Sender reputation is a trust score based on your domain, IP, and behavior. Learn what affects reputation and how to improve inbox placement.
Sender reputation is how inbox providers evaluate the trustworthiness of your email sending behavior. It can be tied to your sending domain, sending IP address, and sometimes the specific mailbox or service used to send messages.
Reputation is influenced by engagement (opens, clicks, replies), complaints, bounce rates, authentication success, and sending consistency. Sudden spikes in volume or sending to low-quality lists can damage reputation quickly.
To build and maintain a strong reputation, send to people who expect your messages, keep lists clean, authenticate all mail, and ramp volume gradually when needed. Reputation is earned over time, and it’s one of the biggest drivers of inbox placement.