Reputational Factors That Impact Deliverability

A strong sender reputation is a pillar for effective email marketing. It significantly influences the destination of emails – inbox or spam folders, which affects engagement and return of investment (ROI) on campaigns. 

Factors that Affect Reputation

Inbox Placement Rate (IPR)

This metric is a percentage of emails delivered to the inbox rather than spam. The IPR depends on factors like list quality, relevant content, and proper authentication.

Click-Through Rate (CTR)

This is the ratio of those who click on links within your emails to the total recipients. A high CTR indicates your content is valuable and engaging.

Open Rate 

This metric measures how many recipients open your emails. Although this metric is not very reliable, factors like subject lines, sender names, content, and timing affect its value. 

Bounce Rate 

It highlights how many messages fail to deliver. Keeping lists clean and regularly removing invalid addresses is essential to reducing bounces.

Spam Complaint Rate 

This is the rate at which recipients mark your emails as spam. High complaint rates often stem from difficulty unsubscribing or overly frequent messaging.

Email Volume

A sudden or dramatic increase in the number of messages can trigger filters, which bounce your emails straight into the spam folder.