ESPs run algorithms on incoming mail in users’ inboxes in order to help them overcome issues like spam and/or phishing email attempts.
Why? Because someone who is invested and happy with your email service can be marketed other services which are paid. Right, Mr. Pichai?
Definition
“It’s a measurement of your email-sending practices and how closely you follow standards set by different servers/ mailbox providers such as Gmail, Yahoo, Hotmail, Outlook etc.”
Credit: Cognism.com
Key Factors
- ‘Newness’ If your email is newly created, then this diminish chances of Email Client trust
- ‘Classification’ The classification agent running the filtering algorithm on incoming emails via an ESP service will be able to delineate from incoming messages what the purpose of the message is (i.e: what industry the relevant domain name belongs to, i.e: Finance). A score will be logged against a specific sender domain based upon a multitude of factors including sender history
- ‘Spam reports’ If other ESP users have flagged emails from your domain as spam, your authority score will be reduced
- ‘Read rates’ What percentage of received email are opened and read to you?
- ‘Email Deletions’ Whether or not the user or other users have regularly deleted the email in question
- ‘Click-through rates’ Whether or not the links within email content are clicked on. Click-through rate is dependent upon CTA
- ‘Response rates’ Whether an email elicits a response or not
- ‘Forwarding rates’ Whether emails from your domain are typically forwarded or not
- ‘Hard bounces’ https://mailchimp.com/help/soft-vs-hard-bounces/