Q: Do I need to be concerned about my sender reputation when sending triggered email messages?
A: Absolutely. Good sender reputation is critical whether you're sending transactional emails or commercial emails, and whether you're sending messages via ExactTarget's triggered email interactions or sending a traditional campaign to a list of subscribers.
Regardless of whether email is triggered to an individual subscribers or sent via a marketing campaign to many subscribers, senders with a good reputation get their mail delivered to the inbox, while those with a poor reputation find their mail in the junk folder…or worse.
Sender reputation is typically most affected by complaint and bounce rates. It’s no surprise that if you get too many complaints or have too many bounces, and you'll damage your sender reputation. You can avoid complaints by sending mail that subscribers have asked for and are expecting to receive, as well as mail that subscribers find relevant. Triggered emails are often the most anticipated and relevant messages you can send; however, overwhelming a recipient with unrelated promotional content or an envelope field that doesn’t represent your brand can increases the chance they may complain about your message.
Bounces can be mitigated by building in a method of address verification into your address capture process. Often, asking users to enter their address twice to verify that both entries match will eliminate typos. And, ensuring that your content is compelling will help ensure users give you a legitimate address to begin with.
Phil Schott
Sr. Deliverability Consultant
A: Absolutely. Good sender reputation is critical whether you're sending transactional emails or commercial emails, and whether you're sending messages via ExactTarget's triggered email interactions or sending a traditional campaign to a list of subscribers.
Regardless of whether email is triggered to an individual subscribers or sent via a marketing campaign to many subscribers, senders with a good reputation get their mail delivered to the inbox, while those with a poor reputation find their mail in the junk folder…or worse.
Sender reputation is typically most affected by complaint and bounce rates. It’s no surprise that if you get too many complaints or have too many bounces, and you'll damage your sender reputation. You can avoid complaints by sending mail that subscribers have asked for and are expecting to receive, as well as mail that subscribers find relevant. Triggered emails are often the most anticipated and relevant messages you can send; however, overwhelming a recipient with unrelated promotional content or an envelope field that doesn’t represent your brand can increases the chance they may complain about your message.
Bounces can be mitigated by building in a method of address verification into your address capture process. Often, asking users to enter their address twice to verify that both entries match will eliminate typos. And, ensuring that your content is compelling will help ensure users give you a legitimate address to begin with.
Phil Schott
Sr. Deliverability Consultant
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