Among the essential tools of Inbound Marketing, you will find the email. At the heart of your loyalty, lead acquisition and conversion campaigns, it remains a major tool for your communications.
However, given some messages sent regularly, a question arises: is the company not likely to be blacklisted by its Internet Service Provider ( ISP )? It is true that a large sending of emails can arouse the interest of your webmail or ISP, but if you make sure to keep an advertiser reputation intact, everything should be happening!
THE IMPORTANCE OF AN ADVERTISER REPUTATION
The reputation of your business, with your ISP, translates into the image that it has of your domain name. As long as it keeps a favorable opinion, you are assured to have an excellent rate of deliverability, arriving in the inboxes of your contacts.
Conversely, if your ISP begins to have doubts about how you collect and use email addresses, it may automatically classify your messages in the “SPAM” folder. Because of this, your company will lose visibility and your mailings in efficiency!
But this is not the only sanction that your internet service provider can apply: it also has the possibility to limit your number of daily mailings, to temporarily block the sending of emails, or even to suspend all shipments.
Your reputation is therefore critical! If you lose the confidence of your ISP, your lead nurturing strategy will suffer the consequences. Result: your Inbound Marketing techniques will have an unattractive ROI.
FACTORS THAT INFLUENCE YOUR REPUTATION
How does your ISP judge your quality? Several indicators can tip one way or the other:
- Reporting your contacts: if your recipients postpone your address as spam, via their e-mail software, your ISP may wonder about the legitimacy of your mailings.
- Complaints Abuse: there are public platforms allowing Internet users to post addresses that they consider spam. After a certain number of reports, your ISP can take drastic measures.
- A large proportion of “hard bounces”: “hard bounces” define email addresses that no longer exist. If you send too many emails to non-existent contacts, your ISP may wonder about the quality of your contact file and suspect unwanted shipments, which will decrease your deliverability rate.
- The content of the message: some words are considered suspicious by your ISP. It then places your emails in spam directly. For a list of spam words, you can read this article.
- The frequency of sending: a company will be less suspicious if it regularly sends a restricted number of emails, than if it irregularly sends a large volume.
EVALUATE YOUR REPUTATION TO OPTIMIZE YOUR EMAIL MARKETING
If you have already implemented your Inbound Marketing strategy, you have certainly sent many emails! Your reputation as an advertiser is already in place… It is interesting for you to know if your ISP has ranked you in the right or wrong shippers!
To do this, you have the following solutions:
- Check the rate of deliverability: if it is impossible to have 100% of deliverability, a rate below 60% is worrying. This can mean that your ISP sees you as a potential spammer.
- Check the opening rate: on average, the opening rate is between 30 and 40%. If your Inbound Marketing campaigns get a lower rate, you have to look for the cause. This may be due to unattractive objects, such as a sanction of your Internet host.
- Track your reputation via a tool offered by your ISP: each ISP offers a free service to check the reputation level of your email address.
- Follow the feedback loop of Signal Spam: Signal Spam is an association that collects complaints about an email address or IP address, and then forward them to the CNIL. The site allows companies to receive a file that contains complaints generated against their email addresses. This helps you to monitor your reputation as an advertiser effectively.
MANAGE ITS REPUTATION AS AN ADVERTISER
To avoid being considered a spammer, be sure to follow the best practices for collecting emails:
- Never send an email to a contact who has not registered on your website
- Qualify each address collected
- Add an unsubscribe link in each email
- Regularly clean your contacts file
- Only send useful information about the form completed by the contact
- Avoid Racers
- Ship your emails with an address to which the recipients can respond
Follow these good practices and regularly monitor your advertiser reputation, for the sake of your Inbound Marketing strategy! This is the assurance that your emails arrive at your destination to accompany your prospects towards conversion.