In the world of email marketing, sender reputation is everything. If your emails are sent from an IP address or domain with a low reputation, they’re more likely to end up in spam folders, never to be seen by your intended audience. For marketers using platforms like Marketo, low sender reputation can be a major roadblock to effective email campaigns. But what exactly causes low sender reputation, and how can you overcome it to improve deliverability?

In this guide, we’ll dive into the common reasons for low sender reputation and actionable steps to ensure your emails consistently reach your subscribers’ inboxes.

Understanding Low Sender Reputation

A low sender reputation indicates that email providers (such as Gmail and Outlook) perceive your emails as potentially unwanted or spammy. Several factors contribute to a low sender reputation:

• Complaints and Bounces: High complaint and bounce rates signal to providers that your emails may be unwanted.
• Newly Set-Up Domains or IPs: Sending from a fresh IP address or domain without proper warm-up can raise red flags.
• Inactive or Purchased Lists: Engaging with outdated or non-opt-in contacts lowers engagement rates, hurting your reputation.

Actionable Solutions to Improve Sender Reputation

Monitor Sender Reputation Regularly
Use tools like SenderScore or platforms with reputation monitoring, such as Marketo, to keep an eye on your sender reputation. Knowing where you stand can help you take action before deliverability issues arise.

Implement Double Opt-In
A double opt-in process ensures that everyone on your list genuinely wants to receive your emails. This additional confirmation step helps filter out invalid or uninterested contacts, improving engagement rates and sender reputation.

Regularly Clean Your Email List
Keeping your list healthy is crucial for maintaining a high sender reputation. Remove inactive or disengaged contacts regularly to prevent complaints and reduce bounce rates.

• Quarterly Cleaning: Schedule quarterly list cleanses to remove unengaged subscribers.
• Engagement-Based Segmentation: Segment your list by activity level, ensuring inactive contacts are re-engaged or removed.

Warm-Up New IP Addresses Gradually
Sending large volumes of email from a new IP address without warming it up first can trigger spam filters. Gradually increase your sending volume over time to build a credible sending history.

• Start with Engaged Users: Begin by emailing your most engaged subscribers to build positive engagement from the start.
• Increase Volume Incrementally: Slowly add more recipients to avoid sudden spikes in volume.

Why a High Sender Reputation Matters for Your Business

A high sender reputation doesn’t just mean better deliverability; it means more of your messages are reaching the people who need to see them. Improved deliverability results in:

Higher Open and Click-Through Rates: With more emails reaching the inbox, engagement rates naturally increase.

Enhanced Customer Trust: When your emails avoid spam folders, customers perceive your brand as reliable and trustworthy.

Increased ROI on Campaigns: A healthy sender reputation maximizes the effectiveness of your email campaigns, driving better results for your business.

Conclusion

Maintaining a high sender reputation takes continuous effort, but the payoff is worth it. For marketers using platforms like Marketo, following best practices like list hygiene, gradual IP warm-ups, and regular monitoring can significantly enhance deliverability. Leadous is here to guide you every step of the way with proven strategies to keep your emails in the inbox.