How It Can Protect and Increase Your Email Reputation Score
By Oscar Li, Data Quality Sales Engineer/Channel Manager for Global Email
Melissa Data recently introduced several improvements and new features to its Global Email Web Service – an all-in-one real-time email mailbox validation and correction service. Here’s a quick list of our latest improvements:
- Improved fuzzy matching of domain corrections
- Updated our TLD database with the newest ICANN info
- Increased control over the freshness of data returned
- Better unknown status detection capability
In terms of the service’s new features, Global Email now offers two validation modes: Express and Premium.
Express can be used in time-sensitive situations and will give back a response in one or two seconds. Premium will actually perform a real-time validation of the email address and can take up to 12 seconds to receive a response back.
If you want to reduce the time taken in premium mode, we offer an advanced email option which will reduce the freshness of the data return in order to increase speed.
Using the Global Email Service to Protect & Increase Your Email Reputation Score
What does email reputation mean? A big part of a marketer’s campaign is email marketing campaigns. It is important to watch your email reputation with a tool such as senderscore. Once you are blacklisted, your email deliverability will suffer, and as a result, you will have trouble sending out emails in the future as most mail servers subscribe to a spammers list.
Integrators should consult with our data quality experts in order to understand what they need to look out for to avoid a bad campaign, and why certain emails should be flagged/inspected. Even if you avoid spam traps, sending out too many invalid emails will cause the mail server to flag you as a potential spammer. Email marketing campaign servers with a low email reputation score will typically experience aggressive filtering.
On the other hand, maintaining a high reputation score will see less intrusive filtering only applied to individual emails and email campaigns instead of blanket IP addresses. It would be definitely prudent to not allow other users to influence your email reputation.
For example, if you are on a shared server – other companies/users could be sending out their own campaigns without filtering emails through our service. It would be a waste if you spent all the time and investment controlling your email campaigns and another user is email blasting without mailbox validation causing the entire IP to be affected.
How do I improve my email reputation score?
If your reputation scores are already dismal for your current existing email campaign server IPs, it might be beneficial to do email campaigns on a new or more reputable IP to see better return on investment. This would start your email reputation on a clean slate. As a disclaimer, we are not sure how feasible this would be for everybody, but your team will need to discuss internally.
However, using our service on existing IP should raise the reputation score for that specific IP. On IPs with pre-existing high volume campaign history, the scores will be slow to change. You can now see why it is extremely prudent to invest in an email validation system early on and why Global Email is a valuable tool to utilize.
If you would like to learn more, please visit our website!