Why Email Reputation Management for Transactional Emails is essential
To ensure that emails actually end up in the recipient’s inbox, senders must meet a wide range of technical requirements. Read more here about why good email reputation is important for effective transactional emails and how companies can master the challenges of reputation management with Retarus.
What Are Transactional Emails?
Transactional emails are created during a business process. They are sent automatically from software systems once the customer has performed an action. This is different from email marketing, which is purely for promotional purposes. Marketing emails originate solely from the provider and are not sent as part of a business process. A transactional email is used to communicate with the customer. Examples include the following:
Users take these types of transactional emails for granted. They are even expected as proof that a transaction was successful. Retarus Transactional Email allows companies to send large volumes of automated emails. Comprehensive reputation management guarantees a high delivery rate.
What Are the Challenges When Sending Emails?
Sending transactional messages via your own email servers puts a strain on the infrastructure. Additionally, it carries the risk that the company’s own IP address will end up on a blocklist. Furthermore, it is difficult to comply with the constantly changing technical requirements that ensure a good email reputation and thus a high sender score.
Why Is Email Reputation so Important for Transactional Emails?
If the sender’s reputation is not good, it’s possible that the messages will not reach customers’ inboxes as desired. Instead, the emails end up in the spam folder, quarantine, or in a worst-case scenario, are not delivered at all. If this happens with transactional messages, user satisfaction and trust suffer. For example, customers do not know whether an order has been received, when to expect delivery, or perhaps never receive an invoice for a product they already purchased.
For the company sending the emails, this means additional costs and extra work. In addition, the reputation and image of a provider is negatively impacted if emails are classified as spam and are not delivered.
What Is the Significance of the Sender Score?
A sender’s email reputation is determined by the reputation of the sending IP address and domain, as well as the quality of the email content. The sender score measures said reputation on a scale of 0 to 100. The higher it is, the better the reputation of an IP address when compared to others. If the sender score is high, most emails end up in the recipient’s inbox. If the number is rather low, the sender’s emails are likely to have high bounce rates, high block rates, and low open rates.
If your Sender Score is below 70, you should work on your sender reputation.1
You are probably already aligning yourself with industry standards and are not far from an optimal reputation.1
Your reputation as an email sender is at an appropriate level.1
What Factors Affect a Sender’s Reputation?
Here are the most important factors affecting transactional email deliverability
Frequency of emails
Marking the sender's emails as spam
Fluctuating sending volumes
Reader interaction
Email undeliverability
Blocklists and Allowlists
In addition, certification with the Certified Senders Alliance (CSA)3 ensures allowlisting for major ISPs. In order for senders to appear on the CSA’s positive list, they must fulfill certain defined and independently verified criteria. If senders are allowlisted, emails sent with the recipient’s consent by reputable providers can actually reach the customer. If not, there is a risk that the emails will already be sorted out by spam filters on the provider’s servers.
How Does Retarus Ensure Good Email Reputation?
When it comes to reputation management for Transactional Email customers, Retarus applies the following processes, among others:
In addition, there are many other mechanisms that ensure a good email reputation for the sender and thus a smooth business process. The Retarus offering is completed by expert advice and personal customer support.
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Do you have questions about Retarus, our products and services, or wish to receive further information? Your personal sales representative will assist you with any inquiries. Please contact us!