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Sender reputation and Marketing Cloud best practices

Julkaisupäivä: Oct 13, 2022
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Sender reputation refers to how email service providers' view of a particular sender's messaging quality, and can affecft inbox placement.

Sender reputation is associated primarily with the sender's IP address, but domain reputation is tracked as a secondary identity as well.

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Factors contributing to sender reputation

  • Spam complaints
  • Invalid addresses
  • Bounce rate
  • Spamtrap hits
  • Authentication (SPF, Sender ID, DKIM)
  • Third-party blocklists
  • Engagement


Best practices

Building a good reputation is the key to inbox delivery. Focus on:
  • Send only to opted-in subscribers. Consider implementing a double opt-in system.
  • Comply with anti-spam regulation such as CAN-SPAM .
  • Honor unsubscribes promptly.
  • Cease delivery to repeatedly-bouncing addresses. Marketing Cloud does this automatically .
  • Cease delivery to addresses making spam complaints. Marketing Cloud attempts to do this automatically for ESPs providing feedback loop functionality.
  • Send subscribers only what they expect, from identities they are familiar with.
  • Use clear, easy-to-understand processes for opting in and unsubscribing.
  • Don’t buy lists, don’t append. (You can’t buy an opt-in!)
  • Adopt email authentication tools (SPF, DKIM, DMARC).

For more in-depth treatment of sending best practices, review industry standards from the Messaging, Malware and Mobile Anti-Abuse Working Group (M3AAWG) and the Certified Senders Alliance (CSA).
Knowledge-artikkelin numero

000382425

 
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Salesforce Help | Article