It’s crucial to understand that every email you send represents you or your organization, and the reputation of your mail server can have a significant impact on whether your emails are delivered or not. In this article, we will discuss the secrets of mail server reputation and how to maintain a positive reputation.
The first secret to maintaining a positive mail server reputation is authentication. Authentication is the process of verifying that an email message is actually coming from the sender it claims to be from. It is essential to set up authentication protocols like SPF, DKIM, and DMARC to ensure that your emails are properly authenticated. This will prevent spammers from using your domain name to send spam emails, which can harm your mail server reputation.
Campation PostOffice™ has its setup wizzard that helps you to set all values (SPF, DMARC, DKIM) in DNS perfectly. In addition, all your emails are digitally signed.
IP Address Reputation
The reputation of your mail / web server’s IP address is critical to email deliverability. ISPs and email providers use reputation scores to decide whether to deliver an email to the recipient’s inbox, spam folder, or reject it altogether. It’s essential to monitor your IP address reputation regularly and take action if it starts to decline.
Campation PostOffice™ continously monitors hundreds of black lists and warns you if your server appears on one.
The volume of emails you send from your mail server can also impact your reputation. ISPs and email providers monitor the number of emails you send and may flag your mail server if you suddenly increase your email volume. It’s essential to maintain a consistent email volume, and if you need to send a higher volume of emails, you should do it gradually over time.
It is also important to warm up your mail server (see Why and how to warm up a mail server)
Engagement is a crucial factor in maintaining a positive mail server reputation. ISPs and email providers monitor the engagement of your emails, including open rates, click-through rates, and spam complaints. If your emails have low engagement rates or high spam complaints, your mail server reputation may suffer. It’s essential to send relevant and engaging emails to your recipients to maintain high engagement rates.
Campation PostOffice™ has different tools available to increase the engagement of your subscribers: e.g. Campation InaGuard™ blocks all subscribers that since a longer time did not interact with your emails.
Feedback loops are an important tool for maintaining a positive mail server reputation. ISPs and email providers offer feedback loops that allow you to receive notifications when your recipients mark your emails as spam. By using feedback loops, you can quickly identify and resolve any issues that may harm your mail server reputation.
In conclusion, maintaining a positive mail server reputation is essential for successful email deliverability. By following the secrets discussed in this article and by using Campation PostOffice™ to send your emails from within WordPress, you can improve your mail server reputation and ensure that your emails reach their intended recipients’ inboxes. Remember to monitor your reputation regularly, and take action if you notice any issues that may impact your reputation.