What is Sender reputation?
Sender reputation is the trust mailbox providers assign to your sending domain and IP address based on how recipients and receivers have treated your past email.
Good reputation comes from consistent sending, low complaint and bounce rates, and recipients who open and click. Poor reputation comes from spam complaints, sending to invalid addresses and sudden volume spikes.
Reputation is earned slowly and lost quickly, so protect it by sending to engaged contacts first and warming up volume gradually after a pause.
A worked example.
A coffee brand mails its whole list after a quiet summer and gets a spike in complaints. Its next sends start landing in spam. It rebuilds by mailing only recent openers for two weeks, then widening the audience step by step.
Common mistakes.
- Buying or scraping lists
- Sending a big blast after months of silence
- Ignoring rising complaint rates
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