If you're having deliverability issues, the next step is to figure out if they're caused by sender reputation issues that are under your control.

This guide will teach you how to improve your sender reputation using recommended practices. If you're a new sender, it's critical to get a solid reputation right away. As a result, you'll be able to gradually transmit to a larger audience while still keeping a positive reputation and great open rates. If, on the other side, you've tarnished your sending reputation, these recommended practices will assist you in getting back on track.

1. Create engaged segments

Most major email clients (such as Gmail and Yahoo) keep track of how recipients engage with your domain's emails. They look at the following things in particular:

How many emails have been classified as spam?
What percentage of emails are opened?
How many emails bounced?

They utilize this information to determine whether your emails will be delivered to the principal inbox or the spam folder of your recipient. This means that if numerous individuals report one email campaign as spam, your next campaign is more likely to end up in the spam folder for all of your receivers.

Gmail, in particular, pays close attention to how people interact with your emails. If you send emails to lists or segments with a percentage of receivers who haven't opened an email in the last 3-6 months, Gmail will begin to mark them as spam for all recipients.

With AVADA, you can create segments to easily isolate engaged and unengaged contacts to better target your content. You can also create win-back campaigns to regain unengaged contacts and improve your list.

If you try and fail to re-engage inactive subscribers, we recommend trying to suppress them or otherwise keeping them separate from your primary sending list in the future.

Related:
How to Create an Engaged Segment
How to Create a Win back Flow


2. Improve your sender reputation for an email domain

If you observe that a single email domain is causing your open rates to deteriorate, you can take efforts to improve your sender reputation for that domain. We'll use Gmail as an example.

For your next 3-5 campaigns, you'll need to perform the following to speed up the process of strengthen your sender reputation:

Step 1. Create a segment for an email domain

If you have a standard email list that you plan to send with a campaign, you wan to create a segment of Gmail address and exclude these accounts from your campaign. A special domain needs a special treatment.



To do this, create a new segment with two conditions:
Email ends with -> gmail.com
Email Status -> is subscribed



This new segment will include all Gmail subscribers and you only need to exclude them from your campaign through the Segment Filters.

Step 2. Build an engaged segment for the email domain

You'll want to send to engaged Gmail addresses separately now that you've removed all Gmail addresses from your regular mailings. To begin, segregate any highly engaged Gmail addresses from your usual send list.

Here, use a strong definition of engagement. This can be they Opened Email at least once in the previous 2 weeks or Opened Email at least once during the last 7 days, depending on how frequently you send.



For example, your segment can include the following filters:
Email status -> is subscribed
Email ends with -> gmail.com
Last Opened Email -> is equal or less than -> 7 days ago

With these three filters, you can have an engaged list of Gmail subscribers, then separately send to this segment alongside with your regular sending list. You can monitor this segment and find out how to increase the open and click rate to strengthen your sender reputation with Gmail.
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