The easiest way to understand Email Reputation is to think of it like a credit rating. Like a credit rating, you start by establishing one, it takes time to earn a good reputation and it is possible to destroy it in an instance. So, even if you start with a great reputation, it doesn't mean you can do anything without consequence.So, what can hurt our Email Reputation?
These factors are typically used by antispam filters to tag offenders.
- The number of complaints, often generated by recipients flagging the e-mail as spam.
- The percentage of mail sent to nonexistent e-mail addresses.
- The frequency with which mail hits spam traps (e-mail accounts set up to monitor spam).
- Unsubscribe performance. How quickly is a recipient unsubscribed or are such requests ignored?
- Sending infrastructure. Spammers tend to have poor sending infrastructure, often stealing resources.
- Volume--how frequently and how much mail is sent.
Good email habits are important and in fact, your sender identity and reputation are becoming more important as well as effective as a way to combat the overwhelming spam challenges. In fact, even though content is very important, it now outweighs content filtering as being more reliable and with better results than having your friend's email end up in the Junk box. In the follow up issues, we'll discuss a variety of topics including how to establish an email reputation, little things we can do to avoid traditional antispam filters and much more.
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