What's the best way for a brand to think about building a strong sender reputation?
Think of it as a bank account.
Bad things can happen when you send out marketing emails. Complaints, bounces, opt-outs, and recurring delete-without-reads all generate negative signals that tell ISPs the folks you send to aren't interested in what you have to say. These negative signals are debits against your reputation.
Good things happen too, though, right? Subscribers open, click, forward, and reply with questions. These positive signals tell ISPs that subscribers want what you send. These are credits in your account, and they enhance your reputation.
Problems occur when you overdraft. You start getting marked as SPAM when your ratio of positive to negative signal suggests that too many people on your list don't want what you are sending. Maybe you bought a low quality co-marketing list, don't practice good list hygiene, or don't send consistently enough for people to care.
I get asked a simple question almost weekly, "I screwed up my sending reputation. How do I fix it?"
Generate more credits than debits.
Google rolled out AMP for email last year, and we've heard a lot of brands asking about its potential. We are bullish on AMP but are advising our clients to invest cautiously in the near term. The additional production cost probably won't generate ROI, yet.
We just updated an article on using win-back emails to engage lapsed purchasers. The basics are still the same. To know when to trigger a win-back, you need to understand average purchase latency for the type of customer you're trying to re-engage. Then trigger the workflow when purchase latency crosses into abnormal territory.
We just rolled out the ability to sync your Rejoiner audiences with Facebook. Some ideas: Send cart abandoners to a Facebook audience and pair your Rejoiner workflows with display ads. Or, send new subscribers to FB and power lookalike audiences. There are lots of possibilities. Let me know if you'd like to get FB sync set up.
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