result, your deliverability could suffer if your e-mail server is labeled as a nuisance.

  • To help protect your sender reputation (as well as that of the EMP), most reputable EMPs stop sending your e-mail to nonexistent e-mail addresses after two or three attempts even if you don’t remove the e-mail addresses yourself.

E-mail filters often rely on sender reputation before content filters, so make sure to put your EMP to the test. You can check your EMP’s sender reputation against the competition by signing up for a free account at Sender Score .

Type the domain name of the company and then click each of its listed e-mail servers to see the sender score for each server used to send e-mail on behalf of the EMP’s customers.

A score of 0 on a particular e-mail server is the worst, and a score of 100 is the best. After you feel comfortable that you’re sending e-mail via a reputable EMP, you can be sure that your efforts to optimize your e-mail content won’t be wasted.

About This Article

This article is from the book:

About the book authors:

John Arnold is the author of E-Mail Marketing For Dummies and coauthor of Mobile Marketing For Dummies.

Ian Lurie is President of Portent, Inc.

Marty Dickinson is President of HereNextYear.

Elizabeth Marsten is Director of Search Marketing at Portent, Inc.

Michael Becker is the Managing Director of North America at the Mobile Marketing Association.

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