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December 18, 2018

Why Domain Reputation Should Keep Businesses on Their Toes

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Did you know that your domain carries a reputation that can affect the outcome of your marketing efforts? That’s right, operations on the Internet are forged in trust, and you’ve got to make a name for yourself. 

Email service providers, among others, are thoroughly taking domain reputation into account while deciding whether they should accept a sender’s email into their users’ inboxes or put it straight to the spam folder of whom could have become a relevant lead or even a long-lasting customer.

With billions of emails considered spam on a daily basis and the fear not to fall into that category, it’s not surprising that IT professionals and marketers have been talking about domain reputation for years now — looking at it as a crucial factor for email deliverability, the percentage of messages sent that actually go through.

So what’s beneath it all? Many variables impact your domain reputation scoring. For example, the content that you have on your website, its malware threat level, the underlying IP infrastructure, and its SSL configurations are all on the radar. 

A score is then calculated based on the evaluation of these parameters and others — deciding the fate of your messages and whether they’re worthy enough to be delivered. With that in mind, there are several ways your domain reputation can affect businesses. Let’s talk about them.

Domain Reputation Can Drive or Dry Email Marketing 

Marketing companies make a lot of money by sending out emails in bulk to large recipient lists. But many of them end up considered spam because of a poor domain reputation. When that’s the case, how can they expect for an email marketing campaign to be effective?

In fact, even though some problems with email deliverability are actually due to low-quality content or content being linked to questionable domains, choosing to use a domain without first assessing its trustworthiness through domain reputation scoring is imprudent — and that can even get you blacklisted by Internet Service Providers.

Domain Reputation Can Boost Up Cybersecurity

Nobody would argue about it. Working in the digital world has its perks but its dangers too — especially with the constant threats of data breaches and identity theft from third parties. Organizations can improve their overall cybersecurity processes and detect fraudsters by verifying the domain reputation of the websites they interact with. 

Leveraging domain reputation scoring applications can lower the risk of cyber-attacks such as malware infection and phishing. What’s more, these instruments are not just for cybersecurity folks. Regular employees too can monitor the score of those websites where they’re prompt to share sensitive information. That way, they can avoid exposing confidential data, dealing with fraudulent entities, or having their systems compromised.

Domain Reputation Can Save Time and Money 

Having the ability to check domain reputation scores on your own is quite a plus. First of all, there is no need to hire expensive external specialists to carry the analysis for you. That means you can reallocate that part of your cybersecurity budget to other pressing issues.

Additionally, the ability to instantly view a calculated score based on multiple configurations informs you of the bigger picture and saves time. No need to go through each factor individually for hundreds of domains or more unless you have a good reason to do so.

Improving your deal flow and growing revenue, finding the right business partners and letting the bad ones go, preempting scammers before they strike and put hands on your sensitive data… these are just some of domain reputation API can help you take control of your online presence and the landscape around it.


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Jonathan Zhang is the founder and CEO of JsonWhois — a domain API service provider that enable cybersecurity specialists and other professionals to stay on top of whois data, monitor the historical appearance of websites, and gather social data.

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