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How can you maintain your email reputation for better deliverability?

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Email marketing is one of the most effective ways to reach your audience and generate leads, but only if your messages land in their inboxes. To ensure that your emails don't end up in the spam folder or get bounced back, you need to maintain a good email reputation. Your email reputation is a score that reflects how trustworthy and relevant your sender identity and email content are to the recipients and the internet service providers (ISPs). In this article, we'll show you how to maintain your email reputation for better deliverability.

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1 Choose a reliable email service provider

One of the first steps to maintain your email reputation is to choose a reliable email service provider (ESP) that offers high-quality infrastructure, security, and support. Your ESP should have a good reputation with the ISPs, follow the best practices for email authentication and encryption, and provide you with tools to monitor and optimize your email performance. Avoid using free or low-cost ESPs that may share your IP address with other senders who could damage your reputation.

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Saad Ahmed Ishtiaq

Sr. Project Manager | Agile Leadership | Scrum Master | SAFe?Agilist | PMP | Ebook and Book Marketing | Transformative Leadership | Change Management | Process Improvement Expert | Process Re-Engineering |
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I prioritize a provider with a stellar reputation, one respected by ISPs and other senders. A robust infrastructure & security measures are non-negotiable; they safeguard my emails against spam traps and cyber threats. The ability to authenticate & encrypt messages ensures data integrity and trustworthiness. User-friendly interfaces & efficient list management are also vital, as they streamline the process of creating & delivering compelling content to the right audience. Support matters, especially when navigating email deliverability challenges, & scalability is essential to accommodate my ever-growing subscriber base. The ESP is the backbone of my email marketing strategy to foster deliverability, audience engagement & business success.

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2 Segment and update your email list

Another key factor that affects your email reputation is your email list quality. You should segment your email list based on the interests, preferences, and behaviors of your subscribers, and send them relevant and personalized content. This will help you increase your open and click rates, and reduce your unsubscribe and spam complaints. You should also update your email list regularly, and remove any invalid, inactive, or unengaged contacts that could lower your deliverability.

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3 Follow the email design and content guidelines

The way you design and write your emails also influences your email reputation. You should follow the email design and content guidelines that ensure your emails are compatible with different devices, browsers, and email clients. Some of the best practices include using a responsive layout, optimizing your images, avoiding spammy words and excessive punctuation, and providing a clear and compelling subject line and preheader. You should also include a clear and visible unsubscribe link, and a footer with your contact information and privacy policy.

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Molly Stark Dean

The #NewsNerd You've Been Looking For ???? The New School Professor ???? Wikimedia Board ???? Audience Director ???? Content Strategy Leader ???? Newsroom Growth Executive ????
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Having an unsubscribe link is critical to email best practices. It shows confidence that the brand won't violate your already overflowing inbox.

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4 Test and optimize your email campaigns

Before you send your email campaigns, you should test and optimize them to ensure they deliver the best results. You can use tools like Litmus or Email on Acid to check how your emails look on different platforms, and identify any issues that could affect your deliverability. You can also use tools like Mail Tester or GlockApps to check your spam score, and see if your emails pass the authentication and reputation checks. You should also track and analyze your email metrics, such as open rate, click rate, bounce rate, and spam rate, and make adjustments accordingly.

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5 Follow the email deliverability best practices

Finally, you should follow the email deliverability best practices to maintain a good relationship with your subscribers and the ISPs. This includes sending emails at the right time and frequency, based on your subscribers' behavior and preferences. You should also ask them to whitelist your sender address, and add you to their contacts or safe senders list. Furthermore, it’s important to respond to any feedback, questions, or complaints from your subscribers promptly and professionally. Moreover, you must respect their preferences and consent, and comply with the email marketing laws and regulations. By following these steps, you can maintain your email reputation for better deliverability, and enjoy the benefits of email marketing.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you maintain your email reputation for better deliverability?

1

2

3

4

5

6

1 Choose a reliable email service provider

2 Segment and update your email list

3 Follow the email design and content guidelines

4 Test and optimize your email campaigns

5 Follow the email deliverability best practices

6 Here’s what else to consider

Content Strategy

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How can you maintain your email reputation for better deliverability?

1

2

3

4

5

6

1 Choose a reliable email service provider

2 Segment and update your email list

3 Follow the email design and content guidelines

4 Test and optimize your email campaigns

5 Follow the email deliverability best practices

6 Here’s what else to consider

Content Strategy

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