Jessie Bower Publishes “Protecting your legal newsletter’s sender reputation in 2021” in ColoradoBiz Magazine

Denver Legal Marketing News

Denver Legal Marketing News



Originally published in ColoradoBiz Magazine.

Find out which metrics you should be watching

Your law firm email newsletter has been getting rave reviews from your clients and potential clients. But you’ve noticed some numbers in your email platform dashboard that you’re not sure how to analyze.

Were you aware that your law firm email newsletter carries a score that you can look to improve upon once you know and understand the metrics?

Referred to as your sender score, this metric determines your law firm’s overall newsletter sender reputation. Over time, if your law firm newsletter sender reputation drops, it can impact your law firm newsletter’s deliverability.

In this article, we’re going to help you protect your legal newsletter’s sender reputation by providing you with clear guidelines on how to make sure your sender score remains in good standing.

Let’s dive in.

Understanding Newsletter Sending Reputation

Newsletter sending reputation comprises complex metrics focused on different standings that determine the fate of your email deliverability into your clients’ inboxes.

The three most important reputation metrics are:

  1. Your IP reputation
  2. Your content reputation
  3. Your domain reputation

Let’s look at those three metrics further to understand their impact on your law firm newsletter sender reputation.

IP Reputation – What Does It Mean?

IP Reputation identifies how many people want to get your email based on your firm’s IP address. This is measured by email bounce rates, spam filtering, or any unwanted bulk emails.

“IP reputation used to be the only governing metric for measuring newsletter sender reputation, but it proved to be inefficient because it doesn’t consider how different IPs could deliver (junk) emails with identical content.” Source:

Content Reputation – What Does It Mean?

Content reputation was introduced as a metric in 2000 and works on specific standards that help determine your law firm newsletter content’s quality.

There are clear red flags for ISP (internet service providers) content filters, such as a virus attached to an email or bank account details being requested. Your content reputation can also go down if your law firm newsletters continue to have low open rates or your readers flag them as inappropriate, block them or unsubscribe.

Combined, your IP and content reputation demonstrate the state of your law firm’s newsletter practices.

Your IP reputation influences the quality of your newsletters through your email history. In contrast, your content reputation measures the type of content you’re sending and determines whether it can be trusted or not.

Domain Reputation – What Is It?

Sender reputation authentication has become an additional indicator of your overall newsletter health, which has led ISPs to develop additional criteria to measure this called domain reputation. This looks at the quality of the domain your emails are being sent from, which is usually your law firm’s website URL. This concept was introduced to examine website domain names since IP addresses can be different.

The best way for you to protect your law firm’s newsletter sender reputation is to ensure that you’re delivering great content that your readers want.

Keeping Track of Your Newsletter Sender Score

If you’re worried about your sender score, there are ways that you can check this.

But before we show you how to do this, what is a good sender score?

Read the full article at ColoradoBiz Magazine.

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