Reputation, Reputation
In Part 1 we looked at sending practices generally and got an understanding of what factors can affect deliveries. Overall, even with what we’ve considered here, there are still factors that need to be considered when it comes to reputation. Typically there are two areas of reputation to be considered: Domain Reputation and IP reputation. Each of these are distinct and separate, and whilst there’s no direct link as such between the two, they do work hand in hand and can have impacts on each other in both positive and negative manners. Let’s look at each of these in turn.Domain Reputation
This is the reputation that your Domain has on the internet. Note that this also includes your masked domain that you are sending from. The two go hand in hand, and just as one can positively affect the other, they can both equally affect each other negatively as well. Remember when you sign up with us we ask you to set up a subdomain to send from. As an example your storefront might exist at amazingclothesforsale.com . With that in mind you decided to set up two subdomains with us when you signed up with us (oh, yeah, you can do that). They were:- news.amazingclothesforsale.com
- notifications.amazingclothesforsale.com
IP Reputation
Your IP Reputation is the reputation of your sending email IP address. Whether you are using a dedicated or a shared IP address has an effect on your IP Reputation. If you’re a large enough sender you may have a dedicated IP, but if not, you will be within what we term a Pooled IP range. This range has been determined and selected for you based on your current (or recent) campaign results. It’s a joint responsibility for our company and yours to get you a good result. And in case you’re worried because you’re in a pool and want to be considered for a dedicated IP so it’s all under your control, we can arrange for that for you. There are things you need to consider when it comes to doing this, though. First and foremost will be the volume of emails you send. Oh, don’t go thinking this is an excuse to start sending masses more emails though, because that won’t necessarily help. What we’ll do is analyse the traffic you’ve been sending over time, and work out if a dedicated IP is the best thing for you. If it is, we’ll work with you to get it set up and ready to go. And we’ll always start you off on an IP that already has a good reputation, because otherwise it’s a waste of both our times, and your money. Either way, we’re here to make sure we deliver the best possible results for our clients so we’ll do the obvious things in managing the delivery of the campaign. These may include one or more of the below (and may also include other things we’ve not mentioned here):- Sending at the best possible rate as determined by your requested send time.
- Respecting back-off instructions (where a given ISP has said that your campaign needs to be slowed in speed to allow for a clearer response from the intended recipients as to whether this campaign is wanted or not).
- Dealing with Feedback from campaign recipients
- Instructions presented by you for delivery such as Split Content Optimisation, Intelligent Time Sending, etc.
- Throttling that may have been requested or advised.