Domain Reputation (example)
It may seem strange however once a DMARC record is implemented for a domain it is most likely visible for the first time to receiving email servers that contribute to rating your email reputation.
Your domain reputation is critical and will be affected by the technical implementation of your email servers and products using email, the volume of emails flagged as Junk or SPAM, authentication alignment and the alignment of publicly available records such the domain registration and the address on each email.
Make domain reputation monitoring part of your digital strategy with these tools:
- Zulu Trusted Sender Check Vital
- Google Postmaster Recommended
- Sender Score by Return PathRecommended
- DMARCIAN Email Security ReportsRecommended
Interpreting the information is vital
Email feedback loops and sophisticated technology built to protect email servers from Viruses SPOOF, Phishing attacks, SPAM and Junk mail are monitoring senders of email everytime an email is sent.
Just as you are being held to account for the quality, volume and technical nature of your emails your organization needs to understand the risks associated with certain behaviours that will cause your reputation to quickly decrease
External to the technical requirements these vital practices can make or break a domain's reputation:
- Contact / Subscriber acquisition - can a digital footprint be shown for subscriber opt-in?
- Content and relevancy to the recpient
- Following these sending best practices
Train your team and report weekly
Technical Email Strategy
Put as much mail through one source as possible (not via the MX). For example notifications, invoices, web sign-ups, Apps, campaigns etc should all go through an MTA. By splitting these functions you are reducing the consistency of regular email and by doing so you are making it very easy for email administrators to block or disregard your email.
The mail receivers don’t like campaign only email sources, it will hurt your domain reputation or at very least it will fluctuate and confuse analysis. By having too many sources of email you will not be able to pinpoint where reputational damage is occurring.
We do NOT recommend a dedicated IP address for under 750,000 million emails per month. Even then 1.5 million makes more sense. Why? Because when you have a dedicated IP you should use RDNS and that means you must register and manage the feedback loops etc.
Finally, do an audit of your apps and make sure you can route the emails via an SMTP gateway that is connected to your campaign platform, try and avoid CNAME SPF as it oftem causes SPF errors.
Too many sources will hurt reputation
Sales & Marketing Tips
Mostly marketing and sales teams have been avoiding the reputation tools that mail receivers have been using for years that are sophisticated and designed to catch you out.
By using and ESP such as Zulu eDM (until we mandated DMARC), MailChimp, Constant Contact etc appear to be using your domain in the MAIL FROM field. The SMTP:FROM (return path) is the domain that actually what is deemed as the sender.
That domain is shared amongst all of the clients using that software. So your opens are dictated by the average new, old, poor and good campaigners. When your domain becomes compliant your reputation can be monitored and you will quickly see if your practices are acceptable.
This is the perfect time to re-establish trust and to communicate the steps you have implemented (or implementing) to protect your customers and the community from SPOOF. look at the volumes youa are sending and if there are tools such as ou conditional content campaign add-on to send less email and more targetd messenging. Invoices, SMS numbers and App messages all should be revieed and then where applicable share support information.
It is time to rethink e-blasting