MARKETING AND BUSINESS DEVELOPMENT
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Two topics are of growing importance for legal marketers
and business development practitioners — email reputation and
engagement. With law firm inboxes continuing to bulge and email
management remaining a top challenge for firm leadership, the topic
of email reputation is of growing interest. It's important to understand
the firm's email reputation, its relevance, and ways beyond traditional
clicks and opens to measure firm engagement with contacts.
Assessing Your Email Reputation
Do law firm marketers know all they need to about email reputation?
Based on my experience at Legal Marketing Association (LMA)
conferences and ILTA webinars, the answer is a resounding (but
hopeful) "not quite."
Did you know that up to 25 percent of your email messages
won't ever arrive if you have a poor email reputation? No maer how
beautifully craed your campaign, if your reputation is low, your email
messages might never reach the intended recipient's inbox. Marketers
must get up to speed on email reputation and effectively manage it.
Let's start with the basics: What is email reputation? Every
domain name has its own unique email reputation, which is expressed
as a score, usually out of 100. The score of each domain is built up by
grading every mailing against several criteria, including the number
of bounced messages, number of complaints, number of spam reports,
number of times you send to a spam-trap and properly identified
domains.
A handful of commercial organizations such as Return Path,
MarketingSherpa and Sender Base calculate these email reputation
scores using their own bespoke algorithms, so your score might vary
by Jeff Hemming of Tikit, Inc.
Got a Bad Rep?
Email Reputation and
How To Improve It
Got a Bad Rep? Email Reputation and How To Improve It
