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How does senderscore impact email deliverability and how is it calculated?

Summary

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.

Key findings

  • Calculation: Sender Score is calculated daily by Validity using data from various sources, including spam traps and partner networks, without direct input from the sender.
  • Key Factors: Spam complaints, bounce rates, email authentication (SPF, DKIM, DMARC), and blocklist status significantly impact Sender Score.
  • Gmail vs. ISPs: Sender Score is less relevant for Gmail, which uses its own internal reputation system. It may have a greater impact on deliverability to other ISPs like Comcast.
  • Multiple Factors: Deliverability is influenced by numerous factors beyond Sender Score, including engagement rates, IP and domain reputation, and list hygiene.
  • Score Interpretation: Scores above 80 are considered good, while scores below 70 indicate significant deliverability issues requiring attention.
  • Authentication Importance: Properly configuring SPF, DKIM, and DMARC records is critical for email authentication and improving deliverability.

Key considerations

  • Holistic Approach: Adopt a holistic approach to email deliverability, considering all factors impacting sender reputation, not just Sender Score.
  • Engagement Monitoring: Actively monitor engagement metrics (opens, clicks, complaints) and adjust strategies accordingly to improve sender reputation.
  • Proactive List Maintenance: Maintain a clean and engaged email list to reduce bounce rates and improve deliverability.
  • Reputation Management: Implement a comprehensive email reputation management strategy that addresses all aspects of sending practices.
  • Secondary Metric: Treat Sender Score as a secondary metric and focus primarily on overall campaign performance and audience engagement.

What email marketers say

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.

Key opinions

  • Calculation: Sender Score is calculated by Validity using data from sensory traps and partner networks.
  • Factors: Sender Score is influenced by spam complaints, bounce rates, email authentication, and blacklists.
  • Gmail Relevance: Sender Score is less relevant for Gmail, which uses its internal reputation system.
  • ISPs: Sender Score may impact deliverability to ISPs like Comcast.
  • Score Ranges: Scores above 80 are generally good, while scores below 70 indicate significant deliverability problems.
  • Authentication: Authentication by SPF, DKIM, and DMARC impacts your score.

Key considerations

  • Engagement: Monitor engagement metrics (opens, clicks) as they influence sender reputation.
  • Campaign Performance: Focus on overall campaign performance, not solely on Sender Score.
  • List Hygiene: Maintain a clean email list to reduce bounce rates and improve sender reputation.
  • Monitoring: Regularly monitor sender reputation and address potential issues proactively.
  • Secondary Metric: Use senderscore as a secondary metric, while main focus should be on campaign performance.

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

What the experts say

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.

Key opinions

  • Multiple Factors: Mailbox providers consider factors beyond Sender Score, including engagement, complaints and authentication.
  • Not the Sole Determinant: Sender Score affects deliverability, but is not the only influencing factor.
  • Reputation is Complex: Email reputation is measured across IP address, domain, authentication, and list hygiene, not just Sender Score.
  • First Hurdle: SenderScore is typically one of the first hurdles to overcome

Key considerations

  • Holistic Approach: Take a holistic approach to email deliverability, considering all reputation factors.
  • Beyond the Score: Focus on improving engagement, authentication, and list hygiene in addition to monitoring Sender Score.
  • Reputation Management: Implement robust email reputation management strategies that encompass various aspects of sending practices.

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

What the documentation says

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.

Key findings

  • Sender Score Range: Sender Score ranges from 0 to 100, indicating email server reputation.
  • Blocklist Impact: Being on a blocklist like Spamhaus negatively impacts deliverability and Senderscore.
  • List Hygiene: Maintaining a clean email list is crucial for improving sender reputation and deliverability.
  • Authentication: SPF, DKIM, and DMARC are essential for email authentication and improving deliverability.
  • Spam filter avoidance: Avoiding spam filters depends on reducing complaints and ensuring authentication.

Key considerations

  • Proactive Monitoring: Regularly monitor and maintain sender reputation to prevent deliverability issues.
  • Technical Setup: Properly configure SPF, DKIM, and DMARC records to authenticate emails.
  • Continuous Improvement: Continuously refine email sending practices based on performance metrics and feedback loops.
  • Blacklist Avoidance: Implement measures to prevent being listed on blocklists like Spamhaus.

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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