Best practicesDeliverability

How Reputation and Authentication can impact Email Deliverability

By November 1, 2018 No Comments


Getting your email marketing messages to your audience relies heavily on your reputation. Your delivery is determined by the reputation you have acquired by the practices you adhere to as a sender. You have to earn a positive online reputation, but once you do it will make the difference between your email getting delivered to the Inbox, Junk folder, or not showing up at all.

Take away: A good reputation is key to everything, if you don’t start caring about it, nobody else will.

Learn more: Several factors impact the reputation of a sender


Almost all ISPs these days (even the small ones) are looking at some form of authentication to filter spam. Even the SMB crowd looks at authentication (however indirectly) by incorporating outside filtering services such as Postini, McAfee, Brightmail, Spam Assassin, etc.. to their anti-spam filtering solution. Allowing your email service provider to send on your domains behalf will go a long way to ensure your email gets delivered.

Take away: If you’re not who you say you are, your email has a little chance of making it to its destination.

Learn more: Email authentication: why and how authenticate 

Read also:
>How Complaints and Bounces can impact Email Deliverability
>How Spam Traps and Blacklistings can impact Email Deliverability
>How Engagement and Content can impact Email Deliverability
>How Technology and Compliance with Laws can impact Email Deliverability

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Author Kevin Huxham

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