Sender reputation is the score mailbox providers assign to a sending domain and IP based on complaint rates, bounce rates, engagement, spam-trap hits, and authentication history. It determines whether mail is delivered, filtered, or rejected.
Domain reputation vs IP reputation: which matters more?
Domain reputation now dominates at Gmail and Yahoo. IP still matters for Microsoft and for dedicated-IP senders.
How long does it take to repair a bad reputation?
Four to eight weeks of clean, low-volume sending to engaged recipients is typical.
Why does sender reputation matter for deliverability?
Reputation is the dominant factor in inbox placement. Content matters far less than the trust a provider has in your domain.
What is the first step to get started with sender reputation?
Register in Google Postmaster Tools and Microsoft SNDS to see your domain and IP reputation directly.
What is the most common sender reputation mistake?
Buying or scraping lists, which seed spam traps into your database.