You are an email marketer. Your biggest concern (after deliverability) is the placement of your emails in the inbox. The deciding factor on your emails getting to the inbox is your email server, specifically your email server’s domain and IP(s).

As long as your subscribers are opening your emails and clicking the links in your email (and replying to your email), your reputation increases. This is ideally what you want to happen. It’s also what email providers like to see. This means that you are positively engaging your audience.  The challenge is one false move can land you in spam, and keep you there.  With very little control over getting back to the inbox.

How do you get started increasing your own IP and domain reputation when you cannot control the actions of your subscribers? Will they open the email? Will they click SPAM? Will they click your links? Will they unsubscribe? Sometimes you’ll send out an email to your subscribers and it just doesn’t quite connect. They don’t open the emails, they don’t click the links, they delete the emails or, the absolute worst case scenario, they click “Report SPAM”.

When they click the “Report Spam” button a few things start happening. First of all, your reputation starts to decrease. What this exactly means is that your IP score begins to drop as well as your domain score. This is bad, because now your emails start going to the Spam folder. At this point, your subscribers stop seeing your emails and have no way of increasing your IP/Domain reputation. You are stuck. No matter how well you write your emails, no matter what “tricks” you try, your emails just keep going to the spam folder. It all seems hopeless.

This is a frustrating and powerless experience that we set-out to change.