How to Improve Your Email Sender Reputation

How to Improve Your Email Sender Reputation

Understanding Reputation

ISPs assign scores based on bounces, complaints, spam trap hits, engagement, and sending patterns. Gmail weighs domain reputation; Microsoft weighs IP.

Check Current Reputation

Google Postmaster Tools for domain reputation. Microsoft SNDS for IP reputation. Sender Score for 0-100 score.

Reduce Bounces

Keep under 2% per send. Use verification to remove invalids before sending. Hard bounces are most damaging.

Minimize Complaints

Keep under 0.1%. Make unsubscribe visible. Only email those with explicit consent. Honor unsubscribes within 24 hours.

Avoid Spam Traps

Pristine traps suggest purchased lists. Recycled traps mean stale lists. Regular verification is the best defense.

Warm Up Gradually

Start new IPs/domains with small volumes to engaged recipients. Increase gradually over 4-6 weeks.

Authenticate Everything

Implement SPF, DKIM, DMARC for all sending domains. Ensure alignment. Monitor continuously with alerts for drops.