Delivery of email into the inbox is a huge – and important – area of discussion. The recently published DMA UK Email Marketing Council’s Guidance on “Email Deliverability” provides a good, jargon-free deep-dive into this topic. Here are the top level takeaways:
Email “reputation”. Organisations, such as Internet Service Providers (ISP), that manage incoming email to end-user accounts make decisions on how to process incoming emails based on their defined ‘good’ or ‘bad’ reputations of the senders. Bottom line – reputation can impact whether your email arrives in the inbox. Or does not.
What does an ISP consider a good reputation? Internet Service Providers, such as Gmail, Hotmail, measure how engaged your subscribers are with emails you send to them. On one end of the spectrum is very NOT engaged (eg hitting ‘report as spam’ or never opening and clicking) and on the positive end of the spectrum – they are opening and clicking your emails.
Who manages reputations?
WE (Newsweaver) manage overall reputation – This is an essential role of an ESP ( Email Service Provider). The Newsweaver team is dedicated to maintaining our delivery channel reputation, using a variety of methods including: automated list hygiene (bounces, unsubscribes, etc), authentication, the managing of IP addresses, and the monitoring of ISP complaint feedback loops and blacklists.
So, what does that mean for you, the sender, in managing a reputation?
YOU need to manage YOUR sender reputation – Marketers themselves have a huge role to play in their reputation and delivery success. While the ESP manages the general delivery channel, quite often the arrival into the actual inbox is based on the sender’s reputation. The cornerstones of a good sender reputation is: strict adherence to quality data (your mailing list), sending emails on a permission basis, and sending content that is relevant and of interest to the recipient.