List reputation

Deliverability and list reputation

Apart from having a well crafted message, a quality mailing depends on its deliverability. Deliverability - or rate of delivery - is represented by the percentage of successfully sent messages (successfully sent = sent - bounces) that arrive in the inbox vs. the spam folder.  

The delivery rate depends on many factors including the content of the message, the reputation of the sending infrastructure, and the reputation of the sender. The sender's reputation is a condition that can be measured, managed and improved. We measure it via the Reputation Index.

How is reputation measured?

The Reputation index is an internal proprietary algorithm that takes into account several factors like open rate, click rate, bounce rate, etc. which are reported by major providers like Microsoft, Yahoo and Google. This value is calculated every night for every mailing above 1,000 recipients.

To access the Reputation index go to the Homepage > List, scroll down to Recent sends section. The value is a % out of 100.

1.  Reduce Spam complaints. Here's how:

   • Use a From address that is easily recognizable and well-known to the recipients, and try not to change it over time.
     
   • Send relevant and coherent messages and have the full, open consent of the recipients.
     
   • Indicate how you obtained permission to send that very message (For example: You are receiving this message because you recently subscribed to...)
   • Avoid using a "noreply" in your sending address, but read responses and be sure to manage all unsubscribe requests or personal recipient data. These are factors that could potentially create red flags.
     
   • Ensure the automatic Unsubscribe links are working properly.
     
   • Ensure the Unsubscribe links are easily visible at the bottom of the message instead of at the top.
     
   • Invite recipients to add your address to their contact lists for easy identification.
2.  Keep your lists clean! Here's how:

   1. Send messages only to recipients who have given verifiable consent and ideally have opted-in and to not use acquired lists, public lists, internet lists or even lists directly from your inbox.
   2. Gather addresses using a subscription double opt in form (confirmation message) where the recipient must click a link to activate their subscription.) Go to Settings > List Settings > Subscription forms.  
3.  Configure your settings properly. Here's how:

   1. Activate your SPF Authentication and SENDERID on the sender domain.
   2. Set up abuse@yourdomain and postmaster@yourdomain boxes, where yourdomain is the sender domain.
      
   3. Register your domain credentials at www.abuse.net to monitor spam complaints.