How to Keep Your Email Reputation Database Clean
Getting emails into subscribers’ primary inboxes rather than spam folders and being blocked entirely depends on an email domain’s reputation score. A poor reputation leads to missed business opportunities and directly impacts pipeline generation and revenue. Keeping up with good practices and monitoring key metrics like click-through rates, bounce rates, spam complaints, and deliveries to watchdog technologies (like spam traps) is critical to maintaining deliverability health.
While email email reputation database tools do a great job of evaluating some aspects of a domain’s reputation, they often don’t tell the whole story. An email domain’s reputation is multifaceted and highly dependent on the scoring processes of individual mailbox providers. Just because a third-party tool gives your email domain a high score doesn’t mean your content won’t be throttled, sent to the spam folder, or receive a higher number of hard bounces.
What Is an Email Reputation Database and How Does It Work?
As a result, it’s important to use reputation tools that evaluate factors like domain-based and IP-based scores and track the nuances of mailbox provider scoring processes. It’s also important to monitor email delivery metrics and look for patterns that indicate reputation changes. For example, an increase in hard bounces or unsubscribes can hurt domain reputation and a sudden spike in spam complaints can also damage email deliverability.
In addition to monitoring these key metrics, email marketing teams should routinely analyze and clean their database. This helps them avoid the 22.5% annual contact data decay that can lead to stale lists and lower engagement metrics, which then negatively impact the sender domain’s reputation score. Allegrow’s unlimited verification approach allows teams to reverify their entire database without budget concerns and encourages them to do so on a regular basis to keep their emails relevant, timely, and engaging for their prospects.
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