Contents
- Definition of Reputation
- How Reputation is Calculated
- How to Monitor Reputation
- What to Do If Reputation Decreases
Definition of Reputation
Reputation or sender rating is a key parameter used by email services to assess the reliability of an email source. This rating affects whether emails land in the inbox or get marked as spam. It is very important to understand that reputation is a dynamic indicator that can change based on the sender's behavior and the recipients' reactions to their emails.
Each email sent can earn or lose reputation points, making the process of reputation assessment continuous. Senders are identified by the IP address and domain from which they send emails, allowing email services to effectively evaluate the reliability of each sender.
How Reputation is Calculated
The formula for calculating reputation includes domain reputation and IP address reputation. However, the methods used to assess reputation vary depending on the email provider. The algorithms that determine reputation remain a secret, much like the algorithms for indexing websites. Nevertheless, several key factors influencing the rating can be highlighted:
- Presence of the IP address or domain in blacklists;
- Number of spam complaints;
- Percentage of non-existent addresses and presence of spam traps;
- Email authentication settings;
- Proportion of emails deleted without being read;
- Regularity of mailings;
- Programs or scripts used for mailing;
- Content of the email and links within it;
- Percentage of opens and clicks;
- Replies to emails and their forwarding.
Thus, reputation is formed based on the actions of the marketer and the responses from subscribers. Each of the listed parameters has its weight, and unique rating calculation formulas are applied for different types of emails.
How to Monitor Reputation
To accurately monitor the sender's reputation, it is essential to properly configure email authentication. This includes setting up SPF, DKIM, and DMARC parameters, which in turn ensures that emails are indeed sent by the claimed sender. Without such configurations, the reputation will consistently remain low.
Email providers such as Gmail and Mail.ru offer special tools, or postmasters, that help senders track their reputation and improve it. Registering in these systems automatically adds extra points to the reputation and provides access to detailed statistics on email deliverability.
What to Do If Reputation Decreases
If you notice a decrease in reputation, the first step will be to analyze your actions in recent mailings. Examine whether you may have uploaded a new list of addresses about which you don't have accurate information or abruptly changed the theme of your mailings. Such changes can negatively impact your reputation.
Review reports in the postmaster tool and pay attention to any complaints and unsubscribes. If you notice sharp changes in the number of delivered or opened emails, determine how this mailing differed from previous ones. Correct any identified mistakes and avoid repeating them in the future.
If the reason for the decline in reputation remains unclear, it is advisable to contact the technical support of the email provider. They are usually willing to help legitimate senders understand the situation.
It is especially important to avoid anomalies in mailings, such as using outdated lists or a sudden change in theme. Such actions can lead to an increase in complaints and, consequently, a decrease in reputation. Remember, it is much easier to maintain a reputation than to restore it after it has been lost.