{"id":90480,"date":"2026-07-27T17:51:10","date_gmt":"2026-07-27T17:51:10","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/domain-reputation\/"},"modified":"2026-07-27T17:51:13","modified_gmt":"2026-07-27T17:51:13","slug":"domain-reputation","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/domain-reputation\/","title":{"rendered":"Domain Reputation in Email Marketing"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Put simply, domain reputation is <strong>the rating that Gmail, Outlook, Yahoo, and other providers give your sending domain.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><strong>In other words, your sender&#8217;s domain.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">This rating indicates, or measures, whether your domain looks trustworthy when it sends emails.<\/p>\n\n<p class=\"wp-block-paragraph\">If your domain reputation is <strong>good, your emails have a better chance of reaching the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/inbox\/\" target=\"_blank\" rel=\"noreferrer noopener\">inbox<\/a>.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Conversely, if the reputation of your domain and <a href=\"https:\/\/mailrelay.com\/en\/glossary\/sender\/\" target=\"_blank\" rel=\"noreferrer noopener\">sender<\/a> is poor, they&#8217;ll end up in <a href=\"https:\/\/mailrelay.com\/en\/glossary\/spam\/\" target=\"_blank\" rel=\"noreferrer noopener\">spam<\/a>, get blocked, or lose visibility.<\/p>\n\n<p class=\"wp-block-paragraph\">That&#8217;s why a good domain reputation is one of the foundations of email marketing.<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s not just about sending emails for the sake of it, the more the better.<\/p>\n\n<p class=\"wp-block-paragraph\">What matters most is <strong>how your contacts react<\/strong>, how often you send, and whether your domain is properly authenticated.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">What Domain Reputation Is<\/h2>\n\n<p class=\"wp-block-paragraph\">Domain reputation is a trust signal.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Email providers (such as Gmail, Outlook, Yahoo!) analyze a domain&#8217;s history and decide whether its messages deserve to reach the inbox.<\/strong><\/p>\n\n<h3 class=\"wp-block-heading\">How is domain reputation calculated?<\/h3>\n\n<p class=\"wp-block-paragraph\">This value doesn&#8217;t actually depend on a single factor.<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s also something that gets analyzed and calculated over time.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Your sending volume, your bounces, your spam complaints, your authentication, and your subscribers&#8217; engagement<\/strong> all influence that perception.<\/p>\n\n<p class=\"wp-block-paragraph\">If your reputation drops, it can&#8217;t be recovered immediately.<\/p>\n\n<p class=\"wp-block-paragraph\">What I mean is that if you make a send that causes your domain reputation to drop, you&#8217;ll need to go back to doing things properly for quite a while.<\/p>\n\n<h2 class=\"wp-block-heading\">Why Domain Reputation Matters So Much in Email Marketing<\/h2>\n\n<p class=\"wp-block-paragraph\">The most important reason is that domain reputation <strong>affects the deliverability<\/strong> of your emails.<\/p>\n\n<p class=\"wp-block-paragraph\">And deliverability affects everything else:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>If your emails don&#8217;t reach the inbox, opens drop.<\/li>\n\n\n\n<li>As opens drop, clicks fall.<\/li>\n\n\n\n<li>Because of this, sales, sign-ups, or your campaign response rates decline.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Keep in mind that a poor domain reputation doesn&#8217;t just affect mass <a href=\"https:\/\/mailrelay.com\/en\/glossary\/emailing\/\" target=\"_blank\" rel=\"noreferrer noopener\">mailings<\/a>, it also harms your automations and transactional emails.<\/p>\n\n<p class=\"wp-block-paragraph\">You can have a perfect welcome sequence, but if the emails don&#8217;t arrive it won&#8217;t be effective.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Ultimately, domain reputation matters because it affects your business&#8217;s marketing results.<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\">Domain Reputation, IP Reputation, and Sender Reputation<\/h2>\n\n<p class=\"wp-block-paragraph\">These are not equivalent terms, each one is different, so let&#8217;s look at what each means:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Domain reputation focuses on the domain you send from, your website&#8217;s domain, and its sending reputation.<\/li>\n\n\n\n<li>IP reputation is a term related to the IP address involved in the send.<\/li>\n\n\n\n<li>Sender reputation refers to the email address you use as the sender for your campaigns. Which is in turn tied to the domain and its reputation, as well as how contacts respond (whether they open, whether they click &#8230;)<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><strong>Why do these concepts matter?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Because you can switch mailing tools or servers, but domain reputation travels with the domain, and that&#8217;s not something you can change easily.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>It&#8217;s something you need to look after constantly.<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\">What Factors Affect Domain Reputation<\/h2>\n\n<p class=\"wp-block-paragraph\">Domain reputation doesn&#8217;t depend on technical aspects alone.<\/p>\n\n<p class=\"wp-block-paragraph\">It also depends on how your contacts behave.<\/p>\n\n<p class=\"wp-block-paragraph\">Let&#8217;s look at it in more detail.<\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 Domain authentication<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mailrelay.com\/en\/glossary\/spf-sender-policy-framework\/\" target=\"_blank\" rel=\"noreferrer noopener\">SPF<\/a>, <a href=\"https:\/\/mailrelay.com\/en\/glossary\/dkim-domainkeys-identified-mail\/\" target=\"_blank\" rel=\"noreferrer noopener\">DKIM<\/a>, and <a href=\"https:\/\/mailrelay.com\/en\/glossary\/dmarc\/\" target=\"_blank\" rel=\"noreferrer noopener\">DMARC<\/a> help prove that your emails are legitimate.<\/p>\n\n<p class=\"wp-block-paragraph\">When your domain is properly authenticated, <strong>email providers trust<\/strong> the message&#8217;s origin more.<\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 Spam complaints<\/h3>\n\n<p class=\"wp-block-paragraph\">Every time a user <strong>marks your email as spam, your domain reputation suffers.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">And the important thing here is that <strong>you don&#8217;t need to rack up thousands of complaints to have a problem.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Every complaint counts, even if there are only a few.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">In fact, the various ESPs require your <strong>spam complaint rate to stay below 0.3%<\/strong> of your sends.<\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 Bounces and list quality<\/h3>\n\n<p class=\"wp-block-paragraph\">If you think about it, sending to old, misspelled, or inactive addresses doesn&#8217;t seem like it&#8217;s going to be very useful, right?<\/p>\n\n<p class=\"wp-block-paragraph\">These sends usually bounce, meaning they don&#8217;t arrive (mainly because there&#8217;s a problem with those email addresses).<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>And although it may seem harmless, or like it will clean your list, the reality is very different, because it sends a very negative signal to the receiving servers.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">They see directly that the list isn&#8217;t good, that it has some problem, and they penalize it.<\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 Subscriber engagement<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mailrelay.com\/en\/blog\/2026\/04\/28\/boost-your-stats-exceed-25-open-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">Measuring the open rate<\/a> isn&#8217;t as easy as it was a few years ago, but it&#8217;s still a very important metric for measuring engagement.<\/p>\n\n<p class=\"wp-block-paragraph\">But even though the open rate isn&#8217;t a perfect metric, engagement remains key.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Opens, clicks, replies, and having no spam complaints are what count.<\/strong><\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 Frequency and consistency<\/h3>\n\n<p class=\"wp-block-paragraph\">Maintaining a consistent sending frequency is usually a good signal.<\/p>\n\n<p class=\"wp-block-paragraph\">If you need to send a large volume, it&#8217;s better to start small and build up gradually.<\/p>\n\n<p class=\"wp-block-paragraph\">Sudden spikes, or mass campaigns to cold lists, can damage your domain reputation. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The reason?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">They&#8217;re likely to generate more bounces and spam complaints.<\/p>\n\n<p class=\"wp-block-paragraph\">That&#8217;s why <strong>it&#8217;s better to increase the volume gradually.<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\">How to Improve Your Domain Reputation<\/h2>\n\n<p class=\"wp-block-paragraph\">Improving your reputation means taking several points into account, and above all being consistent.<\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 The configurations<\/h3>\n\n<p class=\"wp-block-paragraph\">The first step is having the correct configurations in place:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/spf-sender-policy-framework\/\" target=\"_blank\" rel=\"noreferrer noopener\">SPF<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/dkim-domainkeys-identified-mail\/\" target=\"_blank\" rel=\"noreferrer noopener\">DKIM<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/dmarc\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dmarc<\/a><\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">These configurations are necessary, having them is not optional.<\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 Segment your sends better<\/h3>\n\n<p class=\"wp-block-paragraph\">Segment your contact lists and send content that interests each segment, so you secure a higher response rate.<\/p>\n\n<p class=\"wp-block-paragraph\">The higher the response, the better for your domain reputation.<\/p>\n\n<h3 class=\"wp-block-heading\">\u00b7 Send regularly<\/h3>\n\n<p class=\"wp-block-paragraph\">Frequency matters.<\/p>\n\n<p class=\"wp-block-paragraph\">Don&#8217;t overdo it, and don&#8217;t go more than a month without sending anything.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mailrelay.com\/en\/blog\/2026\/04\/28\/boost-your-stats-exceed-25-open-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">Statistics<\/a> will give you useful information about your campaign and the changes it may undergo as your sending frequency varies.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>And what happens if the domain is new?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">In that case you should start sending gradually, so you don&#8217;t create a spike in sends that could lead to problems.<\/p>\n\n<h2 class=\"wp-block-heading\">The Most Common Mistakes That Damage Domain Reputation<\/h2>\n\n<p class=\"wp-block-paragraph\">We always recommend not buying contact lists, because of the risk they pose to the sending domain&#8217;s reputation.<\/p>\n\n<p class=\"wp-block-paragraph\">More or less everyone knows the risks.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>On the other hand, sending to old lists can also be potentially dangerous for your domain reputation, and that&#8217;s far less well known.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">If the list is years old, it will cause problems.<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s better to send only to contacts less than six months old.<\/p>\n\n<h2 class=\"wp-block-heading\">Frequently Asked Questions<\/h2>\n\n<h3 class=\"wp-block-heading\">Is domain reputation the same as IP reputation?<\/h3>\n\n<p class=\"wp-block-paragraph\">No, they are different things.<\/p>\n\n<p class=\"wp-block-paragraph\">Domain reputation focuses on your sending domain, usually your website&#8217;s domain.<\/p>\n\n<p class=\"wp-block-paragraph\">IP reputation relates to the IP used by the email marketing tool or server for the send.<\/p>\n\n<h3 class=\"wp-block-heading\">Can a poor domain reputation send my emails to spam?<\/h3>\n\n<p class=\"wp-block-paragraph\">Yes, that&#8217;s the most common outcome, although you may also see blocks (rejected emails).<\/p>\n\n<h3 class=\"wp-block-heading\">How do I know if my domain reputation is getting worse?<\/h3>\n\n<p class=\"wp-block-paragraph\">There will usually be signs that give you clues that something is happening.<\/p>\n\n<p class=\"wp-block-paragraph\">Opens and clicks fall, spam complaints rise, bounces increase, or more messages end up in spam.<\/p>\n\n<h3 class=\"wp-block-heading\">Do SPF, DKIM, and DMARC improve domain reputation?<\/h3>\n\n<p class=\"wp-block-paragraph\">They directly prevent your reputation from deteriorating drastically.<\/p>\n\n<p class=\"wp-block-paragraph\">Don&#8217;t even consider sending without these configurations.<\/p>\n\n<h3 class=\"wp-block-heading\">Can a poor domain reputation be recovered?<\/h3>\n\n<p class=\"wp-block-paragraph\">Yes. But it takes time and consistency.<\/p>\n\n<p class=\"wp-block-paragraph\">You&#8217;ll need to improve list quality, reduce complaints, segment better, increase engagement, and keep sending consistently.<\/p>\n\n<h3 class=\"wp-block-heading\">What matters most for protecting your domain reputation?<\/h3>\n\n<p class=\"wp-block-paragraph\">Without a doubt, sending only to people who have asked to receive your emails.<\/p>\n","protected":false},"template":"","class_list":["post-90480","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Domain Reputation in Email Marketing - Mailrelay<\/title>\n<meta name=\"description\" content=\"Discover what domain reputation is, how it affects your email marketing, and what to do to improve it and reach the inbox more often\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailrelay.com\/en\/glossary\/domain-reputation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Domain Reputation in Email Marketing - 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In other words, your sender&#8217;s domain. This rating indicates, or measures, whether your domain looks trustworthy when it sends emails. If your domain reputation is good, your emails have a better chance of reaching the inbox. Conversely,&hellip;","_links":{"self":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/90480","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/types\/glossary"}],"version-history":[{"count":1,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/90480\/revisions"}],"predecessor-version":[{"id":90481,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/90480\/revisions\/90481"}],"wp:attachment":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/media?parent=90480"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}