Maintaining a positive email sender score is crucial if you rely on email marketing to attract and retain loyal customers. Here are a few tips to help you improve and maintain your sender reputation for the best results:
Keep your email list clean and up-to-date
You should never purchase email lists because it will result in bounce rates, spam complaints, unsubscribes, and other red flags for ESPs and ISPs. Yet, even if you're using a purely organic email list, you should review and update it regularly.
People delete their personal or corporate email addresses all the time, whether because they've left the company or because they've simply changed their email. Unfortunately, not having up-to-date contact information can result in hard bounces that affect your reputation.
One of the best ways to ensure you have accurate and up-to-date email addresses from your subscribers is to set up double opt-in, which sends an email that asks subscribers if they agree to opt into your email communications. You can also include the double-opt-in method in your welcome email to help subscribers understand what they've signed up for.
If you don't receive a reply, then you can assume you either have the wrong email address or the subscriber doesn't actually want to receive your communications.
Focus on engagement
One of the biggest email marketing mistakes you can make is not developing campaigns that attract customers. Anyone can send an email, but are your email marketing campaigns performing?
Since engagement metrics can play a role in your sender reputation, creating email marketing campaigns that perform well is crucial. Consider different design concepts, copy, and offers that can make subscribers want to open and click through the email.
Avoid using spam trigger words
Customers don't want to open or read clickbaity emails, and email service providers have a running list of words that trigger spam filters. Spam trigger words make your email content look fraudulent, and mailbox providers can either send them straight to spam or refuse to deliver them at all. Of course, not all spam trigger words indicate that you're sending spam. For instance, the word "free" is often considered a spam trigger word because companies use it to overpromise and underdeliver.
However, if you use free in the right context, your email won't get flagged as spam. For instance, if your email really does include an offer for a free product or service, there's nothing wrong with using that word.
Monitor your email deliverability and take action if you notice issues
Every time you send an email campaign, you should monitor your deliverability to ensure your emails are making it to your subscribers' inboxes. If your email deliverability rates are low, it indicates that you've done something ESPs and ISPs consider spammy, such as purchasing an email list or getting caught in a spam trap.
Luckily, as long as you use email marketing best practices, you can maintain a good sender reputation and ensure the success of your marketing campaigns.
Avoid spam complaints and improve your sender reputation and deliverability
A strong sender reputation increases your email deliverability to attract more customers and bring them back to your website. You can use our email reports and data to ensure your emails are delivered to the right people at the right email addresses and increase engagement rates to improve your reputation.
Start sending marketing emails with Mailchimp today. Our suite of tools gives you access to everything you need to create campaigns that increase engagement and maintain a good sender reputation.