Mail reputation score

A mail reputation score is a numerical value that represents the trustworthiness and reliability of an email sender's IP address and domain. It's used by email providers, such as Gmail, Yahoo, and Outlook, to determine whether to deliver or block an email message.

Here's how it works:

1. Sender IP address: When an email is sent, the IP address of the sender's mail server is recorded.
2. Reputation scoring: Email providers use algorithms to analyze the sending behavior of the IP address, including factors such as:
   • Delivery rates: How often emails are delivered successfully.
   • Bounce rates: How often emails are bounced back due to invalid addresses.
   • Complaint rates: How often recipients mark emails as spam.
   • Engagement rates: How often recipients open, click, or respond to emails.
3. Reputation score: The email provider assigns a numerical score to the IP address based on its sending behavior. This score is usually a value between 0 and 100, with higher scores indicating a better reputation.
4. Email delivery: When an email is sent, the recipient's email provider checks the sender's IP address reputation score. If the score is high, the email is more likely to be delivered to the recipient's inbox. If the score is low, the email may be flagged as spam or blocked altogether.

A good mail reputation score can help ensure that your emails are delivered to the inbox, while a poor score can lead to:

• Emails being marked as spam or blocked
• Reduced deliverability rates
• Increased bounce rates
• Damage to your brand reputation

To improve your mail reputation score, focus on:

1. Validating your email list: Ensure that your email list is accurate and up-to-date.
2. Sending relevant and engaging content: Craft emails that are relevant to your recipients and encourage engagement.
3. Monitoring and managing bounces: Regularly check for bounced emails and remove invalid addresses from your list.
4. Reducing spam complaints: Make sure your emails are not flagged as spam by recipients.
5. Using a reputable email service provider: Choose an email service provider that has a good reputation and provides tools to help you manage your email sending behavior.

By following these best practices, you can improve your mail reputation score and increase the deliverability of your emails.