Email Reputation and Deliverability

One of the biggest factors that determines email deliverability is the reputation of the email sender. Today, major ISPs and email providers have multiple methods of tracking the reputation of email senders, allowing them to make decisions about whether each sender's email is accepted, and whether it gets delivered to recipients' inboxes, or filtered to junk mail folders.

Objectives

Our objectives in our policies which affect deliverability include:

  • Ensuring high levels of deliverability for all customers.
  • Allowing ISPs to apply their deliverability criteria on an individual customer basis as much as possible, to give the each customer control over deliverability trade-offs, and to eliminate potential deliverability impacts caused by other customers.
  • Providing our customers the feedback data we receive from ISPs and other sources so that they can understand the impact of their decisions on reputation and deliverability, and effectively optimize trade-offs in list building and sending practices.

Policies to Maximize Customer Deliverability

In addition to having minimum standards for acceptable list building and sending practices, the specific steps we take to accomplish these objectives include:

  1. Tracking ISP feedback for each individual customer list to understand the reputation factors that ISPs are using to determine deliverability. We have feedback channels established with several major ISPs so that we can collect data reliably from several perspectives. We also provide this data to our customers to allow them to understand better how their decisions affect reputation and deliverability.
  2. In cases where ISPs evaluate senders on an individual basis, we provide identifying information so that individual customers can be evaluated by the ISPs on their own merits.
  3. In cases where ISPs evaluate senders in groups, we group customers by ISP-reported reputation data, as well as by message content type and other factors which affect deliverability, to ensure that similar senders' email are treated similarly by receiving ISPs.
  4. Providing customers advice on sending and list building practices that result in optimal reputation and deliverability. (This information is available by contacting Savicom's Delivery Assurance Department).

Reputation Grouping

In the instances in which customers are grouped by reputation, we consider three main attributes which determine an email sender's reputation: list building and sending practices, ISP feedback, and message content. The following diagram illustrates how each of these sender attributes are evaluated and grouped:

We believe that our approach effectively allows senders to have the largest degree of control over the trade-offs that affect deliverability, and allows all of our customers the ability to achieve the highest possible levels of deliverability when using best practices.


For more information about on Savicom's Delivery Assurance practices, please contact Savicom's Delivery Assurance Department.