It doesn’t matter how beautiful or sophisticated your emails are if they don’t land in the inbox
Email communication is more important than ever and getting to the inbox is critical to your success.
And getting to the inbox depends on the sender reputation of your bulk email service provider (ESP).
Not all ESPs are the same.
Simply put, deliverability means the likelihood that your email will reach your customers’ inboxes. This is one of the reasons why you should choose to work with an ESP. We focus on achieving the highest deliverability rates and sender reputation to ensure our clients’ emails reach their intended destinations.
What is a sender reputation?
A sender’s reputation is how individual Internet Service Providers (ISPs) rate ESPs in terms of how safe they are as a sender. A sender reputation lets Gmail, Apple Mail, Yahoo, and all other ISP email services know that your ESP is trusted, and that it’s okay to allow your emails to reach the inbox. It is a complex process that requires persistence and constant monitoring.
We can’t speak for every ESP on the market, but at FeedBlitz, protecting deliverability and sender reputation is our main policy. Without it, the emails you send are as effective as the smoke signals of a thunderstorm.
How can ESPs get emails in the inbox?
Maintaining excellent deliverability requires a complex and continuous process. An ESP’s sender reputation is protected through a system of automated processes, monitoring, and manual reviews that include:
- Strict checks for all imports. Every email address added to our system is checked against known spam traps, blacklists and honey pots. Questionable email addresses are flagged by our system and stop importing.
*Fun fact: our system also runs a plagiarism style check on imported lists, flagging any set of email addresses imported into multiple accounts. Purchased inventory does not meet our standards.
- 24-hour monitoring of all mailing lists. Each mailing list is checked for spam complaints, bounce rates and excessive unsubscribes. If the listing fails to meet the minimum standards, it is automatically suspended. This ensures the health of the mailing list across all clients of an ESP.
…because an ESP is only as healthy and honorable as its weak list!
- Continuous adjustment for individual ISPs. ISPs tweak their spam filters all the time, usually with very little notice. Adjusting for these changes requires constant adjustment of internal email servers to meet these requirements.
- Prevent suspicious emails from being sent. Before scheduling or sending a single mailing campaign, FeedBlitz runs a series of tests to ensure that the content does not have characteristics that could be flagged as spam. These include common words, phrases, and content styling (multiple, unnecessary page breaks, for example), which can cause the email to be caught by an ISP’s spam filter.
Flagging a potentially bad email and preventing it from being sent protects the reputation of all emails.
- Automatically remove bounce emails. Sender reputation is strengthened by an ESP sending frequent mail to healthy mailing lists, building a strong track record with ISPs. To maintain this reputation email addresses that bounce or return as undeliverable are automatically removed from your mailing list.
You wouldn’t knock on the door if you knew no one was home, right?
Be the hero of your email marketing.
When email is the primary method of communication between you and your audience, it only makes sense for your ESP to make sure your emails reach the inbox. What’s the point of all the bells and whistles if your emails can’t be found?
If you’re struggling to consistently reach the inbox for some recipients, or your ESP’s open rate is letting you down, get in touch. We are confident that we will be able to make a positive difference in your email marketing.
Learn more about our free trial and contact us on our support page to contact us via email, chat or even phone. Live support is available Monday through Friday, 9 AM to 5 PM.