Sender Score is a numerical representation of a sender's reputation. It is composite measure that takes into consideration numerous performance metrics, but primarily across seven key areas: complaints, spam traps (pristine and recycled) , unknown users, volume sent, email that went to spam, rejected rates (or bounces) and infrastructure.
Below is a list of metrics, from the heaviest weighted metric to the least weighted metric, that impacts a Sender Score.
- Spam Traps (pristine spam traps are weighted higher than recycled spam traps)
- Rejected Rate
- Unknown Users
- Reverse Domain Name System (rDNS)
It is important to note that volume by itself does not impact a sender's Sender Score. In addition to measuring consistency and quality, volume is used to segment senders to ensure the accuracy of this weighting model. For example, high-volume senders have different weights for complaints and spam traps compared to low-volume senders. However, this list of weighted metrics is accurate for the majority of Validity customers.