Deliverability
Sender Reputation
A score reflecting the trustworthiness of an email sender based on sending practices and engagement.
Definition
Sender reputation is an overall score reflecting the trustworthiness of an email sender, combining both IP and domain reputation. It's influenced by bounce rates, complaint rates, spam trap hits, engagement metrics, sending patterns, and authentication. Good reputation leads to inbox placement; poor reputation triggers spam filtering or blocking.
Pro Tip
Sender reputation takes time to build but can be destroyed quickly. Prioritize quality over quantity in your sending.