What is Domain Reputation and How it Affects Email Deliverability

domain reputation

Domain reputation is very crucial to email deliverability. If you don't look after your domain reputation your email deliverability will decline which will affect your marketing RoI. So in this article, we will explore what domain reputation is, how it connects to email deliverability and how we can keep it up.

Table of Contents

What Is Domain Reputation?

Domain reputation refers to the health or condition of your branded domain. Who determines your domain reputation? ISPs & Mailbox providers. This means that your reputation online is governed by every factor in which your domain and IP are consumed during the emailing process and also your email deliverability rate. Email deliverability in turn is affected by factors like spam complaint rates, blacklists, spam traps, bounce rates, and engagement. As a result, these events affect your domain reputation to a large extent.

What Does It Mean to Check My Domain Reputation?

Checking domain reputation means figuring out how well you land up in a receiver’s inbox. If your email content is high-grade and relevant, it is likely that your domain reputation score will be higher.

High-quality emails or relevant content are emails that receivers often click on. If your email content is valuable, subscribers may also forward your email to third parties. These factors help improve and ensure your domain reputation score remains high, preferably above 5, with a maximum reaching 10.

How to Check Domain Reputation?

There are many free resources online where you can check your domain reputation. One of the most notable domain reputation tools is Google Postmaster Tools, which is a top receiver for many senders.

Once you utilize this domain reputation tool, it will provide you with a reputation grade from Google, which gives you insight into your delivery information to recipients that utilize Gmail.

Factors on Which Domain Reputation Depends

The six key factors that affect the domain reputation are:

1. Blacklisting

Blacklists are created by ISPs and mailbox providers to prevent spamming. Mailbox providers use blacklists to filter out emails from spammers. Blacklisting occurs when email recipients mark emails as spam or junk. If a particular email that is sent out to a large database has a high spam complaint, it could result in the domain being blacklisted. Blacklisting adversely affects a domain’s reputation and can decrease your domain’s repute considerably.

2. Spam traps

Spam traps are fake email addresses found on hidden locations across the web operated by Blacklisting services. You should be wary of sending emails to Spam traps because this could hinder your email deliverability considerably. Spam traps are difficult to identify as compared to bounce rates and spam complaints and they don’t respond to emails or sign up for mailing lists.

3. Poor emailing practices

Your email timing and quality of content in the email matter highly. Moreover, the kind of emails you send out, whether they are sent straight to junk or spam, overall affects email deliverability.

4. Poor email engagement

One of the main reasons for the deterioration in a domain’s reputation is also poor email engagement. High rates of unsubscribing and poor open email rates due to poor email quality, can lead to poor email engagement and in turn, a bad domain reputation.

5. Volume consistency

Legitimate marketers grow their subscriber base as the business grows. With time, more emails are shared on a frequent basis. The domain reputation largely depends thus on the consistency and volume of emails sent.

6. Domain Age

The length of your domain’s existence is its age. Anti-spam filters check the domain age so it’s important that you warm your domain up, i.e. use it at least for three months by sending out cold emails to your database to establish a good sender reputation.

Steps to Improve Your Domain Reputation

To improve domain reputation, try the following-

  • Use an SPF or Sender Policy Framework technique to ensure your email is authenticated. Also, you can use security certifications like DKIM and DMARC to prove your legitimacy to ISPs and ESPs.
  • Try double opt-in or confirmations when adding subscribers to your database.
  • Avoid using spam words in the subject line.
  • Regularly clean your email lists.
  • Avoid getting blacklisted, or constantly checking whether your domain has been blacklisted.
  • Ensure proper frequency and timing of emails being sent.
  • Warm-up your domain by sending your database emails consistently.
  • Make it a regular habit to review and monitor your DNS records. This will help you understand if everything is technically configured and your email deliverability is happening properly.

Why Should You Monitor Your Domain Reputation?

By keeping an eye on your IP and domain reputation, it will be easier to reach a customer’s mail server. If your business depends on digital marketing, sales, or outreach, then it is imperative for you to pay special attention to your domain reputation. As it is, domain reputation is always the first domino to fall before your entire digital presence crumbles. And once your domain reputation is low, it will require a lot of effort and expertise to rebuild all that reputation again.

Key Takeaways

Getting email deliverability right

is not an easy task, but it’s achievable. One easy way to ensure it is by having a good domain reputation. Use domain reputation checkers to keep a tab on how well your domain is responding on the web.

Email deliverability and excellent domain reputation mean you are undertaking best practices and can get conversions, make money, and generate more leads.

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