Post by Chris Arrendale of Inbox Pros
This blog post is part 2 of a 4 part series on reaching the inbox with your marketing emails. Be on the lookout for parts 3 and 4 in the upcoming weeks, where we’ll explain how to ensure your emails are landing in the inbox.
Who doesn’t like to make friends? In the ever-evolving world of email deliverability, making friends is essential to getting to the Inbox. In this post we’ll review step 2 of getting to the Inbox by reviewing feedback loops and getting allow listed, and researching your reputation to ensure you are “popular” with an Inbox.
Feedback Loops, or FBL, allow originating senders to receive messages back from users who marked their message as spam. The ISP then forwards this feedback back to the ESP (or the sender) at a designated email address, which has been put in place to receive these messages. When the feedback is received, the recipient’s email address is suppressed from the sender’s list and the recipient will no longer receive messages from that sender. The feedback loop has to be set up by the owner of the IP address, typically the ESP (Email Service Provider) or MAP. It typically involves filling out a form for the feedback loop (Hotmail, Yahoo, AOL, Comcast, etc.) and including the sender’s IP address or domain.
Another step in making friends is being allow listed. When a sender is allow listed, their IP address and/or domain is essentially “allowed access” into a network. The sender also bypasses typical “checks” designed to quarantine emails. Allow listing is now mostly done at the mailbox level. Most ISPs have gone toward the engagement model and putting the allow listing effort back into the subscriber’s hands. If there is certain email content that you always want to receive, you can allow list an email from them directly in your Inbox, which is called “local allow listing.” This will ensure that you always receive content from that sender
One of the things that I often tell senders is to make sure that they are using a real email address as their “from email address” (not a noreply), to foster communication between the sender and receiver. Not all ISP’s and Inbox providers have allow lists, but research those that do and get signed up!
Using allow lists work to help allow approved or wanted messages through a system, but the biggest aspect of making friends is building your reputation.
Your Reputation online is imperative in getting to the Inbox. There are several online sites that allow you to check your reputation including AOL, Barracuda, Sender Score, Senderbase and TrustedSource just to name a few. It’s important to check your reputation often to monitor how you are received by subscribers in regards to spam traps, complaints, unknown users, etc. All of those items factor into deliverability reputation and each filter, network, etc. weighs each one differently. I always tell clients that all of them are important and to watch all of them closely.
In the next post we’ll discuss Step 3 of getting to the Inbox. Our focus in that post will be to provide best practices for design campaigns and creating content that will get you into the Inbox. To learn more about Inbox Pros, visit their site here. To learn more about LiveIntent, visit our Contact Us page.