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Why Sender Reputation Matters and How to Improve It



Did you know there’s such a thing as ‘Sender Reputation’?


Sender reputation is one of the most important factors that email providers take into account when determining whether to deliver your email to the inbox or the spam folder. If your sender reputation is poor, your emails will be more likely to end up in the spam folder, where they will be seen by very few people. In this blog post, we will discuss what sender reputation is and how you can improve it.


Think of it like your email’s credit score. If your credit score is low, your emails have a high probability of being auto-sorted to Spam or Junk. If your credit score is high, you have a high probability of landing directly in the person’s inbox.



There are several common components of sender reputation. They are:

  1. Complaints (unsubscribes)

  2. List quality

  3. Infrastructure and authentication

  4. Content

  5. Sending history

  6. Engagement

  7. IP permanence


Why reputation matters

Quite simply, 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. You can’t market effectively if your emails are auto-sorting to spam or junk folders.


Sender reputation is determined by a number of factors, including the percentage of emails that you send that are opened and clicked, the percentage of emails that are marked as spam, and the number of complaints that you receive. If you want to improve your sender reputation, there are a few things that you can do.


What you can do


First, make sure that you are only sending emails to people who have opted in to receive them. Don't add people to your mailing list without their permission.


Second, make sure your email content is high quality and relevant to your recipients.


Third, monitor your open and click rates, and take action if they start to decline.


Finally, be responsive to any complaints or feedback that you receive.


If you take these steps, you will be well on your way to improving your sender reputation and ensuring that more of your emails end up in the inbox. Happy emailing! :)


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