Sending consistent emails at frequent intervals can help brands improve their Sender Score

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 10, 2020, 2:35 AM UTC

A Sender Score is a points-based system which rates the reputation of every outgoing mail server IP address on a scale of 0 to 100.

Brands must evaluate Sender Scores to assess their mail server’s IP address reputation and enhance deliverability rates. Tools like Return Path consider factors like spam complaints, domain and IP reputation and volume to determine a brand’s sender score.

Organisations with a bad sender score must ensure the volume and frequency of emails sent by them are consistent. Marketers should send emails in small batches on a new IP address to avoid being marked as spam.

Scores over 80 are regarded as good, suggesting the higher reputation of an IP address. To check sender score, marketers can go to SenderScore.org, click “Get Your Score”, enter the IP address and contact information, and click “Submit”.

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