Managing relationships starts with reputation

Share this content:

For months now, vendors have been pushing the topic of monitoring and maintaining your on-line reputation. In the very cottage industry of e-mail, it seems there are more companies springing up to inform you about your online reputation than photographers gathered around Alec Baldwin these days. Why is that?

The fact is, much of what folks talk about as reputation is not a new thing, it has existed for years. Blocklists are a form of negative reputation. Whitelists, conversely, are a form of positive reputation. Internet service providers have been holding the axe of user complaints, aka feedback reputation, over the heads of senders for years now as a way of determining the goodness of an e-mailer.

We ourselves have been aggregating and maintaining a reputation data network of several million receiving systems for years. And why? Perhaps, all this energy was directed to the moment last week when Microsoft announced that they would begin throttling the connections of new senders not by whether or not they were on a whitelist but solely by the established reputation of that sender. A reputation is a blended view of the sending volume and complaints over time.

So are you interested in maintaining the relationships you enjoy today with your customer? All the former rules apply with regard to message content and construction.

But, whereas you may have found blocklists, whitelists and other reputation information an inconvenient annoyance in the past, the future is going to be very different. Your customer relationships are going to start with that reputation or your customer relationships won't be.


Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above