Benjamin Franklin once said, “It takes many good deeds to build a good reputation, and only one bad one to lose it.”
Bonnie Malone of Return Path shares on how just one misstep can truly wreak havoc on your deliverability:
“What exactly does reputation have to do with email? Sender reputation is a combination of factors that contribute to your status with mailbox providers as a good or undesirable sender. It’s a key factor in deliverability and an indicator of how likely your email campaigns are to be successfully delivered to subscribers’ inboxes (instead of landing in their junk folders or being blocked altogether).
Sender reputation is complex and dynamic, changing with each IP address you use and every campaign you send. Just one misstep can wreak havoc on your deliverability. Your email strategy may be impacted by one or several of the contributing factors that determine your sender reputation:
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Sending history: Also referred to as “permanence,” sending history is the length of time your brand has mailed from a specific IP address(es). Senders with long, established history at an IP address provides the mailbox provider with confidence that the sender and its messages are legitimate. In contrast, spammers change IP addresses often and quickly, making a limited sending history a risk factor. If you’ve changed ESPs recently or started sending from a new IP address, your sender reputation may be negatively impacted until you establish sufficient history…” [READ ORIGINAL ARTICLE]