Summary
Improving email and domain reputation, and overall deliverability requires a holistic approach encompassing technical configurations, sending practices, and content strategies. Key actions include: prioritizing inbox placement over reputation metrics alone, implementing SPF, DKIM, and DMARC for authentication, maintaining a clean and engaged email list through regular pruning and permission-based opt-ins, crafting compelling and relevant content, warming up IP addresses gradually, monitoring sender reputation using tools like Google Postmaster Tools and JMRP, implementing DMARC policies, and leveraging Feedback Loops. Understanding the difference between IP and domain reputation is crucial, focusing on consistent sending practices and proper authentication for IP reputation. Avoid purchased lists and spam triggers in content, and proactively diagnose issues with tools like MXToolbox. The goal is to create a positive sending reputation with ISPs, ensuring emails are wanted and reach the inbox.
Key findings
- Email Authentication: SPF, DKIM, and DMARC are essential for verifying your domain and improving deliverability to major providers like Gmail and Outlook.
- List Hygiene: Maintaining a clean, engaged email list through pruning and organic list building is vital for a good sender reputation.
- Content Relevance: Compelling, relevant content reduces spam complaints and improves engagement.
- Reputation Monitoring: Regularly monitor your reputation using tools like Google Postmaster Tools, JMRP, and Glockapps.
- IP Warm-Up: Gradually warm up new IPs to build a positive sending reputation with ISPs.
- FBL Implementation: Utilize Feedback Loops (FBLs) to identify and remove subscribers marking emails as spam.
- Separate Reputations: Recognize the distinction between IP and domain reputations, adjusting strategies accordingly.
Key considerations
- Technical Expertise: Implementing SPF, DKIM, and DMARC requires technical knowledge of DNS settings and email protocols.
- Prioritization: Focus on getting emails to the inbox as the ultimate goal, even if reputation metrics are lagging.
- Continuous Improvement: Email deliverability is an ongoing process that requires continuous monitoring, analysis, and adaptation.
- Legal Compliance: Ensure all email marketing practices comply with data privacy regulations and anti-spam laws (e.g., GDPR, CAN-SPAM).
- Resource Allocation: Dedicate sufficient resources (time, personnel, and tools) to manage and optimize email deliverability effectively.
- Testing and Validation: Regularly test email configurations and sending practices to ensure optimal performance.
What email marketers say
9 marketer opinions
Improving email and domain reputation, and overall deliverability involves a multi-faceted approach. Key strategies include focusing on sender authentication (SPF, DKIM, DMARC), maintaining a clean and engaged email list by removing inactive addresses and avoiding purchased lists, crafting compelling and relevant email content, warming up your IP address gradually, and consistently monitoring your sender reputation and inbox placement. Implementing DMARC and using tools like Google Postmaster Tools and Glockapps for monitoring are also crucial.
Key opinions
- Sender Authentication: SPF, DKIM, and DMARC are essential for verifying your domain and improving deliverability.
- List Hygiene: Maintaining a clean and engaged email list by removing inactive or invalid addresses and avoiding purchased lists is critical.
- Content Relevance: Crafting compelling and relevant email content that resonates with your audience is important to avoid spam complaints.
- IP Warm-up: Gradually increasing the volume of emails you send over time to build a positive sending reputation with ISPs.
- Reputation Monitoring: Consistently monitoring your sender reputation using tools like Google Postmaster Tools and Glockapps.
- DMARC Implementation: Implementing DMARC helps to protect your domain from unauthorized use and improves email reputation.
Key considerations
- Technical Setup: Properly configuring SPF, DKIM, and DMARC records requires technical expertise and attention to detail.
- List Management: Regularly cleaning your email list can impact the number of subscribers, but it improves engagement rates and deliverability.
- Content Strategy: Creating engaging content requires understanding your audience and tailoring your messages accordingly.
- Monitoring and Analysis: Regularly monitor your sender reputation and inbox placement to identify and address any issues promptly.
- Tool Utilization: Leveraging tools like Google Postmaster Tools and Glockapps provides valuable insights into your email performance.
- Gradual Implementation: Changes to sending practices or new IP addresses should be introduced gradually to avoid triggering spam filters.
Marketer view
Email marketer from Mailjet explains that to improve email deliverability, focus on sender authentication (SPF, DKIM, DMARC), maintain a clean email list by removing inactive or invalid addresses, and warm up your IP address gradually when starting with a new IP or increased sending volume.
17 Oct 2021 - Mailjet
Marketer view
Email marketer from GMass explains that warming up your email sending infrastructure is important and that you need to gradually increase the volume of emails you send over time to build a positive sending reputation with ISPs. Start with a small number of emails and gradually increase as your reputation improves.
10 Oct 2022 - GMass
What the experts say
5 expert opinions
Improving email and domain reputation, and overall deliverability involves understanding various aspects of sending practices and authentication. Switching to a shared IP may not resolve reputation issues; instead, aggressive list pruning and a careful restart of sending programs are recommended, focusing on inbox placement as the primary goal. Changing the sending ratio by reducing the volume of emails with bad reputation and increasing the volume with good reputation is advised. Distinguishing between IP and domain reputation is important, with consistent sending practices, proper authentication, and list hygiene being crucial for IP reputation. Utilizing Feedback Loops (FBLs) helps identify and remove subscribers marking emails as spam, and Sender ID is an email authentication method to verify the sender's domain.
Key opinions
- List Pruning: Aggressively pruning the list and restarting sending programs can be more effective than switching IPs.
- Sending Ratio: Adjusting the sending ratio to favor emails with good reputation improves overall performance.
- IP vs. Domain Reputation: IP and domain reputation are distinct, requiring separate strategies.
- Feedback Loops: FBLs help identify and remove subscribers marking emails as spam.
- Sender ID: Sender ID helps verify the sender's domain, improving deliverability.
Key considerations
- Focus on Inboxing: Prioritize getting emails to the inbox over simply improving reputation metrics.
- Consistent Practices: Maintain consistent sending practices and proper authentication for IP reputation.
- FBL Setup: Sign up for FBLs with major ISPs to receive spam reports.
- Authentication Methods: Implement email authentication methods like Sender ID to verify your domain.
- Strategic Adjustments: Strategically adjust your sending practices based on performance to maximize positive results.
Expert view
Expert from Word to the Wise explains that Feedback Loops (FBLs) are a tool that allows senders to identify and remove subscribers who mark emails as spam, which is critical for maintaining a good sender reputation and improving deliverability. Senders need to sign up for FBLs with major ISPs to receive these reports.
27 Aug 2023 - Word to the Wise
Expert view
Expert from Email Geeks advises to change the sending ratio by reducing the volume of emails causing a bad reputation and increasing the volume of emails performing well.
2 Jul 2024 - Email Geeks
What the documentation says
4 technical articles
Improving email deliverability involves key technical configurations and consistent monitoring, according to documentation from Google, Microsoft, RFC, and MXToolbox. Authenticating emails using SPF, DKIM, and DMARC is critical, particularly for Gmail and Outlook.com. Maintaining a low spam rate (below 0.1%) and ensuring emails are wanted are also essential for Gmail. Regularly monitoring domain and IP reputation via tools like Google Postmaster Tools and actively monitoring the Junk Email Reporting Program (JMRP) for Outlook.com are recommended. Implementing SPF involves publishing an SPF record in DNS settings, and MXToolbox can diagnose deliverability issues by checking DNS records, blacklist status, and mail server configuration.
Key findings
- Email Authentication: SPF, DKIM, and DMARC are critical for email deliverability to major providers.
- Reputation Monitoring: Regularly monitor domain and IP reputation using tools like Google Postmaster Tools and JMRP.
- Low Spam Rate: Maintaining a low spam rate (below 0.1%) is essential for Gmail deliverability.
- DNS Configuration: Publishing an SPF record in DNS settings is necessary for SPF implementation.
- Diagnostic Tools: MXToolbox can diagnose deliverability issues by checking DNS records and blacklist status.
Key considerations
- Technical Expertise: Implementing SPF, DKIM, and DMARC requires technical knowledge of DNS settings.
- Active Monitoring: Regular monitoring of reputation metrics and JMRP requires consistent effort.
- Email Content: Ensure emails are wanted by recipients to reduce the likelihood of being marked as spam.
- Tool Familiarity: Familiarize yourself with tools like Google Postmaster Tools, JMRP, and MXToolbox for effective monitoring and diagnostics.
- Proactive Troubleshooting: Regularly check for DNS errors and blacklist status to address potential issues proactively.
Technical article
Documentation from Microsoft shares that ensuring high deliverability to Outlook.com involves several factors, including maintaining a good sender reputation by adhering to best practices, properly configuring SPF and DKIM records, and actively monitoring the Junk Email Reporting Program (JMRP) to address any complaints from users.
9 Jan 2022 - Microsoft
Technical article
Documentation from RFC explains that implementing Sender Policy Framework (SPF) involves publishing an SPF record in your domain's DNS settings. This record specifies which mail servers are authorized to send emails on behalf of your domain, helping to prevent spoofing and improve email deliverability.
16 Sep 2021 - RFC
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