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Sender score reputation in email marketing

Email sender score reputation

Sender reputation refers to the score that email service providers (such as Gmail, Yahoo or Outlook) attribute to the domains from which emails are sent.

This reputation can significantly affect the delivery rate of emails and whether they reach subscribers’ inbox.

Or will land in the spam folder.

In general terms, it is based on several factors, including:

  • Email open rates
  • Sending frequency
  • The number of spam complaints
  • Etc.

Key considerations

When considering how to manage and optimize sender reputation, it is essential to understand that every action is important.

From the configuration of your sender address to the way recipients interact with your emails.

Everything contributes to sender perception and, by extension, sender reputation.

Factors such as email authentication (such as SPF, DKIM and DMARC), consistency in sending frequency and maintaining a clean and up-to-date subscriber list are essential.

All this helps to maintain a solid sender reputation.

Keeping a good sender score reputation

Keeping a good sender score reputation is not just a best practice, but a necessity if you want your email marketing campaigns to be effective.

To do this, it is essential to:

  • Authenticate your sender emails: this guarantees email providers that the messages are not fraudulent, which improves your reputation.
  • Regularly cleaning your subscriber list: removing inactive email addresses or addresses that never interact with your emails reduces the risk of sending messages to spam traps or increasing the bounce rate.
  • Opt-in: make sure that the people on your list really want to receive your emails. This not only improves the interaction rate, but also protects your reputation.

Spam complaints and their effects

A spam complaint mean your email was flagged as spam by a subscriber.

This act has a direct and damaging impact on the sender’s reputation.

Email providers constantly monitor the number of spam reports generated by a sender.

An increase in the number of reports can lead to your future emails being blocked or sent to the spam folder, drastically reducing the effectiveness of your email marketing campaigns.

Why a good sender score reputation is important and its advantages

Maintaining a good email sender reputation is vital for several reasons:

  • Higher inbox delivery rate: this ensures that your emails see the light of day, rather than disappearing into a spam folder.
  • Higher return on investment (ROI): emails that actually reach the inbox are more likely to be opened and therefore generate sales.
  • Customer trust: a solid reputation generates trust in your brand, making customers feel more confident when interacting with your emails.


In short, sender reputation is a fundamental pillar for the success of any email marketing campaign.

Not only does it influence how effectively your emails reach their recipients, but it also affects the general perception the market has of your brand.

By implementing effective strategies to nurture this reputation, you ensure that you maintain and improve contact with your audience, which is essential for any company that relies on digital marketing.

Therefore, investing time and resources in optimizing every aspect of your email campaigns, from list segmentation to personalization and sending frequency, is not only advisable, but essential.

Especially for long-term results.