Understanding sender reputations
“It’s important to email recipients, especially busy medical professionals, that the source of messages is credible and trustworthy.
While a life sciences organization’s standing is normally tied to their audience’s opinion of their efforts, sender reputation is something different. It is essentially a score that signals how trustworthy a marketer is to an internet service provider (ISP). According to Litmus Software, there are two distinct types of sender reputations:
- IP reputation: This is tied to the metrics an ISP has seen in the past from the IP address sending physician email marketing and how users have engaged with the sender and its messages.
- Domain reputation: Since emails are sent from more than one provider or IP address in this day and age, a single domain can be used to track reputation. The results of the various addresses are accumulated under a single domain umbrella. Therefore, marketers need to take control over their sending domains to improve the health of their brand reputation overall.”