The Long and Winding Road: How Your Email Does (or Doesn't) Get to the Inbox.
- Start here. Does your business run on email?
- Check your Sender Score for free at www.senderscore.org.
- New IP address. Go directly to spam folder. Emails sent from IP addressed with a bad or no sending history are sent to the spam folder or deferred until a reputation is formed.
- Continue mailing and slowly increase volume.
- You mail consistently for 30 days from new IP address (+46). A 46 point increase is the average senders see by warming up their IP properly.
- Stop. Before you continue: understand the basics of your Sending Reputation.
- Your sending reputation is based on the following factors: volume/frequency, unknown users, complaints, infrastructure, spam traps, authenticate using SPF and DKIM. Sender Scores 90 - 100 are 42% more likely to pass DKIM.
- Set up reverse DNS with a Fully Qualified Domain name. (+16)
- Subscriber marked your email as spam. Complaint climbs to 1,5%. (-40)
- Sign up for Feedback Loops.
- Get permission first before emailing.
- Target: keep complaint rates under .1%.
- Your Unknown User bounce rate climbs 10%. Blocked. (-40)
- Remove non-existent addresses immediately.
- Avoid mailing to email address collected by someone else.
- target: keep Unknown Users under 2%.
- You land on spam trap. (-40)
- Spam traps are decoy accounts used to catch spammers. Senders with a 90% average delivered rate never send to spam traps.
- Only email to active, opt-in subscribers.
- Target: 0 spam traps.
- Monitor your reputation before and after every send.
- See your inbox rates and revenue rise to new levels. Reach a Sender Score above 90. (+90)
Return Path’s free online email reputation offering, SenderScore.org, comprises the world's most comprehensive database of email sender reputation. An IP’s sender score is calculated by examining 130 million IP addresses and 20 trillion messages from ISPs and spam filter providers from around the world to help determine characteristic mailing patterns of spammers and legitimate email senders. All scores are based on a scale of 0 to 100, where 0 is the worst, and 100 is the best possible score. A score represents that IP address' rank as measured against other IP addresses, much like a percentile ranking. Think of it as a credit score for your email program. Everyone sees what the standards are, who is failing them, and what to do about it. In the end, a good email reputation becomes the critical deciding factor if your email reaches the inbox.