Most ISPs rely on your IP or domain reputation when deciding whether to accept, reject or black hole email sent by your organization. Usually, senders with a good IP and domain reputation will have their email newsletters and email marketing accepted by the majority of ISPs, while senders with a poor IP or domain reputation will have the door slammed in their face and their email either rejected or black holed.
How to Build and Maintain a Good IP Reputation
Why Email Recipients Complain
There are only a few reasons why a person would complain about receiving your email.
How Email Recipients Complain
When an email recipient or subscriber complains about an email they received, they normally don’t tell you, but instead tell their ISP. This sometimes makes it difficult for you to know that an individual has complained about receiving your unwanted email. There are a few different ways that recipients can complain about the unwanted email they received.
With web based, free email service providing ISPs like Yahoo, Gmail and Hotmail, the ISPs simply count the votes. With most ISPs, a >0.1% complaint ratio is acceptable. So, if you send to 100,000 recipients and receive 99 complaints from any single ISP, you’re most likely safe. Obviously, your goal should be to receive no complaints, but the possibility of not having a single person click the spam button is unlikely, unless your email list is extremely small.
Monitor your Email Campaigns and be Proactive
Be sure to follow best practices when you’re sending email newsletters or promotional email messages. Analyze your results. If you find a specific email marketing campaign you sent generated a large number of complaints or the number of unsubscribes was higher than usual, make sure to take the time to review the email you sent and determine the cause. The need to continually monitor and tweak your email campaigns should be a mandatory part of your post campaign review to ensure your recipients are receiving wanted and valuable information.