Whitelisting vs. Reputation Management

In the battle against spam, ISP’s came up with strong spamfilters. Due to this spam filtering process some legitimate emails were also blocked, known as false positives. To avoid this kind of email deliverability problems, a process of whitelisting was implemented, certainly not the easiest method. Why would an ISP whitelist a sender if it isn’t of any interest for him. But anyway, whitelisting procedures are almost over. The new standard is Reputation Management.

The reputation of your sender IP address is more and more becoming most important factor of whether or not your email will end up getting blocked by the spam filter. The reputation scoring mechanism is looking to several factors of your email communication:
– What is the volume of emails that you are sending?
– How often are you sending emails?
– Do you have a high bounce rate on your email campaigns?
– Do people complain about your emails by hitting the spam button?

This new way of working brings up a whole new perspective on your email communication. The opinion or perception of the receiver has a higher value than just the local legislation or any other spam filter rule.

So here is your to do list:
– Start working with a clean opt-in list
– Make your communication relevant to your contacts
– Work on your bounce management (pay attention to
delete your bounces on the list).

Using a scoring system such as the EmailGarage EmailHealthScore makes it easier to maintain the quality of your list (e.g. everything below 3/10 should be removed or blocked). Indeed the Email Service Provider can manage the technical infrastructure and make it as clean as possible, but you can be of great help to maintain a good SenderScore by deleting your bounces.

Kenny Van Beeck

One Comment

  1. serghuk
    Posted May 4, 2009 at 2:50 pm | Permalink


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