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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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The Solution: How Do You Solve the Reputation Equation for Your Company?

Assessing reputation and maximizing deliverability requires resources—personnel, time, and yes, some financial investment. Eichner at Pivotal Veracity warns that the time needed to improve deliverability reputation is directly dependent upon “what the mailer is willing to do to correct the problem(s).” Atkins at Word to the Wise estimates that senders looking to improve deliverability will spend a few weeks before seeing deliverability improvements. Rebuilding a total sending reputation can take three to six months. As reputation will ultimately follow a brand and sending domain, not just an IP address, it’s imperative for your team to act now to secure your company’s online reputation and ensure long-term deliverability success.

Here are some recommended next steps for developing a solid email reputation for your company:

  1. Conduct a deliverability reputation audit. Third party audits are available from companies such as Pivotal Veracity or Email Service Providers (ESPs) such as ExactTarget.

  2. Identify which deliverability factors are your pain points. Create a plan to change and implement new practices.

  3. Over time, your deliverability reputation will improve. Send to test addresses so that you can measure this improvement.

  4. Continue to monitor each deliverability factor and conduct inbox testing on a regular basis.

In its simplest terms, a deliverability reputation can be distilled into an equation that any legitimate ...

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