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Email marketing

Sender Reputation

Sender reputation is the score that inbox providers assign to a sending domain and IP, used to decide whether new mail from that source goes to the inbox, the spam folder, or is rejected outright.

Each major inbox provider (Gmail, Microsoft, Yahoo, Apple) maintains its own internal reputation model based on signals like spam complaints, bounce rate, sender authentication, list age, and recipient engagement. You cannot see these scores directly, but tools like Google Postmaster Tools and Microsoft SNDS surface enough proxy data to monitor trends.

Reputation is attached to two things: the sending IP and the sending domain. Shared IPs (the default on most platforms) average the reputation of every sender on that IP; dedicated IPs give you full control but require careful warm-up over 4–6 weeks before they can carry meaningful volume.

The fastest way to damage reputation is to send to a stale list, an imported list of unknown provenance, or to ignore unsubscribes. The fastest way to rebuild it is to sharply cut volume to your most engaged segment only, fix authentication, and grow back slowly over weeks.

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Related terms

  • Deliverability

    Deliverability is the rate at which sent emails reach the recipient's inbox rather than the spam folder, bouncing, or being silently dropped by the receiving server.

  • Bounce Rate (Email)

    Bounce rate is the percentage of sent emails that could not be delivered, split between hard bounces (permanent failures) and soft bounces (temporary failures).

  • Double Opt-In

    Double opt-in is the practice of requiring a new email subscriber to confirm their address by clicking a link in a verification email before they are added to your active sending list.

← Open Rate

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