Email reputation is tracked by each Email Service Provider separately, meaning, the reputation you have with Gmail could be different from Yahoo. It isn't possible for Blackbaud, or anyone else to know what your sender reputation is for certain Email Service Providers as it is controlled by proprietary algorithms that run behind the scenes. Email reputation is generally based on the following factors:
  • The domain of the sender address
  • The IP address of the originating email server (How does Luminate assign delivery IP addresses for each site?)
  • How other users treat your email messages, such as:
    • A recipient unsubscribes
    • A recipient marks your message as spam
    • Recipient email address is invalid
    • Recipient is inactive (potential Spam Trap)
    • Recipients are not engaged with your emails (low opens)
To insure a good email reputation, first read and abide by Luminate Online's Email Acceptable Use Policy. Sending unsolicited email will result in increased spam complaints and lower email reputation, which will lead to degraded email deliverability for your organization.

The most important step you can take to increasing your reputation is to segment your email audience based on their email engagement behaviors. You should regularly remove, opt out, or suppress constituents that are no longer engaged in your emails. How to identify and clean my housefile of disengaged constituents

Always check your email content for spam triggers. Luminate contains a built in spam checker that will compare the content of the email to what SpamAssassin (an anti spam software that inbound email servers use) would rate the email. This tool will provide tips on avoiding some of the most common spam-like attributes of email. There are some things our spam checker will not flag that could be problematic for some ESPs. Avoid using spam phrases, use inline styles instead of CSS and maintain a healthy balance between code, text and image ratios (more plain text and less code/images generally perform better). When in doubt, send a test message to your Gmail or Yahoo account to see how the message is treated. If the message arrives in spam, then try breaking the message content up in to smaller chunks and send a few test messages to see which chunk of content arrives in spam. This troubleshooting will help you find which piece of content the ESP has an issue with.

Additional information: Show Me The Way To The Inbox!