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Monitoring and Managing Reputation

There are several free tools available to monitor parts of an email’s reputation.  However, few tools are able to put all the pieces together without cost.  Manhattan-based Return Path offers both free and paid reputation monitoring.  Return Path’s free service offers insights into reputation based on the sender’s IP address.  Also, MxToolBox.com offers a free blacklist lookup tool.  There are also several vendors that offer reputation monitoring services for a fee.  Those companies include Return Path, Habeas, and Pivotal Veracity. 

One of the best ways to understand the impact of reputation on deliverability is to look at email campaign performance by ISP and then analyze bounces from any domain that is performing poorly.  Many times, the reasons email campaigns perform poorly at a particular ISP will be found in the bounces they return because they will include labels such as “too many bounces”, “too many complaints”, or “DNS is not properly configured.”