Whitelisting versus reputation management in email marketing: tips to get started

Reputation management is key in email marketing deliverabilty In the battle against spam, ISP’s came up with strong spamfilters. Due to this spam filtering process some legitimate emails were also blocked, known as false positives. To avoid this kind of email deliverability problems, a process of whitelisting was implemented, certainly not the easiest method. Why would an ISP whitelist a sender if it isn’t of any interest for him? But anyway, whitelisting procedures are almost over. The new standard is Reputation Management.

The reputation of your sender IP address is increasingly becoming the main factor that determines whether or not your email will end up getting blocked by the spam filter. And relevance plays a huge role in it.

The reputation scoring mechanism looks at several factors of your email communication. This list of factors will probably grow as ISP’s are trying out more mechanisms that are based on the interaction with your e-mails.

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Contradiction: email marketers find it hard to reach the inbox but at the same time don’t seem to care too much

Deliverability is a hot topic in email marketing today. There are many reasons for that: an increased volume of emails sent (email has recently been used more frequently due to the recession), a growth of lists, changing techniques at the ISPs to filter emails, etc.

The emphasis increasingly lies with relevance, content and interaction by and with the email recipients.

The ‘Email Marketing Industry Census 2010 report’ by Econsultancy, carried out in cooperation with Adestra, shows that the number of businesses claiming to have problems reaching their email subscribers’ mailboxes has increased by 3% compared to last year, reaching no less than 54%. 

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