Reputation matters. When it comes to lead generation techniques, you want your company to seem like it’s No. 1 in its industry. It’s about becoming a thought leader.

Gmail reputation
However, there is another definition of reputation, and you may not know about it. Gmail and other email services look at how many times a company sends out emails and to how many people. This creates a number that it considers the company’s “reputation.” Even if you have someone’s permission to send out emails, you may still run afoul of this issue. According to Tom Sather, writing in Marketing Land, about 72 percent of the email that gets sent out is marked as spam.

Take a look at Sender Score, which records online reputations. If your number is too low, then you may run the risk of being considered spam and never make it into someone’s email inbox. The ultimate goal is a reputation score of 99 or above, which results in a 98 percent inbox placement rate.

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The best way to keep your reputation high is to closely monitor your email list, and eliminate dead addresses that don’t connect with anyone. Additionally, you should avoid sending out spammy emails that will be marked as such by the person on the receiving end.

Additionally, Chris Arrendale writes in Business 2 Community that too many images can harm reputation. The way this works is that many images may belong to IP addresses that don’t come directly from your own company. You may hire a business to put up your images so the traffic doesn’t wear down your server every time someone opens an email. If a company flags your file server company as spam, then your emails are considered spam as well.

The best solution would be to have a dedicated server with plenty of bandwidth for sending out pictures, but this can be expensive. Another solution is to find a server company you trust and ask about what kind of clients they take. The most selective the company, the more likely they are to be truly considerate of what they allow on their servers. Use Sender Score on potential companies to see if they show up as a reputable business.

Reputation among readership
Having set aside the reputation that a computer determines based on various factors, it’s now time to consider the reputation that arises from quality content and thought leadership. In a B2B marketing world, businesses want to buy the best equipment from the smartest people.

Tasia Gonsalves-Barriero from Business 2 Community believes that email writers can learn a lot from the film The Godfather, particularly the way Don Corleone ran his business. Obviously, this doesn’t mean that a company should work like the mafia. The point is that certain things that Corleone did in the movie helped to make people feel like they were part of a group. For example, sending out welcome emails when people sign up the first time for the newsletter can give people a sense of belonging. Buyers wanting the inside scoop should get an instant dose of gratification when they get their welcome email. The letter should include content not available on the website, and it should include plenty of links, so people can click on what interests them. These points of information are factored into the next email someone gets, granting them deeper access further down the advertising funnel. As people learn more about products, they may be further inclined to make a phone call, which engages call tracking. This starts the next phase of calls to action and possibly to a future sale.

Understanding your clients
One of the benefits of email marketing software is it helps you understand your potential clients. Think of your leads as people with information and interests in your product they themselves may not know about. It’s up to you to utilize the connections between what someone looks at on the website, in emails and talks about in phone calls. Find out your customer’s persona, and then target that with precisely nuanced emails.

In other words, use automation to find out what your customers wants before they know they want it.

An additional tip is to keep the customer data uniquely separated. Don’t accidentally send information to the wrong person. Automated software is easy to use, but double-check for mistakes before sending an email advertising something to someone who may not want such a product. Be sure that everything is organized into the proper sections so the right people get exactly what they need.

It may take practice to be able to write emails in such a way that they can be split into multiple segments and rearranged to allow the marketing software to target specific interests and groups, but once you get the hang of it, it will be easy to maintain effective communication.

  • Download the eBook

    Top 10 Online Marketing Trends for 2016

    Where are you spending your marketing budget in 2016? It’s that time again to budget for the coming marketing year. Have you made all the right choices? Download the new eBook “Top 10 Online Marketing Trends for 2016” and compare your plan against what the rest of the industry is doing.
    Download the eBook