Email Sender Reputation

Email Sender Reputation

Emails have evolved into critical company communication and marketing tools. There is more to email marketing nowadays for marketers. It's not just about sending your "email campaigns" to the proper people; it's also about your reputation and deliverability.

Sender reputation is one of the most important factors among several contributing to the spam score calculated by Email service providers (ESPs), such as Outlook, Yahoo, and others. And that's why it is critical to improve the sender reputation.

Different ESPs have their own complicated algorithms that take into account a domain's or IP's history emailing data, which includes the number of emails sent, emails flagged or reported as spam, email bounces, and other data points.

The term "domain reputation" refers to what Google and other email service providers, or ESPs think of your email sender domain (e.g. It's based on your previous sending history, specifically how receivers have interacted with the messages you've sent.

Email service providers, like Google, want to make sure you’re only sending messages that people want. A lack of engagement with your messages shows them that you’re not sending content people what thety want, and they’ll lower your domain reputation because of it. 

When receivers open your messages, click on the links in them, save them in folders, forward them, or react to them, Google's algorithm recognizes these actions as positive engagement indicators, and your domain reputation rises.

However, if people engage negatively with the messages you send (e.g., report them as spam, block you as a sender, delete them without opening, etc.) or they don’t engage with your messages at all by never opening or deleting them, then your domain reputation goes down.

As your domain reputation goes down, so does your email deliverability. More and more of your messages will go to spam folders rather than inboxes, which means your campaigns will fail.

A better method to understand your email sender reputation is to keep an eye on your email metrics. If you notice a steady decline in open rates and general lack in engagement, it might be due to a poor sender reputation. A healthy and active list usually have open rates of 18% and above. If your open rates are consistently below 10%, you’ll need to take steps to improve your audience engagement