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Email reputation is a score assigned to your email address, domain, and sending IP by Internet Service Providers (ISPs) and email providers. This score reflects your email sending behavior, engagement rates, and compliance with email standards. A high reputation ensures inbox placement, while a low reputation leads to spam folder delivery or outright blocking.
Email reputation determines whether your emails reach the inbox or get filtered to spam. With over 300 billion emails sent daily, ISPs rely heavily on reputation to filter unwanted messages. A poor reputation can result in blocked emails, wasted marketing spend, and lost business opportunities. Building and maintaining a strong reputation is the foundation of successful email marketing and communication.
ISPs and email providers calculate email reputation using multiple signals: bounce rates, spam complaints, spam trap hits, authentication status (SPF, DKIM, DMARC), engagement metrics (opens, clicks, replies), and sending patterns. Each provider maintains its own scoring system - Gmail uses domain reputation, Microsoft uses sender reputation data, and others use third-party services like Sender Score. Your reputation is dynamic and updates with every email you send, making consistent good behavior essential.
Reputation scores vary by provider. On Sender Score (0-100), aim for 80+. Google Postmaster shows reputation as High, Medium, Low, or Bad - you want High. Microsoft SNDS uses color coding where green indicates good standing. Focus on keeping bounce rates below 2% and complaints below 0.1% to maintain good scores across providers.
Building a new reputation takes 4-8 weeks of consistent, positive sending behavior. Start with small volumes (50-100 emails/day) to engaged recipients and gradually increase. Rushing this process by sending large volumes too quickly will damage your reputation rather than build it.
Yes, but recovery takes time and effort. Stop sending to problematic addresses, thoroughly clean your email list, and resume with small volumes to your most engaged subscribers. Expect 2-6 weeks for noticeable improvement, depending on severity. Severe cases may require switching to a new domain or IP.
No. Each email provider maintains its own reputation data. You might have excellent reputation with Gmail but poor standing with Microsoft. This is why monitoring multiple tools is important. Additionally, domain reputation and IP reputation are tracked separately - issues with one can affect the other.
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