In order for your email marketing efforts to be effective, you must make sure that they are actually delivered to the users’ inbox. It takes a while to build a great reputation score – and if you don’t watch out, it can be ruined quickly. In this blog post you’ll find tips and tricks on how to build a great reputation.


1. Double opt-in


Confirming sign-ups, also known as double opt-in, is by now standard best-practice for new sign-ups to your email content. By ensuring that people who sign up, also confirm their subscription, you’re not only protected from invalid sign-ups and spambots, but you’re also guaranteed to see far better engagement metrics. By sending to a more engaged audience, you’re set for a good start to your sending reputation.


2. Watch user behaviour


Do people interact with your content? Are they doing it in a good or bad way? How receivers are engaging with your emails is a good indication on where to improve. If lots of people open emails or reply to them, the server is less likely to class it as spam. Contrary, if people are deleting emails without opening them, reporting as spam, or moving them to a junk folder, it’s a bad sign and you ought to react!


Good signs are:

  •    Opens
  •    Clicks
  •    Marking as ’(This is) Not spam’
  •    Moving from Gmails’ promotional folder to the inbox
  •    Adding sender to the address book


Bad signs are:

  •    High not-opened rates
  •    Deleting without opening
  •    Reporting as spam
  •    Move to junk folder
  •    High bounce-rates


Even small increases in complaints can potentially cause emails to be blocked for delivery, so you will need to keep an eye out and monitor ongoingly.


3. Forcing content to unengaged receivers


Remove the unengaged recipients from your send-outs – cut the dead weight. It’s a bitter truth, but people who haven’t engaged for a long time, never will. In email deliverability terms, a receiver’s lack of engagement is a clear sign that he or she is not interested in your brand and content. Lack of engagement also has a certain snowball effect to it. Low open rates mean that Internet Service Providers potentially block your future emails, thus leading to even lower open rates over time.


Take action with recipients who doesn’t engage with your content over time! If a user has not engaged with your email content over a period of 3-6 months it’s a rather good sign that they won’t in the future either. Consider either removing them automatically from future send-outs or consider running a re-engagement campaign for inactive subscribers. Running a re-engagement campaign can even provide valuable feedback of what type of content your users or customers are missing, and is a great chance to pick up information for further personalization.

4. Personalise, Personalise, Personalise


Perhaps needless to say, but personalized content is essential. The more you personalise, the better are the chances of receivers engaging with your email marketing efforts, thus increasing your email reputation score. Delivering the right message at the right time to the right users is by far the best way to ensure engagement. It requires effort and time, but your email deliverability reputation and KPI’s will be rewarded!


5. Make it easy to unsubscribe


Unsubscribes should be fast and easy. Hiding the unsubscribe link or making it difficult by adding several steps to the unsubscribe functionality, is just going to annoy recipients. And what do people do then? They mark your email as spam to avoid further emails from you, and your email deliverability reputation suffers greatly.  In our experience, the more difficult you make it to unsubscribe, the more likely it is that emails will be flagged as spam. You could also consider building a subscription centre, where users can update preferences and include that link next to your one-click-unsubscribe.

Ensuring email deliverability is subject to change at any given time, and thus should be on the mind of anyone working with the subject. By making sure that you follow the advices in this post, you’re positioning your email marketing for success!



If you want to read more blogs, you can read on about emails here!