Deliverability and list reputation
Apart from having a well crafted message, a quality mailing depends on its deliverability. Deliverability - or rate of delivery - is represented by the percentage of successfully sent messages (successfully sent = sent - bounces) that arrive in the inbox vs. the spam folder.
The delivery rate depends on many factors including the content of the message, the reputation of the sending infrastructure, and the reputation of the sender. The sender's reputation is a condition that can be measured, managed and improved. We measure it via the Reputation Index.
How is reputation measured?
The Reputation index is an internal proprietary algorithm that takes into account several factors like open rate, click rate, bounce rate, etc. which are reported by major providers like Microsoft, Yahoo and Google. This value is calculated every night for every mailing above 1,000 recipients.
To access the Reputation index go to the Homepage > List, scroll down to Recent sends section. The value is a % out of 100.
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Since the value is calculated based on mailings of 1,000 or more recipients within a List, the abuse reports are related to the sender of the message of which certain identifiers are in place for providers to more easily recognize if the sender is spamming. The following identifiers are linked to each sender's account and server:
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How does a bad reputation impact the sender?
The reputation directly affects inboxing rate (the ability for the messages to reach the "Inbox" as opposed to "Spam" folders) and affects all messages sent from that user's console, regardless of the quality of the messages. Even if there is no direct relationship between a bad reputation and antispam blockers, it is very unlikely a message will be flagged as spam if the reputation is good.
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Even if maintaining a good reputation is the main strategy for avoiding spam labeling, creating a quality message is also critical. For example, a message should be void of HTML errors or numeric links (eg. http://64.174.94.10/IMG/LOGO.GIF) We recommend using the SpamCheck option within the Check-Up feature when preparing to send any message. |
How to improve the sending reputation?
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