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Maintaining a Positive Sender Reputation: Best Practices

March 14, 2024

Maintaining a good sender reputation is crucial for ensuring that your emails are delivered to recipients’ inboxes rather than being marked as spam. A positive sender reputation helps build trust with email service providers (ESPs) and recipients alike. Here are some tips to maintain a good sender reputation:

Get permission to send email: Only send emails to people who have explicitly given consent to receive emails from you. Avoid purchasing email lists or adding contacts without permission.

Authenticate your domain: Implement SPF, DKIM, and DMARC authentication protocols to verify the authenticity of your domain. This helps prevent email spoofing and phishing, contributing to increased trust with customers

Use a recognizable ‘From’ name and email address: Make sure your name (or business’ name) is clearly visible in the “From” field. Avoid generic or obscure sender names.

Regularly clean your email list: Remove bounced or inactive email addresses from your list to maintain list hygiene. High bounce rates can harm your sender reputation.

Avoid spammy content: Refrain from using spam trigger words, excessive punctuation, and misleading subject lines. Additionally, use plain text or HTML formats appropriately.

Provide an easy unsubscribe option: If you are sending marketing emails, make it simple for recipients to unsubscribe from your emails. Respect their preferences to reduce spam complaints.

Monitor your IP address for blacklisting: Use email deliverability tools to check if your IP is on any blacklists, as being listed can harm your email deliverability.

Consider using a dedicated outgoing email IP: When you use a dedicated IP, you have sole control over the reputation of that IP address. This means that your sending practices won’t be influenced by the behaviour of other senders sharing the same IP address. Shared IP addresses may suffer from reputation issues if one sender engages in poor email sending behaviour. Find out more about Dedicated Outgoing IP >

By consistently following these best practices, your business can maintain a positive sender reputation, leading to improved email deliverability and better engagement with your audience.