Reputation

What is it?

What is it?

In email deliverability and sender authentication, "Reputation" refers to the perceived trustworthiness, credibility, and reliability of an email sender's domain or IP address by mailbox providers, internet service providers (ISPs), and anti-spam organizations. Sender reputation is crucial in determining whether emails are delivered to recipients' inboxes, spam folders, or blocked outright.

Key points to remember

Key points to remember

  • Trust Metrics: Sender reputation is influenced by various trust metrics and engagement signals, including email sending behavior, recipient engagement (opens, clicks, replies), complaint rates, bounce rates, spam trap hits, authentication practices, and adherence to industry standards and best practices.

  • Deliverability Impact: A positive sender reputation enhances email deliverability, increasing the likelihood that emails will be delivered to recipients' inboxes and avoiding filtering or blocking by mailbox providers' spam filters. Conversely, a poor sender reputation can lead to email deliverability issues, such as being routed to spam folders or blocked entirely.


  • Building and Maintaining Reputation: Senders can build and maintain a positive reputation by following email best practices, such as obtaining explicit consent for email communications (opt-in), sending relevant and engaging content, managing subscriber complaints, maintaining clean and updated email lists, authenticating emails using SPF, DKIM, and DMARC, and promptly addressing deliverability issues or concerns.


  • Reputation Monitoring: Sender reputation should be monitored regularly using email deliverability monitoring tools, reputation monitoring services, and feedback loops provided by ISPs and mailbox providers. Monitoring allows senders to identify reputation fluctuations, detect potential deliverability issues, and take corrective actions proactively to safeguard their sender reputation.


  • Recovery Strategies: In cases where the sender's reputation has been negatively impacted due to deliverability issues or spam complaints, senders can implement reputation recovery strategies, such as list hygiene practices, re-engagement campaigns, compliance audits, and remediation efforts to improve reputation metrics and regain trust with mailbox providers.

Example of Use

Example of Use

  1. Reputation Monitoring: An email marketing team uses reputation monitoring tools to track key reputation metrics, such as sender score, complaint rates, and blacklist appearances, to identify deliverability challenges and optimize email-sending practices accordingly.


  2. Reputation Recovery: A sender with a tarnished reputation due to past deliverability issues implements remediation efforts, including list hygiene practices, subscriber re-engagement campaigns, and authentication improvements, to rebuild trust with mailbox providers and improve email deliverability.

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