As part of its white paper on deliverabilityBadsender asked 10 questions to French specialists of deliverability. Today, you will find the question that was asked to Mathieu DodergnyDevelopment Director, Marketing Analytics at Experian Marketing Services.
We often talk about the global reputation that a router can have. Is this a reality, and what technical criteria does a spam filter use to detect the router behind an email?
This is indeed an issue that we are regularly confronted with, and at different levels.
The most important thing here is that the overall reputation of an email routing platform is not really technical. It is a reputation that is built more on a human point of view.
Nevertheless, it is possible for a spam filter to detect an email network and therefore a router. Technically, it is the IP address ranges that form the identity of a platform. In extreme cases, ReverseDNS (Editor's note: Domain name associated with one or more IP addresses) has already been used to block an entire network, but this remains a manual operation and not the work of an automatic filter.
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If we take the case of Experian Marketing Services, for example, we have different platforms that are used in several countries. In this context, it is rare that operators make a real difference between these platforms, it is rather Experian Marketing Services that is seen as a whole. However, if we were to consider only technical criteria, each platform would be quite distinct.
Today, the overall reputation of an email routing platform is clearly based on the quality of the relationship it has with ISPs and the anti-spam industry. The goal for any router is to be as transparent as possible with this ecosystem. This translates into a willingness to expose as clearly as possible the identity of the actual sender, and not the technical provider, the router, in order to simplify the identification work of the anti-spam filters. The best example is the use of our customers' domain names in the sender's name.
In short, our job is to have a nice showcase, customers who respect the rules so that we can continue to be considered as a trusted mediator by the operators, and thus continue to deliver our messages as efficiently as possible and solve deliverability problems when they occur.
To conclude, today, the main principles on which operators base their reputation on a sender are globally the same everywhere: number of spamtraps hit, opening rate, engagement rate, spam complaints, ... the goal of a router is to keep an eye on these criteria too.
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