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What is Sender’s Reputation – How it affects your marketing efforts

what is sender's reputation?

Understanding what is Sender’s Reputation is crucial if you are into Email Marketing. In this blog post, I will explain what it is, how it affects your email marketing efforts and tips to improve your Sender’s reputation.

What is Sender’s Reputation

When we talk about a Sender’s Reputation it is related to how ISP (Internet Service Providers) scores your emails. Depending on your established reputation the ISP will take action and decide to put your email in the Inbox or to another folder or to just block your emails from reaching your contacts.

Two types of Sender’s Reputation

There are two main aspects an ISP will track to score your emails. One is the reputation of your domain name and the reputation of your IP address.

Domain reputation

The domain reputation will evaluate your domain names past sending history. If, for example, people have flagged your emails as spam it is possible that they will move your emails to the spam box the next time to try to send to them. If your spam complaint is high, they will completely block your emails.

IP reputation

It is related to the IP assigned to your Email server. Mostly all ESPs (Email Service Provider) will track your IP reputation score. The use of RBL ( Real-time Blackhole List) is commonly used to identify if your IP address is currently considered to be sending Spam. You can try online tools like for the monitoring of your score.

Tips to Maintain a Good Sender’s Reputation

  • Build your own list and do not buy or rent email lists
  • Keep a conservative sending frequency. Send slowly
  • Write compelling Email content
  • Send only to Opt-in contacts
  • Keep your email list clean of invalid contacts.
  • Use a sending tool like which includes an abuse prevention system.

Check out other Tips to Improve IP Reputation and Domain Reputation.

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