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Reputation Is A Moving Target

Reputation Is A Moving Target

The reputation game continues to get more complex as ISPs get more and more sophisticated.

It used to be as simple as not getting complaints and keeping your email list clean. But now, ISPs are putting together algorithms that look at domains, IPs, content, links, and more... So it's essentially weeding out the "spammers", which is good for all of us legitimate marketers.

The downside is... even though you're building your list properly, following best practices with regard to list hygiene, keeping complaints low, and so on, you may be inadvertently hurting your reputation by sending content that seems "spammy". Unfortunately, "spammy" content is not as simple as a couple of keywords (although certain words and phrases can play a part). It includes links (like clickbank, jvzoo, and other affiliate networks), general message content that matches content the ISPs have previously deemed spammy, and any links and domains in the messages you're sending.

It's a good time to take a look at your messaging and content, any questionable domains and affiliate networks, etc. and make any changes necessary. For example, send to a landing page on your server and presell the offer, if you are using affiliate networks. If your message content could possibly be interpreted as spammy, consider reworking your emails, updating autoresponders, and so on.

The long and short of it is simple... the ISPs want to deliver messages their customers want. They have billions and billions of messages to evaluate your messages against and use that data to determine your overall reputation and/or the 'spamminess' of an individual message. Too many individual messages that are less than idea can cause problems with your reputation.


For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability.  Today she is the Co-Founder and CEO of Email Delivered.

Reputation is a moving target. For more information on how your email reputation affects email deliverability, visit http://www.emaildelivered.com/reputation-is-a-moving-target/. Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers.

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September 7, 2016


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