Have You Checked Your Email Server’s Reputation?

Most ISPs (big or small) are not aware of their companys status on the Internet; let alone what it is and how to check it. In fact, it is called a reputation, and this is the grade that is given to either your domain name (or the domains hosted on your system) and/or the IP addresses that you use to send mail out.

When you send mail outbound (especially to Hotmail, AOL and Yahoo), the receiving servers monitor both the content of your emails as well as the amount of messages you send. They grade you according to complaints registered by their own customers (usually about the email being spam). The more traffic that passes through your system, the higher the probability that negative feedback will affect your email reputation.

ISPs that host mailing lists are all too familiar with these complaints. When an email campaign is sent out via mailing lists, it immediately creates a large flow of traffic to various receiving providers. If the lists are not properly maintained (i.e., if old or invalid addresses aren’t removed or updated), there is a higher risk of getting a bad score with the receiving provider.

The providers actions might include alerting you of a problem by email, which is generally included in the bounce message returned to the sender. Some providers will report your server to various RBLs (Real Time Blacklists), or just simply block traffic from your server for a certain amount of time while they continue to monitor you.

When your business relies on sending email, you have to maintain control of this situation. Here are some steps to follow:

• Check your servers logs on a regular basis to look for mass mailing events
• Alert the sender about any problems with a mailing list and provide information about email best practices and proper list maintenance (such as respecting opt-out emails)
• Check the bounce-back message for pertinent information about  the source of the problem
• Try to communicate directly with the receiving providers and sign up for their feedback loops as a sign of cooperation
• At regular intervals, check out sites like EmailSecurityGrader, MXToolbox.com and even Senderscore.com for a more generalized picture of your reputation. These sites will show you whether your server is blacklisted and if your mail and/or DNS servers are properly configured. They will also give you pointers on securing and adjusting your mail server/DNS settings.

Ultimately, your reputation is based on what leaves and enters your server, so its up to you to maintain control: set your rules, abide by your rules, and make sure your clients abide by your rules so that you wont have to worry about your reputation.  Its much easier to lose a reputation than to try to get it back, so its better to be proactive instead of reactive.