An Email Marketing Glossary For Beginners And Experts Alike Part 20

May 31, 2010

ESPs will also automatically remove anyone from your list who makes spam complaints via the Mark As Spam button in their email software.  If you’re not using an ESP you usually won’t know who is making spam complaints against you until it’s too late.  ESPs will also provide you with reporting for each campaign sent on the dead email addresses.  Be sure to remove all hard bounces immediately.  Give emails who soft bounce a second or third try.  If they still come back as undeliverable then remove them from your database.

Yet another reason to use Email Service Providers is they have great email reputations.  Consequently, using them gives your emails a far better chance of reaching recipient inboxes and getting read.

Reputation Service Provider (RSP) – an RSP is a company who provides accreditation and reputation services to email senders.  If you’re sending out large amounts of emails then getting on an RSP’s approved senders list is a great way of ensuring your emails are reaching your recipients.  RSPs collect data about bounces, complaints and other user activity and aggregate it into a master database similar to the credit reporting system used for getting a loan. This data is used by email providers to decide which messages are spam or not and used by senders to monitor and improve their mailing practices. Examples of RSPs include Goodmail, Karmasphere, Lashback and SenderScore.

SenderID – an authentication standard used by Microsoft, one of the pioneers of email reputation.  SenderID goes slightly beyond SPF records (explained later) by looking at the headers of your messages message to determine the PRA, or purported responsible address.

Single Opt-In – this is where someone has signed up for your mailing list but you haven’t confirmed they are who they say they are.  In other words, someone may have given you their email address simply to get at one of the reports or other information you’ve enticed them with.  Since you’re not confirming their email address is actually theirs they often provide you with a fake email.  Furthermore, single opt-in doesn’t confirm with the user they actually want to receive your mailings on a regular basis.  So always use a double opt-in process.  A double-opt in process proves the sign-up is who they say they are and that they have given consent to receiving your emails by clicking the confirm link in the confirmation email they receive at the email address they provided.

Filed under: Using Email For Attracting Buyers/Sellers

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