It was Rock and Roll Hall of Famer Joan Jett who claimed in a famous song that she didn’t give a damn about her bad reputation. That approach worked for her but it doesn’t make for a very effective B2B email marketer.
It turns out that your email sender reputation is critical for ensuring successful email delivery. According to a new report by Return Path, highly reputable email senders enjoy 20% higher delivery rates compared to other senders.
A sender’s reputation score – which is a number between 1 and 100 – is used by email service providers (ESPs) to assess the likelihood that an email sent from a particular IP (Internet Protocol) address is legitimate, and desired by the recipient. A mailer that sends too much unwanted email or spam is more likely to have a lower reputation score, and as a result, their emails will be “filtered” by being forwarded automatically to the spam email box.
In the Return Path report, emailers with reputation scores above 90, on average, drove 90% of their emails to their desired recipients. However, those senders with a reputation score between 81 and 90 had only a 72% delivery rate, while those with a score between 71 and 80 saw less than half (45%) of their emails delivered.
The report concluded that IP addresses with a higher sender score will “generally receive better inbox placement, particularly at Gmail, Yahoo, and Microsoft.” The top takeaway from the report, however, is that reputation scores matter to all ESPs, and B2B email marketers need to keep the following information in mind:
It is crucial for B2B email marketers to take the necessary steps to maintain healthy email list hygiene, generate interaction with their recipients, and ensure a good reputation and standing with their ESPs. If not, those email senders who ignore complaints, retain spam traps and fail to remove unknown users from their campaigns will receive lower reputation scores. In addition, they’ll experience ever diminishing delivery rates and even risk being banned by ESPs.
And that’s a reputation nobody would want. Perhaps not even Joan Jett!
Outward Media’s accurate, targeted email data can help you achieve better email marketing ROI, and convert more prospects into customers. Ask us how. Also, take a look at our complimentary e-book on building a successful B2B email marketing database.