We have said several times that Cyberimpact’s mailing servers are reputable. But what does that mean and what are the factors that make them so?

At reception…

If the incoming email server determines that the sending server has a bad reputation, the email will be marked as spam even if your email is legitimate and the person who receives it had indeed subscribed to your mailing list.

Some filtering services are based on the IP address that sends the email rather than on the domain. That is to say, a shared server from which you send an email will have a global reputation that includes all the sites that it hosts. Specifically: your neighbor’s site sends questionable messages? Well, you will be perceived exactly the same by the servers that receive your messages.

What can harm the reputation of a mailing server?

  • Complaints
    E.g. many people have reported mailings from this same server as spam
  • Invalid addresses
    E.g. the server sends too many messages to addresses that do not exist
  • A server on a black list
    E.g. your server has such a bad reputation that it appears on one or more lists of servers used by spammers
  • A mailing coming from another country
    E.g. some servers will filter the country of origin according to the list of countries at risk (yes, the famous Nigerian prince email who wants pass through your bank account!)
  • Spam traps
    E.g. your server has fallen into a spam trap (addresses created specifically to tempt spammers)

And so on. Factors damaging the reputation of the sending server can be both multiple and highly technical.

And what are the positive factors?

  • A server on a white list
    The white list is the opposite of the blacklist: it automatically gives you a good reputation. But repeated bad behavior can take your server off its white list.
  • Sound management of unsubscribers and technical problems
    Making sure not to send mailings to invalid addresses or to those who unsubscribed is a great way to avoid complaints.
  • Mailing from a dedicated server
    And thus not sharing your reputation with strangers.
  • Regular monitoring of the status of your outgoing server
    By checking if you’re not listed in the most well-known blacklists or by using seed lists that allow you to test how your mailings are handled by different receiving servers. Maintaining a server’s reputation is an on-going process.

Conclusion

To send an email of congratulations to your nephew for his graduation, consumer services as Gmail or Videotron are perfect. But for reaching customers and for emails to be opened and read, you can rely on our experts at Cyberimpact.