Sudden spikes in send volumes can signal to email servers that the email is more likely to be spam.ĭomain reputation assesses the quality and relevance of your communications from your branded domain. This algorithm also looks out for any bulk email sending carried out from your IP address. Using metrics such as email bounces, spam reports and unsubscribes, this process assesses the past performance of your emails and can identify potentially low quality contact lists and content. This element of sender reputation establishes how much your contacts want to receive your emails and how valuable your communications are likely to be to recipients.

So, while sender reputation is directly linked to your sending domain, your sending IP address can also impact your standing. IP reputation identifies how trustworthy your sender IP is, confirming that the device or network is a reputable source of communication. However these are contained within two main reputation types: Individual mailbox providers will use varying points of information to calculate your sender reputation. Unfortunately this means that although sender reputation is crucial to the success of your campaigns, it can be difficult to calculate, or find an accurate score for your domain. Attached to your sending domain, it is affected by every positive or negative action related to your email campaigns, meaning that it is always changing - and, much like a credit score, it can be cumulatively built up or damaged over time.ĭue to the changing tactics of spammers and other untrustworthy senders, the data points used to calculate this metric are constantly evolving and can also vary for individual mailbox providers (Google, Yahoo, Outlook etc.). In this blog, we’ll explore what is meant by sender reputation, the data points used to calculate it, signs your reputation could be in danger and its potential impact, as well as ways to improve it.Įmail sender reputation is a complex metric which determines whether your email will be delivered to the intended inbox. So, as a marketer, if you’re looking to take every opportunity to connect with your subscribers and customers, it’s important to understand sender reputation and the value it holds. Whether your email lands in the inbox or the spam folder is reliant on this metric. One of the ways internet service providers (ISPs) and mailbox providers (MBPs) protect inboxes from instances of malicious spam and fraudulent mail is by assessing email sender reputation. However, the success email campaigns can deliver often comes down to one thing that great content or a compelling call to action can't fix - sender reputation. Email marketing remains a valuable tool for businesses.

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