The introduction of domain-based reputation monitoring will enable marketers to achieve better delivery rates.
In what seems to be an encouraging trend, renowned Internet service providers have gradually started moving towards domain-based reputation monitoring. If this initiative takes off, legitimate email marketers can expect better email delivery rates.
According to email deliverability company Pivotal Veracity, AOL and Yahoo have already initiated the implementation of domain-based reputation monitoring for all mailers who have got their servers authenticated using DKIM (DomainKeys Identified Mail). AOL is expected to complete the implementation process between the months of October and March.
Yahoo, on the other hand, is expected to start their data collection on mailers who have a good reputation and use DKIM authentication. Microsoft is implementing a domain-based reputation system for all those mailers who use sender ID authentication method.
Mailers' reputations are assessed on the basis of three parameters. Firstly, the number of spam complaints they receive from their subscribers; secondly, the number of spam traps they get caught in and thirdly, the number of non-existent addresses they send emails to.
In the IP-based reputation monitoring system, which is presently used, all emails are assessed on the basis of the numeric addresses of sending devices and receive different reputations based on their IPs. In IP-based reputation monitoring, emails from the same sender, but different IPs, may have different reputations. However, in domain-based reputation monitoring, all emails from a particular company will get the same reputation.
The good thing about domain-based reputation monitoring is companies can carry their good reputation they achieve with one Internet or email service provider to another one, should it be necessary. One thing that companies will have to do is authenticate their email servers.
Clearly, this whole setup is a great idea. In the long run, you can expect better responses from clients because email delivery rates are likely to get augmented. Besides, the reputation will now be associated with your domain name rather than the sending IP address. This means not only more credible email marketing, but also easier management of your bulk email campaigns.
We, at Benchmark Email, think that the move toward domain-based reputation monitoring will be beneficial to senders as well as recipients. As part of our responsibility towards good email marketing, we ensure that all our email servers are authenticated to help serve customers better.
Source: http://directmag.com/magilla/0728-domain-based-reputation/
