1. Email Reputation and Engagement
Is Content Dead…
Reputation and Engagement

2. Presented by Tikit Ltd
Jeff Hemming Product Manager, Marketing Solutions

3. Welcome
Overview of how reputation works and impacts your engagement efforts
Traditionally something IT handles but with the growing adoption of reputation metrics is something that marketers must be aware of
Start the conversation at your firm

4. Why are we still talking about email?
Gmail's recently announced change to support media queries
Only a 9% sees being redundant as a channel. (eConsultancy)
MarketingSherpa (2015) - When asked “In which of the following ways, if any, would you prefer companies to communicate with you?”
72% of consumers chose , by far the most popular response

5. Remains THE Communication Channel

6. … across all age groups

7. Does email reputation impact your engagement?

8. Yes! Low reputation means you email doesn’t get delivered
Return Path stats show up to 25% of does not reach the intended person’s inbox
83% of undelivered is a result of poor reputation
Think about this in terms of effort spent vs content creation!

9. Reputation
reputation is a scored rating (e.g., 85 out of 100) that applies to the server sending the .
The scores is generated by a 3rd party organization.

10. What is Measured? Number of bounce backs Number of complaints
Number of spam reports
Number of times you send to ‘honey pots’ – traps
Technical - is you server ‘valid’, i.e., does it properly present it self on the internet – technical consideration – SPF, DKIM/digital signature, reverse look ups

11. How is it Used? It is used by ISP’s – internet service providers
They attempt, based on the score, to determine if the is legitimate and if the score is above their thresholds then it gets passed on to the recipient.

12. 3rd parties handle the scoring, and therefore, your reputation!
How do you know?
Measurement services
Return Path ‘SenderScore’ (
Marketing Sherpa (
Sender Base (
DYN (dyn.com/free- -test/)
MxToolBox (mxtoolbox.com/SuperTool.aspx)
Remember
3rd parties handle the scoring, and therefore, your reputation!

13. We are Not in Control! IMPORTANT
This is not something controlled by Marketing or even the firm. It is controlled by the ISP – those that run the internet.

14. What Do I Need to Do? Know and monitor your email reputation
Get bounce backs s off your lists
It is no longer #11 on the top 10 things to do
Give your contacts what they are interest in – only use opted in lists
Send a consistent times and consistent volumes

15. MORE IMPORTANT THAN CONTENT
Final Thoughts
reputation is:
a key factor in engagement
Something that you can directly influence
It takes time, so start today
Most importantly-
MORE IMPORTANT THAN CONTENT

16. Thank you Jeff Hemming Product Manager Tikit Limited
@jeffahemming