What is Email Reputation?
Email reputation is a score that email service providers (ESPs) assign to your domain and IP address based on your sending history, engagement rates, and other factors. It determines whether your emails reach the inbox, spam folder, or get blocked entirely.
High Reputation
Emails land in inbox with high engagement rates
Medium Reputation
Mixed inbox placement with room for improvement
Low Reputation
Emails often land in spam or get blocked
Types of Email Reputation
There are several types of reputation that affect your email deliverability, each serving a different purpose in the email ecosystem.
Domain Reputation
Domain reputation is based on the sending history of your domain name. It's the most important factor for deliverability and is shared across all IP addresses that send from your domain.
IP Reputation
IP reputation is specific to the IP address you're sending from. It's important for dedicated IPs but less critical for shared IPs where reputation is shared among multiple senders.
Brand Reputation
Brand reputation is based on how recipients interact with your emails. High engagement rates, low complaint rates, and positive user behavior improve your brand reputation.
Factors That Affect Email Reputation
Understanding what influences your reputation is crucial for maintaining good deliverability. Here are the key factors:
Engagement Metrics
Open rates
Higher open rates indicate valuable content
Click rates
Clicks show active engagement
Reply rates
Replies indicate two-way communication
Forward rates
Forwards show content value
Negative Signals
Spam complaints
Recipients marking emails as spam
Bounce rates
Invalid or inactive email addresses
Unsubscribe rates
High opt-out rates
Blacklist listings
Being listed on spam blacklists
Technical Factors
Authentication
Proper SPF, DKIM, and DMARC setup
Consistent sending
Regular, predictable sending patterns
Volume consistency
Avoiding sudden spikes in sending
List quality
Clean, engaged email lists
How to Build Email Reputation
Building a strong email reputation takes time and consistent effort. Here's a comprehensive approach:
Start with Email Warmup
Email warmup is the process of gradually increasing your sending volume to build reputation. This is especially important for new domains and IPs.
Warmup Strategy
Maintain High Engagement
Engagement is the most important factor for reputation. Focus on creating content that recipients want to read and interact with.
Engagement Best Practices
Keep Your List Clean
A clean email list is essential for good reputation. Remove inactive subscribers and handle bounces properly.
List Hygiene Practices
Implement Authentication
Proper email authentication helps establish trust with ESPs and improves your reputation.
Authentication Setup
Monitoring Your Reputation
Regular monitoring is essential for maintaining good reputation. Here's how to track your reputation effectively:
Key Metrics to Monitor
Reputation Monitoring Tools
Reputation Recovery Strategies
If your reputation has been damaged, here's how to recover and rebuild it:
Immediate Actions
Recovery Process
Reputation by Email Service Provider
Different ESPs have different reputation systems and requirements. Here's what you need to know:
Gmail
Outlook/Hotmail
Yahoo
Advanced Reputation Management
For advanced users, here are sophisticated strategies for managing reputation:
Reputation Segmentation
Predictive Reputation Management
Common Reputation Mistakes
Avoid these common mistakes that can damage your email reputation:
List Building Mistakes
Content Mistakes
Technical Mistakes
Reputation Management Checklist
Use this checklist to ensure your reputation management is on track:
Daily Tasks
Essential daily monitoring
Weekly Tasks
Regular analysis and optimization
Monthly Tasks
Strategic planning and optimization