{"id":82407,"date":"2024-10-14T21:06:53","date_gmt":"2024-10-14T21:06:53","guid":{"rendered":"https:\/\/mailrelay.com\/glosario\/sender-score\/"},"modified":"2026-10-07T23:06:33","modified_gmt":"2026-10-07T23:06:33","slug":"sender-score","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/sender-score\/","title":{"rendered":"Sender Score"},"content":{"rendered":"\n

Sender Score is a metric that evaluates the reputation of an IP address<\/strong> from which emails are sent. <\/p>\n\n

It is a score ranging from 0 to 100, where 100 represents the best possible reputation. <\/strong><\/p>\n\n

This score is assigned by specialized companies, such as Validity (formerly known as Return Path)<\/a>, and is used by email service providers (ESPs) to determine<\/strong> whether an email should be delivered directly to the inbox<\/strong>, sent to the spam<\/strong> folder, or even rejected altogether<\/strong>.<\/p>\n\n

How is Sender Score calculated?<\/h2>\n\n

Sender Score is calculated based on a variety of factors that reflect the IP address’s historical behavior when sending emails.<\/strong> <\/p>\n\n

Some of the key elements that influence this score include:<\/p>\n\n

Bounce Rate: <\/h3>\n\n

If an IP address has a high rate of emails that bounce (that is, they don’t reach the recipient for some reason)<\/strong>, its Sender Score will be negatively affected<\/strong>. <\/p>\n\n

Bounces can be caused by invalid email addresses, full mailboxes or temporary issues<\/strong> with the recipient’s server.<\/p>\n\n

Complaint<\/a> Rate: <\/h3>\n\n

Every time a user marks an email as spam<\/strong>, this action is recorded and affects the sender’s reputation. <\/p>\n\n

If many people complain about the emails sent by an IP address, its Sender Score will decrease.<\/strong><\/p>\n\n

Open and Click Rates: <\/h3>\n\n

A high open and click rate suggests that recipients are interested in the emails they receive, which improves the IP address’s reputation.<\/strong><\/p>\n\n

Blacklists: <\/h3>\n\n

If an IP address has been added to spam blacklists, its Sender Score will be severely affected.<\/strong> <\/p>\n\n

Blacklists are databases of IP addresses<\/strong> that have been identified as sources of spam.<\/p>\n\n

Authentication: <\/h3>\n\n

Factors such as the implementation of authentication protocols, such as DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework), also influence sender reputation.<\/p>\n\n

Why is Sender Score important?<\/h2>\n\n

Sender Score is critical because it acts as an indicator of how likely your emails are to reach your recipients’ inboxes. <\/p>\n\n

A high score suggests that email service providers trust<\/strong> that your emails are legitimate and wanted by recipients, while a low score can mean that your emails get filtered as spam<\/strong> or even blocked.<\/p>\n\n

For businesses that rely on email marketing<\/a>, maintaining a high Sender Score is vital. <\/p>\n\n

The reason is simple: <\/strong>if your emails don’t reach the inbox, they can’t be read, and if they aren’t read, they don’t have the desired impact, whether in terms of sales, customer retention or brand awareness.<\/p>\n\n

Strategies for improving Sender Score<\/h2>\n\n

Since Sender Score is so crucial, it’s important to adopt strategies that help maintain or improve this score. <\/p>\n\n

Below are some best practices:<\/p>\n\n

Keep your mailing list clean: <\/h3>\n\n

Regularly clean your contact list by removing invalid, duplicate or inactive email addresses.<\/strong> <\/p>\n\n

This not only reduces your bounce rate<\/strong>, but also improves the overall quality of your list.<\/p>\n\n

Get clear permissions: <\/h3>\n\n

Make sure that all recipients of your emails have given explicit consent to receive communications from you. <\/p>\n\n

This is not only a good practice to avoid spam complaints, but is also a legal obligation in many jurisdictions.<\/p>\n\n

Segment your lists: <\/h3>\n\n

Segmentation allows you to send more relevant messages to specific groups of people, which can increase open and click-through rates, thus improving your Sender Score.<\/p>\n\n

Analyze your reputation: <\/h3>\n\n

Use tools and services that allow you to monitor your Sender Score and IP reputation in real time. <\/p>\n\n

This will allow you to identify problems quickly and take corrective action before they seriously affect the deliverability of your emails.<\/p>\n\n

Authenticate your emails: <\/h3>\n\n

Implement authentication protocols such as DKIM and SPF to prove that your emails come from a trusted source. <\/p>\n\n

This helps protect your reputation and increases ESPs’ trust in your emails.<\/p>\n\n

Sender Score in the context of email marketing<\/h2>\n\n

Sender Score is just one piece of the puzzle in the complex world of email marketing<\/a>. <\/p>\n\n

However, its impact on deliverability<\/strong> is so significant that ignoring it can sabotage even the most creative and well-designed campaigns. <\/p>\n\n

Imagine spending hours perfecting a message, designing an attractive layout, carefully segmenting your mailing list, only to have those emails end up in the spam folder due to a low Sender Score.<\/p>\n\n

Furthermore, a high Sender Score not only ensures that your emails reach the inbox, but it can also improve the perception ESPs have of your domain in general. <\/p>\n\n

This can facilitate the delivery of future mailings and reduce the possibility that you will face blocking or blacklisting.<\/p>\n\n

Relationship between Sender Score and deliverability<\/h2>\n\n

When talking about Sender Score and email marketing, the topic of deliverability inevitably comes up. <\/p>\n\n

Deliverability refers to the ability of an email to reach the recipients’ inbox. <\/p>\n\n

This is where Sender Score plays a crucial role<\/strong>, as it acts as a predictor of your emails’ deliverability.<\/p>\n\n

ESPs use Sender Score to filter emails and decide which is the right destination for them. <\/p>\n\n

A low Sender Score could indicate that your emails are unsafe or unwanted<\/strong>, which could lead to them being sent straight to the spam folder. <\/p>\n\n

On the other hand, a high Sender Score can significantly increase the chances of your emails being delivered to the main inbox.<\/p>\n\n

Conclusion<\/h2>\n\n

Sender Score is a critical email marketing metric that should not be underestimated. <\/p>\n\n

Its impact on email deliverability, and therefore on the success of your marketing campaigns, is undeniable. <\/p>\n\n

Maintaining a high Sender Score requires ongoing effort<\/strong>, but the rewards in terms of better deliverability, higher open rates and, ultimately, a higher ROI make it worthwhile.<\/p>\n\n

Related entries<\/h2>\n\n