Sender Score and Email Reputation

Everyone needs a good score, whether it is in studies, sports, or marketing. Sender Score and Email Reputation are the two important terms that are very crucial and relevant to email marketers and deliverability experts. In this article, we will know what these terms exactly mean and how they affect mail deliverability in email marketing campaigns.

What is Email Sending Reputation?

Email sending reputation is a combined metric consisting of different types of reputations to determine the email delivery process. Some of the most important reputations are:

  • IP Reputation
  • Domain Reputation

IP Reputation

IP reputation signifies IP addresses that send unwanted emails. Volume and frequency of the emails sent from the IP address. They play a key role in determining your IP’s reputation. Firstly, establishing an IP reputation is deciding what kind of IP you want to use: shared or dedicated. A shared IP is used by several other companies or senders. Whereas, a dedicated IP address belongs to one company or sender. Each provides a different approach to developing an IP reputation.

Domain Reputation

A domain’s reputation determines how well you send emails from that domain. Switching IPs doesn’t affect your domain reputation if you are sending emails from the same domain. Two ways to help Internet Service Providers perceive your reputation as more trustworthy. And that is to implement Sender Policy Framework (SPF), a simple open-source email validation system. And DomainKeys Identified Mail (DKIM) lets an organization take responsibility for a message that is in transit. Both of these help in establishing identifiers for your sending domain.

What is Sender Score?

A sender score is a credit score that measures the worthiness of your email, it measures the health of your email program. It is a score between 0 and 100 identifying the quality of your sender’s reputation and providing details of how your mailbox providers view your IP address. The 30-day average is used to determine Sender Scores.

Sender Score also indicates the sender’s overall email reputation, but they are not the same. So, if a sender has a high Sender Score, this will indicate that most of the sender’s transactional and marketing emails land in the inbox. But, if a sender has a really low sender score, then there is a high chance that their email marketing campaigns will often have high bounce rates, high block rates, and low open rates.

What is a Good Sender Score?

Sender Score is associated with some important terms, which reveal important data on the following:

  1. Complaint rate – The rate at which users complain about your junk emails.
  2. Unknown user rate – The number of invalid users in your subscription lists.
  3. Spam traps triggered – Spam traps are email addresses that are used by internet service providers (ISPs) and blacklist providers to identify spammers so they can block emails from them.

Sender Scores with 90 and above are considered Good Sender Scores, also having below than 1% complaint rate, approx 1% unknown user rate, and an average of 0.36% spam trap hits. Contrarily, those with very poor Sender Scores of 10% or below had a 7.4% complaint rate, 7% unknown user rate, and an average of 7.53% spam trap hits.

Good Sender Score warmed up your email delivery practices and sent them to inboxes.

How to improve your Sender Score and Email Reputation

As discussed above, sender reputation consists of other important reputations based on your email sending:

  1. IP reputation indicates how many people want to receive emails from this IP address.
  2. Domain reputation checks whether the email sent from your domain is identified or not. It also provides valid authentication methods for your domain reputation.

Below are the points that ensure to improve your sender score and email reputation in email marketing practices:-

1. Authentication of your SPF and DKIM.

2. You need to create sub-accounts for your different Email IDs.

3. Take charge of your engaged data.

4. Segment your A/B test and personalize it.

5. Prepare a checklist for your email marketing campaigns.

6. Always clean your email lists and have a double opt-in option for subscribers.

7. Create email marketing campaigns that interest the target audience.

Final Thought on Sender Score and Email Reputation

Sender Score and Email Reputation are ways to maintain your email delivery practices as well as improve your email deliverability and give your readers what they want, as it measures a sender’s email sending practices, and find the places where you can improve your email campaigns and get the results you want. Many elements play a key role in the health of your email reputation and it’s very important to look at the overall health of your email strategy rather than just focusing on one indicator. For more information visit




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