Reputation is Everything

Posted on January 8th, 2009 by Larry Chase

In the email universe, a sender’s IP address is given a reputation score by receiving mail servers. The reputation score is based on the “cleanliness” of the email list. That is to say, bouncing emails and the like have been removed from your email list. As the sender of marketing emails, you (or your company) earns a human reputation based upon how your recipients feel about you. Do they think, “How many times have I opened this company’s email and there’s nothing there for me?,” Or do they say, “Oh boy, it’s here!” Both technical and personal reputation scoring are often based on the sender’s previous actions. Keep this in mind before you hit the send button on your next campaign. It’s not just the response rates of that particular campaign that are on the line. It’s the response rates to all of your future campaigns that are on the line as well.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.