Summary
Your sender reputation is one of the main factors in the deliverability of your emails.
This sender reputation score is important, as it determines whether your emails will be sent directly to recipients’ inboxes or filtered into their spam folders. It therefore affects your ability to reach your audience with your email marketing campaigns, for example.
If your sender reputation is low, your emails are less likely to be delivered, meaning your message doesn’t reach your audience.
A number of factors go into calculating your sender score, including your sending history or complaint rates (spam complaints, pishing, etc.).
What is the sender reputation or score?
The sender score is an indicator used by e-mail service providers when they receive your mail.
It’s a score that measures the reputation of your IP address on the mail servers you use. It generally ranges from 1 to 100.
The higher the score, the better your e-mail deliverability rate. Be careful, though, as the calculation is based on the last 30 days. This score can therefore change from one emailing campaign to the next, depending on your mailings.
Your delivery or sender reputation is crucial when you’re sending emails. In fact, it’s an indicator used by the spam filters of e-mail service providers and Internet Service Providers (ISPs) when they receive your mail.
How do you measure your sender reputation?
It’s important to measure your reputation as a sender. As we’ve seen, this can have a direct impact on how your emails are treated by recipients. Email providers’ spam filters often use your reputation to decide whether or not your emails should be delivered to recipients’ inboxes.
Here are some of the tools most commonly used to measure your sender score:
Sender Score is a service offered by Validity that provides a score and evaluation of an IP address. The score ranges from 0 to 100. The higher the score, the more likely your e-mails will be delivered to your recipients.
Talos Intellignence from Cisco
Talos intelligence allows you to measure the sender reputation of an IP address, and also to check whether it has been blacklisted. The site classifies IPS according to several categories: Good, Neutral and Bad.
Postmaster Tools is a free tool provided by Google that gives you access to various information about your domain’s reputation.
This tool is very useful if your recipients are mainly on Gmail. It lets you know how your domain is perceived by Google.
Factors influencing sender reputation
Spam reports
Spam reports are very important for deliverability. They are also a good indicator of a sender's reputation. If you receive a lot of spam complaints, your sender score will drop. This can lead to problems with the deliverability of your e-mails.
Bounce rates
The rate of bounces can have a negative effect on your score and your reputation as a sender. Hard bounces, in particular, can be detrimental. They indicate that an e-mail address is no longer valid. This can happen for a number of reasons. But among the most common are typos in emails or if an email address has been deactivated.
Spam traps
Spam traps are email addresses that have been abandoned by their owners but reactivated by ISPs. This helps them identify spammers.
There are several types of spam trap:
Blacklists
If your IP address is blacklisted, your e-mail communications will be systematically blocked by ISPs. Blacklists are directories of IP addresses that have been identified as spammers. An IP address can be on these lists, but so can a domain name. In this case, e-mails sent in your company's name are very likely to be considered as spam.
ISP bulk rate
The ISP bulk rate is the percentage of emails that end up in your recipients' spam or junk folders. This rate is defined by Internet service providers.
MailSoar email deliverability agency
If you want to optimize the deliverability of your emails, don’t hesitate to contact us. Our team of experts is on hand to improve your open rates, enhance your reputation as a sender, and ensure that your messages reach their target. Take advantage of our expertise and services to maximize the impact of your professional email campaigns.
