TechnNewsWorld runs an article by Tanya Candia about how email reputation could be an important factor in restoring trust. The article takes Publishers Clearing House as an example.

The company uses Habeas to provide “Good Housekeeping” seal of approval for the email. The seal provides customers another avenue to express concern about email. Recipients could use Habeas link to give feedback. Marketers could take the feedback information in the aggreagate to help fine-tune out mailings.

Basically, the role of email reputation is to distinguish if the sender is highly reputable insitution or a spammer. Email authentication only solves part of the problem, in which recipients can be sure that outbound email really comes from the purported sending domain.

On the other hand, email reputation gives recipients an indication based on objective information whether they should accept the email or otherwise based on their internal rules.

Candia also suggests following email best practices when it comes to getting permissions, email relevance, list hygiene and technical infrastructure. These recommendations will increase the probability that emails will get to the intended recipient while also at the same time preserve and enhance brand and reputation.

[TechNewsWorld]