// Glossary
Sender Reputation
A score mailbox providers assign your sending domain and IP that determines whether mail lands in inbox or spam.
Definition
Sender reputation is the trust mailbox providers place in your sending domain and IP address, built from signals like bounce rates, spam complaints, authentication, engagement, and spam-trap hits. A strong reputation means more of your mail reaches the inbox; a poor one routes you to spam or blocks you. It's earned over time through verified lists, gradual warmup, and sending mail people actually want.
How sender reputation is built
Sender reputation is the trust score mailbox providers assign your sending domain and IP, based on bounce rate, spam complaints, engagement, and authentication. A strong reputation lands you in the inbox; a damaged one sends you to spam or gets you throttled. It's slow to build and fast to break — one send to a stale, high-bounce list can undo months of good sending. Protect it with list hygiene, authentication, and gradual volume ramps on new domains.
Common questions
How do I check my sender reputation?+
Tools like Google Postmaster Tools and Microsoft SNDS report domain/IP reputation and spam rates. Your bounce and complaint rates in your ESP are also direct signals.
Can sender reputation be repaired?+
Yes, but slowly — stop sending to unclean lists, fix authentication, re-warm the domain with engaged recipients, and let clean sending history rebuild trust over weeks.
Put sender reputation to work.
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