Sender Score, a metric provided by Validity, is a reputation rating (0-100) for outbound email servers used by some ISPs to determine whether to accept, reject, or filter emails. The calculation considers factors like spam complaints, bounce rates, email authentication (SPF, DKIM, DMARC), and inclusion on blocklists (e.g., Spamhaus). While some experts suggest Sender Score is less relevant for major providers like Gmail, which relies on its own internal systems, others highlight its impact on deliverability to ISPs like Comcast. Experts agree that Sender Score affects deliverability, but it is one factor among many. Other factors include engagement rates (opens, clicks), IP address and domain reputation, and list hygiene. Maintaining a clean email list, monitoring sender reputation, properly authenticating emails, and focusing on overall campaign performance are crucial considerations. Scores above 80 are generally considered good, while those below 70 indicate significant deliverability issues.
10 marketer opinions
Sender Score is a metric, calculated by Validity, that assesses the reputation of outbound email servers and is intended to help mailbox providers determine whether to accept, reject, or filter emails. It is influenced by factors like spam complaints, bounce rates, email authentication, and blocklist status. While some experts believe Senderscore is less relevant for major providers like Gmail, which uses its own internal reputation systems, others note its impact on deliverability to ISPs like Comcast. Maintaining good sending practices, monitoring sender reputation, and proper email authentication are important factors. Monitoring engagement metrics and focusing on overall campaign performance, not just Senderscore alone, are also key to achieving good email deliverability. Senderscore, while used by some ISPs, should be a secondary metric. Scores above 80 are generally good, while those below 70 require attention.
Marketer view
Email marketer from Email Geeks shares that senderscore isn't really consulted by mailbox providers when determining how to filter mail. She suggests focusing more on actual results like opens, bounces, and complaints, and looking for changes in audience, content, or technical setup. Suggests sunsetting unengaged subscribers or freshening content.
24 May 2023 - Email Geeks
Marketer view
Email marketer from Emailonacid.com shares the need to authenticate your email using SPF, DKIM, and DMARC. Properly configured authentication helps prove your legitimacy as a sender and prevent spoofing, which in turn improves your sender reputation and Senderscore.
29 Nov 2024 - Emailonacid.com
3 expert opinions
Experts agree that while Sender Score can affect email deliverability, it is not the sole determinant. Mailbox providers consider other factors such as spam complaints, engagement rates, authentication, IP address reputation, domain reputation, and list hygiene. Senderscore is generally one of the first hurdles. Relying solely on Sender Score to ensure deliverability is not sufficient.
Expert view
Expert from Word to the Wise explains that email reputation is measured across many things, not just senderscore. IP Address reputation, domain reputation, authentication and list hygiene are all important factors that affect deliverability.
11 Aug 2023 - Word to the Wise
Expert view
Expert from Spam Resource, John Levine, explains that while Sender Score is one factor, mailbox providers also consider many other elements. They include spam complaints, engagement rates, and authentication. Focusing solely on Sender Score is insufficient for ensuring deliverability.
3 Mar 2024 - Spam Resource
6 technical articles
Sender Score, a reputation rating from 0 to 100, influences whether mailbox providers accept, reject, or filter emails. While not directly mentioned everywhere, factors like sender reputation, avoiding blocklists (like Spamhaus), maintaining a clean email list, and implementing SPF, DKIM, and DMARC for authentication significantly impact deliverability and, consequently, Senderscore. Proper authentication and avoiding blacklists and spam filters increase the chances of emails reaching the inbox. A clean email list reduces bounce rates, improving sender reputation.
Technical article
Documentation from RFC-Editor.org details the specifications for SPF (Sender Policy Framework) records. The record publishes the authorized sending hosts to receiving MTAs.
4 Jun 2022 - RFC-Editor.org
Technical article
Documentation from Spamhaus.org explains that being listed on a blocklist like Spamhaus can severely impact deliverability. Although this doesn't specifically speak to senderscore, these blacklists are taken into account when calculating senderscore. Email from blacklisted servers is often rejected or filtered, leading to a lower senderscore.
19 Jan 2025 - Spamhaus.org
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