### 날짜 : 2023-12-08 14:33 ### 주제 : Sender Reputation #마케팅 #공부 ---- # **Sender Reputation in Email Marketing:** > Sender reputation is a critical factor that email service providers (ESPs) and internet service providers (ISPs) use to determine whether your emails should be delivered to recipients' inboxes, marked as spam, or blocked altogether. Maintaining a positive sender reputation is essential for the success of your email marketing campaigns. Here are key aspects to consider: 1. **Relevance and Content Quality:** - Send emails that are relevant to your subscribers. Tailor your content to their interests, preferences, and behaviors. - Ensure that your emails provide value and are well-crafted. Avoid sending emails with poor grammar, broken links, or low-quality images. - Use personalized subject lines and content to increase engagement and relevance. 2. **Permission-Based Email Marketing:** - Build your email list organically by obtaining explicit consent from individuals who want to receive emails from you. - Avoid purchasing or renting email lists, as these often lead to high complaint rates and damage your sender reputation. 3. **Avoid Spammy Tactics:** - Stay clear of spammy practices such as using deceptive subject lines, excessive use of capital letters, or misleading content. - Include a clear and easy-to-find unsubscribe option in every email to allow recipients to opt out if they wish. 4. **Engagement Metrics:** - Monitor engagement metrics like open rates, click-through rates (CTR), and conversion rates. High engagement signals a positive sender reputation. - Clean your email list regularly by removing inactive or disengaged subscribers to improve overall engagement rates. 5. **Authentication and Authentication Records:** - Implement email authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). - Ensure that your DNS records are correctly configured to authenticate your domain and protect against email spoofing. 6. **Managing Unsubscribes:** - Make it easy for subscribers to unsubscribe from your emails. Frustrated recipients are more likely to mark your emails as spam. - Honor unsubscribe requests promptly and automatically to maintain trust. 7. **Compliance with Regulations:** - Comply with email marketing regulations such as the CAN-SPAM Act (in the United States) and the General Data Protection Regulation (GDPR) (in the European Union). - Provide a physical mailing address and a clear way for recipients to contact you in your emails. 8. **Monitoring and Feedback Loops:** - Monitor feedback loops provided by ISPs and ESPs. These reports can help you identify and address issues with your emails. - Regularly check your sender score and reputation using tools like Return Path or SenderScore to track your email deliverability performance. By consistently following best practices and maintaining a positive sender reputation, you increase the likelihood that your emails will reach your subscribers' inboxes, ensuring that your email marketing efforts are effective and successful. ### 출처(참고문헌) - ### 연결문서 - [[9.4 Email Marketing]]