Deliverability
Domain reputation
A score assigned to a sending domain based on email engagement, complaints, and sending practices.
Definition
Domain reputation is a score assigned to a sending domain based on its email sending history and recipient behavior. Unlike IP reputation (which can change with infrastructure), domain reputation follows your brand. Factors include engagement rates (opens, clicks), complaint rates, bounce rates, spam trap hits, and sending consistency. Major providers like Google heavily weight domain reputation in filtering decisions.
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