Sender Reputation

What is Sender Reputation?

Sender reputation is a measure of how trustworthy your email-sending domain and IP address appear to MailBox Providers (MBPs). This score is influenced by various factors, such as complaint rates, engagement levels, and authentication records. A strong sender reputation increases the chances of emails reaching the inbox, while a poor one can lead to deliverability issues.

Factors Affecting Sender Reputation

IP Reputation

• Dedicated vs. Shared IPs: A dedicated IP gives you full control over your reputation, while a shared IP means your reputation might be influenced by other senders using the same IP.

• Consistent Sending Patterns: MBPs monitor how frequently and how many emails you send. Large, sudden spikes in volume can raise red flags.

• Spam Complaints: If too many recipients mark your emails as spam, MBPs will lower your IP reputation.

• Blocklist Status: If your IP gets blocklisted by major email blocklists (e.g., Spamhaus, Barracuda, Abusix, SURBL), your emails may be blocked or filtered into spam.

Domain Reputation

• Long-Term Reputation: Unlike IP reputation, domain reputation is tied to your email-sending practices over time and follows your domain even if you switch IPs.

• Authentication Protocols: Implementing SPF, DKIM, and DMARC improves domain reputation by proving that your emails are legitimate.

• Engagement Metrics: High open rates, click rates, and replies indicate positive engagement, boosting domain reputation. Conversely, low engagement and high bounce rates negatively impact reputation.

• Avoiding Spam Traps: Spam traps are email addresses used by MBPs and blocklists to catch senders who use outdated or purchased lists. Hitting these addresses can significantly damage your domain reputation.

How to Monitor and Improve Sender Reputation

Using Tools Like Google Postmaster and SNDS

1. Google Postmaster Tools (https://postmaster.google.com/)

   • Provides insights into your domain’s reputation, spam rates, and authentication status.

   • Helps track deliverability performance with Gmail users.

   • Displays data on spam complaints, IP reputation, and domain reputation.

2. Microsoft SNDS (Smart Network Data Services) (https://sendersupport.olc.protection.outlook.com/snds/ )

   • Monitors how Microsoft (Outlook, Hotmail, Live, MSN) perceives your sending IP.

   • Provides data on spam complaints, trap hits, and email volume to Microsoft users.

   • Helps identify if your emails are being flagged as spam or blocked.

3. Other Monitoring Tools

   • Talos Intelligence (https://talosintelligence.com) – Checks IP and domain reputation in real time.

   • SpamCop - (https://www.spamcop.net/ ) is an anti-spam service that helps identify and block spam emails by analyzing reports from users and automated systems.

Best Practices to Improve Sender Reputation

• Send Relevant and Engaging Emails: Ensure your content is valuable to recipients to reduce spam complaints.

• Use Proper List Hygiene: Regularly clean your email list by removing inactive subscribers and invalid email addresses.

• Implement Authentication Protocols: Set up SPF, DKIM, and DMARC to establish email legitimacy.

• Monitor Blacklists and Complaint Rates: Regularly check if your domain or IP is blacklisted and resolve issues promptly.

• Warm Up Your IP and Domain: Gradually increase sending volume for new domains or IPs to establish a positive reputation.

• Avoid Spam Traps: Use only permission-based email lists and validate addresses before sending.