Sending Reputation – The Main Thing Holding Your Email Efforts Back

Why aren’t people opening my emails? We’re sending out enticing headlines, good products, and engaging content…. Maybe no one even checks emails anymore, I sure don’t… Is email is a waste of time?

Have you ever had questions like this when only 10% of people open your emails? This could lead to the belief that email marketing doesn’t work, or worse yet-your customers don’t like your brand! Anyone of these negative thoughts can demotivate you from investing in your email marketing.

It doesn’t have to be this way.. and in fact, you’re probably not doing anything wrong as a business to deserve a 10%  (or less!) open rate.


Most of the time, a few simple tweaks in your email marketing setup, can skyrocket your results so you can see the true power of this undervalued channel.


The most common issue is you might have a bad reputation with Gmail and other email service providers, and you may not even know it.


Time to get techy…


To conduct email marketing, businesses need a “Dedicated Sending Domain” to send out their emails. This domain over time will develop the equivalency of a credit score with email inboxes like Gmail and Yahoo. This credit score more or less determines whether your sender’s messages land in the spam box or primary mailboxes–it is one of the most important factors for determining if any given message gets read at all!


Getting a Dedicated Sending Domain takes time and technical know-how that many businesses don’t have access to – that’s why when you sign up with Klaviyo (or any other email marketing platform) you will, unfortunately, by default, be sharing a sending domain with every account on there!


That means if there are some bad actors in Klaviyo getting 10% open rates (Which there are plenty of), that will drag your reputation down too. Their bad results and poor email marketing practices will affect you negatively!


The only way around this is setting up your own Dedicated Sending Domain and building up your own reputation. Klaviyo has an in-depth tutorial on this here.

But hold on… it’s not just that simple. Now that you’re off of Klaviyo’s shared domain, and their “bad credit score”, you’re just fresh on the market now with “no credit score”! You won’t be getting any good deals for a while until you can prove you’re worthy of high priority inbox placement.


No need to worry about that though, as you’re running an excellent business with customers who love you, you just need to be able to prove that to Gmail. The strategy then is to slowly warm up your reputation with Gmail by only sending out High Open Rate Emails for a number of weeks and slowly increasing the audience size. Generally for the first two weeks, you only want emails that get a 40% open rate turned on in automations. Two weeks after that, start sending out campaigns to only highly engaged customers. Finally after 6 weeks, you can turn on your full email marketing system.

Klaviyo has a more technical guide on how to implement and monitor this strategy here.


Congratulations, your customers are now finally seeing your emails! You should now have a much higher percentage of revenue coming in from your email marketing channel and see the value of having the right strategies! Improvements and tweaks in your strategy will now have visual results and you can rely on this channel to continue working without worrying about external factors out of your control.



CASE STUDY – Shurhold Industries


We took on Shurhold in September 2020. Their initial complaints were typical of this bad reputation problem we’ve just discussed. They averaged a poor 13.3% open rate sending out their loyal customer base and could not understand why. They had only 3% of their total revenue coming from email marketing and thought that it was a waste to invest more because they were already sending out campaigns and had automations going, but did not see any good results.




















After warming up their domain for 6 weeks, we now consistently have them at a high open-rate (30-40%) and their revenue numbers reflect this as well. With their total revenue coming in the last 30 days at 31% from email marketing.









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