Reputation is the Key to Deliverability

When it comes to email marketing deliverability is still your chief concern, and reputation is the key to deliverability.

So, how do you protect and increase your status as an email marketer? The answer is simple. You must accept the fact that opt-in is the most important factor in protecting your reputation and your deliverability. Permission-based email marketing will always result in a better sender reputation. The goal is not to increase the number of emails in your database; you have to increase the number of opt-in emails. A quality email list is much better than a quantity email list. Why? People in your smaller opt-in lists will be more responsive to your offers, which will lead to more conversions. These opt-in customers also are less likely to report you as SPAM, which will protect your reputation.

Let us further examine ways to help your build your reputation, properly practice email market, and more.

Opt-in and opt-out are two kinds of privacy methods adapted to email marketing. With the opt-in method, consumers must actively agree to receive commercial email messages, usually by making some type of positive response. Consumers only receive commercial email messages after they have given their permission. Therefore, opt-in email lists consist only of email addresses for individuals who have given their permission to receive commercial email messages. Double opt-in means after giving their permission, consumers also submit a confirmation email.

Under the opt-out method, consumers are given the option of not receiving any further promotional emails after they already have received one. Messages are sent to individuals until they ask to be removed from the mailing list. A similar system, known as passive consent or negative opt-in, allows marketers to add consumers to their lists if they do not click or unclick a checkbox on a web page in order to avoid receiving commercial email. There is an argument that the necessity to actively opt-out places an undue burden on consumers who may routinely visit numerous commercial websites, for example.
Collecting email permissions the correct way is the key to an email marketer’s success. Explicit permission is the preferred method versus a sneaky pre-check or hidden consent.

SPAM complaints will destroy a sender’s reputation, so they must be monitored carefully and properly. It is imperative you understand what SPAM complaints are, how they occur, and how to reduce them.

The increase in mobile awareness is unstoppable and so are the abuse challenges in this medium. This is communication channel for senders needs to be implemented into every marketer’s plans.

Email marketing professional must develop best practices by making things more straightforward, such as the elements of security, deliverability permission, privacy, etc.

Review some of these best practices:

  • Senders only should send commercial email to individuals who have provided informed consent.
  • For all third-party licensed data, a global unsubscribe mechanism should be implemented.
  • Consumer permission to receive commercial email from a list owner cannot be replicated or transferred without reference to the original point of collection.
  • Clear and repeated notice of data collection and use are required.
  • Advertisers and marketers should authenticate their email by publicly registering the domains from which they send email.
  • Anyone using email for marketing purposes should adopt and use authentication protocols for their email and corporate domains.

Remember by developing clear data management guidance the industry will increase consumer trust. Best practices protect consumers and improve the quality and performance of email marketing campaigns.

*Did You Know? There are several forms of opt-in email. Unconfirmed opt-in is when someone first gives an email address to the list software, but no steps are taken to make sure this address actually belongs to the person submitting it. This can cause email from the mailing list to be considered SPAM because simple typos of the email address can cause the email to be sent to someone else. Confirmed opt-in is when a new subscriber asks to be subscribed to the mailing list, but unlike unconfirmed opt-in, a confirmation email is sent to verify it was really them. Generally, unless the explicit step is taken to verify the end-subscriber’s email address, such as clicking a special web link or sending back a reply email, it is difficult to establish that the email address in question indeed belongs to the person who submitted the request to receive the email. Using a confirmed opt-in procedure helps to ensure that a third party is not able to subscribe someone else accidentally, or out of malice, since if no action is taken on the part of the email recipient, they will simply no longer receive any messages from the list operator.

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