Sender Reputation
A score assigned to your sending domain and IP by email providers that determines inbox placement.
Why It Matters
A low sender reputation causes emails to land in spam even if the content is perfectly legitimate.
How It Works
ISPs like Gmail and Outlook assign reputation scores based on bounce rates, spam complaints, engagement, and sending volume consistency. Scores are tracked per IP address and per domain.
Real-World Example
A sender with a 95 reputation score on Google Postmaster Tools consistently lands in Gmail's primary tab.
Common Mistakes
Sending high volume from a new domain immediately
Not monitoring reputation across major ISPs regularly
Related Terms
The ability of your emails to successfully reach recipients' inboxes rather than spam folders or being blocked.
The process of gradually increasing sending volume from a new IP or domain to build sender reputation.
A DNS record that specifies which mail servers are authorized to send email on behalf of your domain.
Sender Reputation FAQs
How do I check my sender reputation?
Use Google Postmaster Tools for Gmail, Microsoft SNDS for Outlook, and third-party tools like SenderScore.org.
Can I recover a damaged sender reputation?
Yes, by pausing sends, cleaning your list, and slowly warming up with your most engaged subscribers.
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