Sender Reputation
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Sender reputation is the score-like perception mailbox providers have of your domain and IPs based on engagement, complaint rates, bounces, spam traps, and sending behavior. It directly impacts inbox placement.
- Positive signals: High engagement, low complaint and bounce rates, consistent volumes, authenticated sending.
- Negative signals: Spam complaints, high bounces, spam trap hits, large volume spikes from cold lists.
- Practical implication: Even good creative will underperform if sender reputation is poor; remediation often involves better list hygiene, segmentation, and reduced sending to low-engagement segments.
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