Six Ways to Maintain Sender Reputation as the Inbox Evolves

The changing metrics of sender reputation will have a profound impact on e-mail and social marketing. Here are some tips for maintaining it.

1. Know your sender reputation. Be sure you know what your "delivered" reports are telling you -- is it your bounce rate or your inbox placement rate? They are very different. Keep tabs on your data with free stats from senderscore.org or dnsstuff.com.
   
   
2. Track complaints by signing up with all available feedback loops from the ISPs. Look at the data you get back from bounces and filtering services like Cloudmark and hosted exchange services. Profile the subscribers who complain, and track the message types or cadence that drives the most complaints. Actively change your program to adjust to this feedback. It's the single biggest factor in reputation, and must be addressed at the root cause level...

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Date: 2/16/2010

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