Deliverability and list reputation
Apart
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from having a well crafted message, a quality mailing depends on its deliverability
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. 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
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sender. The sender's reputation is a condition that can be measured, managed and improved
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. 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 10001,000 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. These are theThe following identifiers thatare linked to each sender's consoleaccount 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?
We recommend following these best practices:
Expand title Riduci le segnalazioni di abuso (vedi come)Reduce Spam complaints. Here's how: - Use a From name address that is easily recognizable and well-known to the recipients, and try not to change it over time.
- Send relevant and coherent messages and have the full, open consent of the recipients.
- Indicate the how you obtained permission to send the that very message (For example: You are receiving this message because you recently subscribed to......)
- Avoid using a "noreply" in your sending address, but read responses and be sure to manage all unsubscribe requests or personal recipient data. These are factors that could potentially create red flags.
- Ensure the automatic Unsubscribe links are working properly.
- Ensure the Unsubscribe links are easily visible at the bottom of the message instead of at the top.
- Invite recipients to add your address to their contact lists for easy identification.
- Use a From name address that is easily recognizable and well-known to the recipients, and try not to change it over time.
Expand title Keep your lists clean! Here's how: - Send messages only to recipients who have given verifiable consent and ideally have opted-in and to not use acquired lists, public lists, internet lists or even lists directly from your inbox.
- Gather addresses using a subscription double opt in form (confirmation message) where the recipient must click a link to activate their subscription.) Go to Settings > List Settings > Subscription forms.
Verify that the verifica che la pulizia automatica dei messaggi di email bloccate (Bounce) sia funzionante
Expand title Configura correttamente il tuo sito (vedi come) - attiva l'autenticazione SPF e SENDERID sul dominio del mittente
- attiva la casella abuse@propriodominio.it e postmaster@propriodominio.it, dove propriodominio.it è il dominio del mittente.
registra i tuoi riferimenti per la segnalazione di abusi suConfigure your settings properly. Here's how: - Activate your SPF Authentication and SENDERID on the sender domain.
- Set up abuse@yourdomain and postmaster@yourdomain boxes, where yourdomain is the sender domain.
- Register your domain credentials at www.abuse.net
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Keeping a list clean
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Intervieni sugli destinatari inattivi, che non hanno mai aperto nessun messaggio negli ultimi 6 mesi. Puoi scegliere se:
Se si dispone del menu Marketing+, si possono usare i filtri: Crea un Filtro su Attività chiamato Mai Attivi così composto:
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Per sapere quanti sono e chi sono, andare in Destinatari/Elenco e selezionare il Gruppo o il filtro Mai Attivi Se non si dispone del menu Filtri:
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Managing inactive recipientsManage inactive addresses: i.e. those that have never or rarely opened a message in the last 6 months. You can choose to:
Identifying inactive recipientsUse filters in the Marketing+ menu to do so. For example, create an Activity Filter named Inactive recipients which contain addresses
To know how many there are, perform an advanced search using that filter. An alternative:
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