| How to Monitor and Improve Your Online Reputation |
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| Email Marketing FAQ | |
| Written by David Fowler | |
| Monday, 26 October 2009 | |
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Question: What is an online reputation? How do I monitor and improve my company's online reputation?
Any and all members of your company can play important roles in building (or degrading) your company’s online reputation. A company’s online reputation significantly affects email deliverability. And email deliverability affects ROI. Internet service providers can make or break your online reputation and deliverability efforts. So it’s important that email marketers either build and maintain good ISP relations, or work with an email service provider that has established positive relationships with ISPs. ISP relationships are often the last line of defense between you and an ISP that wants to pull your Internet service because of a spam complaint. ISP relationships help you stay up-to-date on public blacklists, ISP filters, spam filters, spam traps, content filters, bulk folders, junk boxes, email authentication and certified mail. ISP relationships also create established feedback loops so that you can automatically receive complaints whenever an ISP’s users click on the “this is spam” button. Most importantly, with a good relationship in your pocket, you have a direct line of communication into ISPs should big issues arise that need immediate and swift attention. Building and maintaining your company’s online reputation requires a commitment to following best practices for email marketing and deliverability. These deliverability best practices should be used each and every time you launch an email marketing campaign. For more information, read these FREE email marketing and deliverability best practices guides:
### About The AuthorDavid Fowler is the director of email strategy, deliverability and privacy compliance for Lyris. He consults with email marketers to help them get better results from their email programs. Related Resources:
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