TL;DR
If you don't take the required steps to maintain your email reputation, the deliverability of your email campaigns will decline significantly (or in extreme cases, entirely).
Table of contents
(2) What is your email reputation?
(3) What factors affect your email reputation?
(4) How to maintain your email reputation?
Why is your email reputation so important?
The effectiveness of your email campaigns is directly determined by your email reputation. It’s what dictates if your emails are sent at all, flags your emails as spam, and undermines the time and effort you spend on your investor communications.
Maintaining your email reputation is non-negotiable.
If you don’t take the required steps, the deliverability of your email campaigns declines substantially (or in extreme cases, entirely) which will compromise the time and effort you spend on your investor communications.
Here’s what you need to know to maintain your email reputation.
What is your email reputation?
Email providers calculate an email reputation score that determines whether or not your emails are sent, and whether they’ll end up in someone’s spam folder.
Having a poor email reputation means that your emails are less likely to be delivered.
It triggers email filters that misclassify your email as spam.
It increases the chance that your email providers refuse to send the email entirely.
All of this happens on the back-end so it’s easy for you to miss as a user.
The reality is, if you neglect your email reputation, it’s highly likely that a significant portion of your emails won't be sent or will be misclassified into the spam folder of your investors.
What factors affect your email reputation?
These are the most common reasons that impact your email reputation.
When you send an email to an invalid address (a hard bounce).
When your emails are marked as spam (automatically or by your audience).
When your emails have low open rates and engagement.
How do I maintain your email reputation?
The first action is to verify that the domain settings for your backend are current. If this hasn't been done yet, it is crucial to provide your IT department or Webmaster—the person responsible for managing your domain—with the following DNS records.
DNS Records
Type | Name | Value | Priority (if applicable) |
TXT | _dmarc | v=DMARC1; p=none |
|
MX | investorhub-email | 10 | |
TXT | investorhub-email | v=spf1 include:amazonses.com ~all |
|
After updating the records, please inform your dedicated Client Success Manager to confirm that the changes have been made accurately.
Going forward, follow the below process every time you import an external mailing list into InvestorHub to minimise the impact on your email reputation and ensure that your email campaigns reach your investors.
Remove hard bounces by cleaning your email list of invalid email addresses.
Minimise spam complaints by removing old investors who haven’t engaged in a while.
Consider an opt-in investor communications preferences email if you haven’t used this mailing list in more than 6 months.