营销人员需要了解有关发件人分数的所有信息

Email marketing对于您的入站营销策略来说，似乎很容易获胜。写一封很棒的电子邮件，放入一些时髦的图像，将其发射到您的选择加入列表中，然后观看客户滚动。

不过，即使这一切都很简单，步骤营销人员通常会忽略的是，首先将您的电子邮件实际上将您的电子邮件真正输入收件人的收件箱是多么困难。似乎是基本的，但是电子邮件传递性中涉及大量的活动部件，而电子邮件发送者的声誉很大。

Luckily, there's a service called Return Path that has a metric called Sender Score, which gives you insight into your reputation as an email sender.

Have you checked your Sender Score? If youdoknow your Sender Score, do you know what it means for your reputation as an电子邮件营销人员? If you're interested in your reputation as an email sender, read on to learn everything you need to know about Sender Score.

要收集发件人分数，Return Pathgathers data from over 60 million mailboxes at big ISPs like BellSouth and Comcast. They record if people frequently unsubscribe or report spam from certain email senders, and then assign you a Sender Score based on that monitoring.

它是一个关键的数字上面,因为mail servers will often check your Sender Score before deciding what to do with your emails. The lower your Sender Score, the harder time you'll have getting into someone's inbox. There are plenty of things that can impact the电子邮件的可交付性，但是返回路径报告83% of the time an email is not delivered to an inbox, it is due to a poor sender reputation。

Even if an email network or ISP doesn't query your Sender Score to determine whether they will deliver your email, the factors used in determining your Sender Score are similar to those used by email networks and ISPs to determine your sender reputation. As such, the score is a great, free email sender reputation tool to ensure you are aware of and have the opportunity to fix any deliverability problems.

域名和IP声誉只是用于确定整体发件人分数的一些注意事项。其他特征包括垃圾邮件投诉，行业黑名单等。

Now that we know a little more about how your Sender Score is determined, let's learn how to check your score.

Checking your Sender Score is actually an easy process. Use the steps below to get started.

1.去senderscore.org。

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2.单击“获得得分”。

Then, click the "Get Your Score" button in the middle of the page.

3. Input your IP address and contact information.

Next, fill out the form on the page.

As Sender Score is a free email reputation evaluation service from Return Path by Validity, you'll have instant access to detailed reputation reports and other free tools.

Sender Score provides an indication of the trustworthiness of an email sender’s IP address. Mailbox providers evaluate the reputation of senders to determine whether to deliver messages into the inbox.

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4. Submit.

Lastly, click "Submit" and find out your Sender Score.

Once you know what your score is, you might be wondering, "What do I do with this information?"Below, let's dive into how to interpret your score.

我如何解释我的分数？

To check your Sender Score, visit Return Path'sregistration page, and you'll soon have a report that looks something like this (but with different data, of course!)

Scores are calculated on a rolling, 30-day average and represent the rank of an IP address against other IP addresses, much like a percentile ranking.

越接近你的分数是0,更糟糕的是,一个d if you're close to 100 like Return Path is in this sample report, well you're in pretty great shape! Now let's break down what each of the items you're being scored on in this report mean:

• Complaints:How complaints about that IP address compare to all other IP addresses. Complaint rates are calculated as complaints divided by accepted mail, and complaint scores are a rank based on your complaint rates.
• Volume:虽然不是仅仅表明单独的发件人声誉，但它是整体声誉算法的重要组成部分。例如，发送100条消息并收到99个投诉的IP地址是有问题的，而发送100,000条消息并收到99个投诉的IP地址可能还可以。较高的分数等于发件人得分信誉网络监控的较大量。
• External Reputation:IP地址如何与各种外部黑名单和白名单的所有其他IP地址进行比较。
• 未知用户：The rank of the IP address' unknown user rate compared to all other IP addresses. Unknown user rates are taken directly from incoming SMTP logs of participating ISPs, tracking how often an IP address attempts to send a message to an address which does not exist.
• Rejected:This represents how often messages are bounced compared to other IP addresses.
• Accepted:The number of email messages accepted for delivery, this number is expressed as the number of messages seen minus the number of messages rejected.
• Accepted Rate:The ratio of email messages accepted for delivery compared to email messages attempted. This is the number of messages accepted for delivery, divided by the number of messages seen.
• 未知用户率：与所看到的电子邮件数量相比，未知用户或无效的电子邮件地址的比率。

那么，什么是好得分？如果您的分数超过80，恭喜！这是一个很好的发件人得分。如果您的分数在70到80之间，则不正确 - 转到此博客文章的下一部分，以查看您可能做错了什么，这会影响您的电子邮件传递性。如果您的分数小于70，那么...您需要修复发件人的声誉。

如果我的发件人得分不好，该怎么办？

The first step is knowing, so good job on checking your score. It can take weeks or months to fix a low Sender Score, so the sooner you're aware of the problem, the better. There are several aspects of youremail marketingthat you need to check and possibly change to improve your Sender Score and email delivery rates -- here are the ones that Sender Score takes into serious account:

• Inconsistent Volume of Email Sends:请参阅发件人分数报告右上角的图表吗？他们的电子邮件发送量的上升速度相当稳定，因此，他们的分数保持了相当大的数字。但是，如果您要在周五的200封电子邮件发送5,000封电子邮件，一周什么都没有，然后突然再15,000封电子邮件，您可能会因为发送不一致的电子邮件而感到沮丧。
• Frequency of Sends:Just as the volume of sends should be consistent, so should the frequency with which you email recipients. Email every day, every other day, every week -- whatever your needs are. Just make sure you don't jump on theemail marketing潮流，一个月后放弃它，然后跳回去，预计不会罚款。当您完善电子邮件营销机器时，您将能够测试最佳电子邮件发送频率适合您的收件人。
• Cold IP Address:If you're new to email marketing, you may have neglected to warm up your IP address. Start email marketing on a new IP address with small batches of the best people on your email list -- you know, the ones who love you and won't mark you as SPAM or unsubscribe from your communications. Progressively increase the amount of people you email to warm up your IP and prove you're a safe sender.
• Being Blacklisted:There are about 50 known blacklists out there that denote which IPs are spammers. Return Path has a service that lets yousee if you're on a blacklist。假设您是一个合法的电子邮件营销人员，他只是不了解良好的电子邮件交付性规则，请访问那些已黑名单的人的网站，以咨询他们的信息，以将其从黑名单中删除。如果您与他们联系以拆除，他们将帮助您理解为什么首先被黑名单以及您可以采取什么措施来改善电子邮件营销方法。
• 被垃圾邮件陷阱捕获：垃圾邮件陷阱是一个曾经有效的电子邮件地址，但不再是，因此在您的电子邮件发送时会引起弹跳通知。但是，当邮件服务器看到一致的流量转到死电子邮件时，他们可以将电子邮件转变为垃圾邮件陷阱，该垃圾邮件将停止返回已知坏地址的硬反弹，而是接受消息并将发件人报告为垃圾邮件发送者。故事的寓意是，如果您不监视自己的硬弹跳并将其从主动的电子邮件列表中删除，那么您可能会被视为垃圾邮件发送者。
• SPAM reports:最后，如果您的电子邮件收件人认为您是垃圾邮件发送者，并通过垃圾邮件报告确定您，则发件人的声誉将会受到影响。检查您的电子邮件标记为垃圾邮件的速率 - 每1000中可接受的速率为1。

There are several other factors to getting your email into a recipient's inbox -- the content of your email, email infrastructure, recipients' personal filtering preferences -- more of which you can learn about in thisemail post about email deliverability。

Additionally, if you're looking to start email marketing on the right food, consider taking HubSpot's course on "Understanding Email Deliverability."

要成功通过电子邮件营销，您需要与收到电子邮件的人们建立信任。要建立信任，您需要提供价值。为了提供价值，您需要知道您的电子邮件对健康的电子邮件交付性策略的性能。

Editor's note: This post was originally published in February 2012 and has been updated for comprehensiveness.