Digital Marketing 101 January 11th, 2021
Has your business ever experienced an issue of a large number of company emails suddenly bouncing back with a message saying they can’t be delivered? Have you been left stumped as to why they all bounced back after checking the email addresses were entered correctly? Well, this could be an issue derived from a larger problem — your IP Reputation!
Your IP reputation is a major factor in whether your emails get delivered successfully as it’s the reputation score or “level of trust” associated with your IP address (the unique numeric identifier that links your devices to your online activities).
As your IP address is a part of every communication you send, your mailbox provider (such as Gmail or Outlook) can monitor your email sending practices. Which can include how often you’re sending out appointment reminders, solicitation or promotional messages, and even track whether or not the receivers marked your emails as unwanted communication (in other words, spam).
Suppose your IP address is marked to have a high bounce and low open rates, is flagged for circulating a high rate of spam or found as the origin of any known viruses/malware. In that case, your sending environment could automatically earn a negative reputation score.
This bad reputation can increase the chances of your IP and/or domain being added to deny listings (email blacklists), which could either be a minor nuisance to fix or a big enough obstacle to completely block the sending of all your emails. Therefore, fostering good email practices will actually help improve your email deliverability resulting from building a strong sending reputation.
According to Campaign Monitor, the average bounce rate in 2020 was 0.7%. So if you notice more and more emails are bouncing back, it could be a red flag that there’s something wrong with your sending practices.
On top of that, there are plenty of online tools you can use to monitor your reputation, such as SenderScore. You’re given an easy to understand score between 0 to 100 and provided suggestions on how to improve it. There’s also TrustedSource, which provides detailed information about your IP reputation and is also run by the household-trusted name, McAfee.
It is important to remember that this monitoring process should not just be a one-time occurrence but requires regular and consistent attention to ensure a positive ROI from your email marketing efforts.
Don’t allow your email to get blacklisted!
Since your IP reputation is always in your control, you should be proactive by checking your email deliverability and prevent your emails from getting blacklisted. Email marketing is a powerful marketing tool but can only reach its potential if your messages actually get delivered. If you need to seek professional help in improving your email marketing strategies, don’t hesitate to contact us!