Summary
Sender Score provides a broad, general overview of IP reputation across various ISPs, influenced by factors like spam complaints, sending volume, and spam trap hits. It offers a numerical score from 0-100, but its data and manipulations by Validity give it a limited perspective. Google Postmaster Tools, in contrast, offers a Gmail-specific view, detailing spam rates, IP reputation, feedback loop data, and authentication results, making it crucial for senders prioritizing Gmail deliverability. It gives direct insights from Google's perspective. While Sender Score can be helpful for lists with a mix of providers, Google Postmaster Tools is the primary source of truth for Gmail. Experts suggest checking Google Postmaster Tools first and then using Sender Score to supplement data, but emphasize Sender Score should be used cautiously as its data may not accurately reflect deliverability at Gmail. Monitoring tools from ESPs and feedback loops are also vital for understanding mailbox provider perceptions. Some, like Microsoft, measure reputation internally, meaning external systems may not reflect their assessment.
Key findings
- Data Source: Sender Score uses data from various ISPs, while Google Postmaster Tools relies on Google's internal data, giving a direct insight.
- Scope: Sender Score offers a broad overview of reputation across multiple providers; Google Postmaster Tools focuses specifically on Gmail and how Google perceives your sending practices.
- Metric Display: Sender Score provides a numerical score (0-100); Google Postmaster Tools shows metrics like spam rate, domain and IP reputation, and feedback loop data.
- Primary Use: Google Postmaster Tools should be the primary tool for senders focused on Gmail deliverability, giving a direct view.
- List Composition: Sender Score can be helpful for lists with a diverse mix of email providers beyond Gmail, allowing for a broader understanding.
- Third-Party Influence: Sender Score's data reflects Validity's methods, which should be considered in its interpretation.
- Internal Metrics: Some mailbox providers, like Microsoft, use internal metrics, making external reputation scores less reliable for their services.
Key considerations
- Gmail Focus: If Gmail is a priority, focus on Google Postmaster Tools data, which gives direct insights from Google.
- Data Combination: For a comprehensive view, combine data from both Sender Score and Google Postmaster Tools, being mindful of their differences.
- Accuracy: Be aware that Sender Score's accuracy may vary and may not perfectly reflect Gmail deliverability, given its data sources and calculations.
- Proactive Monitoring: Regularly monitor both Sender Score and Google Postmaster Tools to identify and address deliverability issues promptly, utilizing actionable insights.
- Supplement, Don't Replace: Use Sender Score as a supplementary tool, not a replacement for Google Postmaster Tools, especially when Gmail is important, as it provides a broader but potentially less accurate view.
- Understand Limitations: Understand the limitations of Sender Score due to Validity's influence on the data and its inability to fully reflect individual mailbox provider assessments.
- Platform Specificity: When assessing reputation with specific mailbox providers, look for their internal metrics and recommendations, as external tools might not be accurate (e.g., Microsoft).
What email marketers say
10 marketer opinions
Sender Score provides a broad, general overview of IP reputation across various ISPs based on factors like spam complaints, sending volume, and spam trap hits. It offers a numerical score from 0-100. Google Postmaster Tools, in contrast, offers a Gmail-specific view, detailing spam rates, IP reputation, and feedback loop data, crucial for senders prioritizing Gmail deliverability. While Sender Score can be helpful for lists with a mix of providers, Google Postmaster Tools is the primary source of truth for Gmail. Experts suggest checking Google Postmaster Tools first and then using Sender Score to supplement data, but emphasize Sender Score should be used cautiously as its data may not accurately reflect deliverability at Gmail.
Key opinions
- Data Source: Sender Score uses data from various ISPs, while Google Postmaster Tools relies on Google's internal data.
- Scope: Sender Score offers a broad overview; Google Postmaster Tools focuses specifically on Gmail.
- Metric Display: Sender Score provides a numerical score (0-100); Google Postmaster Tools shows metrics like spam rate and reputation categories.
- Primary Use: Google Postmaster Tools should be the primary tool for those focused on Gmail deliverability.
- List Composition: Sender Score can be helpful for lists with a diverse mix of email providers beyond Gmail.
Key considerations
- Gmail Focus: If Gmail is a priority, focus on Google Postmaster Tools data.
- Data Combination: For a comprehensive view, combine data from both Sender Score and Google Postmaster Tools.
- Accuracy: Be aware that Sender Score's accuracy may vary and not perfectly reflect Gmail deliverability.
- Proactive Monitoring: Regularly monitor both Sender Score and Google Postmaster Tools to identify and address deliverability issues promptly.
- Supplement, Don't Replace: Use Sender Score as a supplementary tool, not a replacement for Google Postmaster Tools, especially when Gmail is important.
Marketer view
Email marketer from MailerCheck explains Google Postmaster Tools is crucial for Gmail senders because it gives direct insights into Gmail's perspective on your sending reputation. They highlight its role in spotting issues like spam complaints and authentication failures specifically impacting Gmail deliveries, making it a vital tool.
19 May 2023 - MailerCheck
Marketer view
Email marketer from EmailVendorSelection shares that Google Postmaster Tools provides direct insights from Google's perspective, reflecting how Gmail perceives your sending practices. This tool is invaluable for diagnosing deliverability issues unique to Gmail, such as spam complaints and authentication failures, offering a focused view that complements broader reputation metrics.
25 Sep 2021 - EmailVendorSelection
What the experts say
3 expert opinions
Sender Score, influenced by factors like spam complaints, trap hits, and volume, offers a broad view but is shaped by Validity's data and methods, making it a limited perspective. Google Postmaster Tools, conversely, provides Google's direct, definitive view impacting spam filtering and solely relevant to Google. Experts recommend focusing on ESP deliverability and using tools like Google Postmaster Tools and feedback loops for insights into mailbox provider perceptions.
Key opinions
- Sender Score Influence: Sender Score is influenced by spam complaints, trap hits, and sending volume.
- Sender Score Limitations: Sender Score reflects Validity's data and manipulation, offering a limited perspective.
- Google's Direct View: Google Postmaster Tools provides Google's definitive view, directly affecting spam filtering.
- ESP Deliverability: ESPs should focus on deliverability and provide monitoring tools.
- Monitoring Tools: Google Postmaster Tools and feedback loops are crucial for understanding mailbox provider perceptions.
Key considerations
- Data Interpretation: Understand Sender Score's limitations and Validity's influence on its data.
- Gmail Focus: Prioritize Google Postmaster Tools for accurate insights into Gmail deliverability.
- ESP Responsibility: Choose ESPs that prioritize and provide deliverability monitoring tools.
- Multiple Data Points: Use various data points and tools, including feedback loops, to assess sender reputation.
- Actionable Insights: Focus on tools that provide actionable insights for improving deliverability.
Expert view
Expert from Email Geeks explains that SenderScore's perceived value is due to ReturnPath's marketing, even after its acquisition. She highlights that SenderScore reflects data and manipulations by Validity, with unknown data feeds and weighting. It represents Validity's limited view of an IP address. In contrast, Google Postmaster Tools provides Google's definitive view, directly impacting spam filtering and relevant only for Google. She also links to articles discussing SenderScore.
18 Feb 2022 - Email Geeks
Expert view
Expert from Word to the Wise explains that Sender Score is influenced by many factors, including but not limited to spam complaints, sending to spam traps, and overall sending volume. They suggest that while it can be a useful tool, it should not be the only metric used to assess sender reputation.
11 Jul 2023 - Word to the Wise
What the documentation says
4 technical articles
Google Postmaster Tools provides Gmail-specific insights including spam rates, domain/IP reputation, and FBL data for diagnosing Gmail deliverability. Sender Score, influenced by complaints, spam traps, volume, and blocklists, offers a broader reputation view but may not correlate with Gmail performance. SparkPost highlights using Postmaster Tools to investigate reputation drops and analyze sending practices. Microsoft internally measures sender reputation, suggesting monitoring Microsoft metrics for their specific standards.
Key findings
- Gmail Specificity: Google Postmaster Tools provides metrics tailored for Gmail deliverability.
- Broad Reputation: Sender Score offers a holistic reputation view influenced by various factors.
- Problem Investigation: Postmaster Tools can be used to investigate reputation drops.
- Internal Metrics: Microsoft uses internal metrics for sender reputation.
Key considerations
- Gmail Focus: Prioritize Google Postmaster Tools for senders primarily targeting Gmail users.
- Holistic vs Specific: Understand Sender Score provides a general overview, while Google Postmaster Tools offers specific insights for Gmail.
- Actionable Steps: Use Postmaster Tools to identify and address issues in your sending practices.
- Platform-Specific Reputation: Consider monitoring individual platform metrics, like Microsoft's, for accurate reputation assessment.
Technical article
Documentation from Microsoft shares that they measure their own sender reputation internally, so other reputation systems may not accurately reflect this reputation. It is best to monitor metrics from Microsoft to determine a good reputation.
13 Nov 2023 - Microsoft
Technical article
Documentation from Validity explains that Sender Score is influenced by factors such as complaints, spam traps, sending volume, and external blocklists. It provides a holistic view of an IP's reputation based on data from various sources, offering a general indicator of deliverability health that may not directly correlate with performance at specific mailbox providers like Gmail.
7 Mar 2025 - Validity
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