What is sender reputation and why does it matter?

Sender reputation is the method mailbox providers use to measure the trustworthiness of a sender's email. It is composed of domain and IP address reputation, and is determined by mailbox providers based on a variety of metrics, including complaint rate, unknown user rate, volume, spam trap hits, engagement, and blacklistings. Mailbox providers place a high priority on a sender's reputation when determining inbox or spam folder placement of emails.

Components of sender reputation

  • Complaints
  • List hygiene, including spam traps and unknown users
  • Infrastructure and authentication
  • Content
  • Sending history
  • Engagement
  • IP permanence

Why reputation matters

Sender reputation is important to any business that uses email to achieve goals such as increasing revenue, website, or store traffic; improving customer satisfaction and retention; communicating details of a transaction; and building brand awareness.

The key to achieving these goals is to get email delivered to the inbox, so subscribers can open them and take action. Email marketers with a good sender reputation will see higher inbox placement rates, and those with a poor sender reputation will often see their email get blocked or delivered to the spam folder.

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