Summary
A neutral transactional IP reputation in Talos can stem from a multitude of factors. While occasional reputation wobbles are possible, persistent issues require investigation. Key areas of concern include email volume inconsistencies or sudden spikes, problems with email authentication (SPF, DKIM, DMARC), list hygiene issues (invalid addresses, spam traps), failure to monitor and respond to feedback loops (FBLs), misleading subject lines or promotional content in transactional emails, lack of content personalization, and unaddressed spam complaints. Additionally, temporary network issues or sending 'graymail' (unsolicited notifications) can negatively affect reputation. Maintaining consistent sending patterns, ensuring proper authentication, regularly cleaning email lists, actively monitoring FBLs, crafting relevant and personalized content, and addressing spam complaints promptly are vital for a positive IP reputation.
Key findings
- Authentication: Incomplete or incorrect SPF, DKIM, and DMARC records can damage sender reputation.
- Sending Volume: Inconsistent sending volume or sudden spikes, even with legitimate transactional emails, negatively affect reputation.
- Content: Misleading subject lines or promotional content within transactional emails damage sender reputation.
- List Hygiene: A high number of invalid email addresses or spam traps negatively impact IP reputation.
- Feedback Loops: Failure to monitor and respond to feedback loops contributes to reputation issues.
- Graymail: Sending 'graymail' (unsolicited notifications) can lead to a neutral reputation due to low engagement.
- Temporary Issues: Temporary technical problems or spam incidents can cause a neutral reputation.
Key considerations
- Review Authentication: Check and correct SPF, DKIM, and DMARC records to ensure proper email authentication.
- Maintain Consistency: Establish a predictable daily/hourly sending pattern to avoid triggering filters.
- Content Scrutiny: Ensure transactional email content is purely transactional without promotional elements. Use clear and accurate subject lines. Focus on content personalization.
- List Management: Regularly clean email lists to remove invalid addresses and spam traps.
- Monitor FBLs: Actively monitor and respond to feedback loops to address complaints promptly.
- Avoid Graymail: Ensure transactional emails are highly relevant and avoid sending unsolicited notifications that recipients may not want.
- Monitor Reputation: Continuously monitor your IP reputation to detect any issues early.
What email marketers say
9 marketer opinions
A neutral transactional IP reputation in Talos can stem from several factors, encompassing technical configuration, sending practices, and content quality. Incomplete or incorrect email authentication, inconsistent sending volume, sudden volume spikes, misleading subject lines, promotional content within transactional emails, poor content personalization, and unaddressed spam complaints all contribute to a neutral or negative reputation. A dedicated domain, purely transactional content, consistent sending patterns, proper authentication, and proactive monitoring of spam complaints are crucial for maintaining a positive reputation.
Key opinions
- Authentication: Incomplete or incorrect SPF, DKIM, and DMARC records can damage sender reputation.
- Sending Volume: Inconsistent sending volume or sudden spikes, even with legitimate transactional emails, negatively affect reputation.
- Content: Misleading subject lines or promotional content within transactional emails damage sender reputation.
- Engagement: Unaddressed spam complaints negatively impact IP reputation.
- Domain Dedication: Using a dedicated domain for transactional emails is important.
Key considerations
- Review Authentication: Check and correct SPF, DKIM, and DMARC records to ensure proper email authentication.
- Maintain Consistency: Establish a predictable daily/hourly sending pattern to avoid triggering filters.
- Content Scrutiny: Ensure transactional email content is purely transactional without promotional elements. Use clear and accurate subject lines.
- Personalization: Review sending practices and ensure content is appropriately personalized.
- Complaint Monitoring: Proactively monitor and address spam complaints.
Marketer view
Email marketer from Email Vendor Guide explains incomplete or incorrect authentication records (SPF, DKIM, DMARC) can damage your sending reputation, even for transactional emails. He advises checking and fixing any authentication issues to improve your standing.
21 Jul 2022 - Email Vendor Guide
Marketer view
Email marketer from Email Geeks asks if the transactional comes from a dedicated domain and if it's purely transactional without promotional content.
29 Aug 2023 - Email Geeks
What the experts say
3 expert opinions
A neutral transactional IP reputation in Talos can be due to various reasons, including temporary technical issues or the presence of 'graymail.' While occasional wobbles in reputation are not uncommon, consistent sending of low-engagement content can negatively impact the reputation. Addressing technical issues promptly is important, and avoiding sending unsolicited or unwanted notifications can help maintain a positive reputation.
Key opinions
- Reputation Wobbles: Transactional IP reputation can fluctuate.
- Temporary Issues: Temporary technical problems or spam incidents can cause a neutral reputation.
- Graymail Impact: Sending graymail (unsolicited notifications) can lead to a neutral reputation due to low engagement.
Key considerations
- Address Issues: Quickly identify and resolve any technical issues or spam incidents.
- Content Relevance: Ensure transactional emails are highly relevant and avoid sending unsolicited notifications that recipients may not want.
- Monitor Reputation: Continuously monitor your IP reputation to detect any issues early.
Expert view
Expert from Word to the Wise discusses that sending a significant amount of 'graymail' (emails that are not strictly spam but not highly desired by recipients, like certain notifications) can lead to a neutral reputation. Even if users don't mark these messages as spam, low engagement can hurt your reputation.
12 Sep 2022 - Word to the Wise
Expert view
Expert from Email Geeks shares that while he doesn't have a ton of Talos experience he has seen transactional reputation wobble a bit here and there, so he is not totally surprised.
28 Dec 2023 - Email Geeks
What the documentation says
3 technical articles
According to Talos Intelligence documentation, a neutral transactional IP reputation in Talos may result from several factors. These factors include inconsistencies in email volume, a high number of spam complaints, issues with sending infrastructure configuration (SPF, DKIM, DMARC), poor engagement metrics, and a high number of invalid email addresses or spam traps. Failure to actively monitor and respond to feedback loops can also contribute to reputation issues. Addressing these inconsistencies, regularly cleaning email lists, and subscribing to and responding to feedback loops are essential for improving IP reputation.
Key findings
- Reputation Factors: IP reputation is impacted by email volume, spam complaints, sending infrastructure configuration, and engagement metrics.
- List Hygiene: A high number of invalid email addresses or spam traps negatively impacts IP reputation.
- Feedback Loops: Failure to monitor and respond to feedback loops contributes to reputation issues.
Key considerations
- Review Configuration: Ensure proper configuration of SPF, DKIM, and DMARC records.
- Clean Email Lists: Regularly clean email lists to remove invalid addresses and spam traps.
- Monitor FBLs: Actively monitor and respond to feedback loops to address complaints promptly.
Technical article
Documentation from Talos Intelligence explains that not actively monitoring and responding to feedback loops (FBLs) can contribute to reputation issues. He recommends subscribing to FBLs to identify and address complaints promptly.
8 Nov 2023 - Talos Intelligence
Technical article
Documentation from Talos Intelligence explains that a high number of invalid email addresses or spam traps in your sending list can negatively impact your IP reputation, potentially leading to a neutral rating. Regularly cleaning your email lists is crucial.
15 Feb 2024 - Talos Intelligence
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