Summary
Mailbox providers measure domain reputation holistically using diverse factors. Alignment with SPF/DKIM, presence on blocklists, URL content, authentication, spam complaints, bounce rates, engagement, sending volume consistency, domain age, and list hygiene are all considered. Google assesses sender reputation on a tiered system; Microsoft focuses on IP reputation. No single metric defines domain reputation; it varies by ISP. Proper sender authentication, proactive blocklist monitoring, good list hygiene, consistent volume, and relevant content are crucial for maintaining a positive reputation.
Key findings
- SPF/DKIM Alignment: Domain reputation is influenced by SPF and DKIM, especially when aligned with the From header and linked domains.
- No Single Key: Domain reputation is not tied solely to the From header and varies in measurement across ISPs.
- Content and Stream: Content reputation (URLs) and mail stream (authentication) contribute to overall domain reputation.
- Google Tiering: Google uses a 'bad' to 'high' scale to rank sender reputation, impacting deliverability.
- Microsoft IP Focus: Microsoft monitors IP reputation, using spam complaints and authentication to limit sending.
- SparkPost Factors: SparkPost identifies email volume, complaints, authentication, and engagement metrics.
- Blocklist Impact: Appearing on blocklists negatively affects domain reputation and deliverability.
- Authentication Importance: Properly configured SPF, DKIM, and DMARC are vital for establishing domain legitimacy.
- Holistic Assessment: Sender reputation includes infrastructure, list hygiene, sending practices, and content.
- Domain Age Influence: Older domains with histories of good sending have an advantage in reputation.
- Engagement Matters: Opens and clicks improve domain reputation, signalling desired mail.
- Bounce Rate Signal: High bounce rates indicate list hygiene issues, negatively affecting reputation.
- Complaints Hurt: High spam complaint rates rapidly damage reputation and deliverability.
Key considerations
- Implement Authentication: Implement SPF, DKIM, and DMARC to prove sending authorization.
- Monitor Blocklists: Actively monitor blocklists to avoid being listed.
- Clean List Regularly: Maintain good list hygiene to minimize bounces and complaints.
- Consistent Volume: Maintain consistent sending volume; avoid sudden spikes.
- Content Quality: Ensure content is relevant, avoiding spam triggers.
- Monitor Engagement: Track opens and clicks to ensure recipients are engaged.
- IP Warming: Gradually warm up new IPs/domains to establish reputation slowly.
- Infrastructure: Take into account infrastructure setups and best practices when sending email
What email marketers say
9 marketer opinions
Mailbox providers measure domain reputation using multiple factors. These include domain age, bounce rates, spam complaints, sending volume consistency, email list hygiene, engagement metrics (opens/clicks), sender authentication, and blocklist status. DKIM signing also helps build sender reputation.
Key opinions
- Multiple Data Points: Sender reputation relies on various data points, including domain reputation.
- Bounce Rates: High bounce rates, especially hard bounces, negatively impact sender reputation, indicating poor list hygiene.
- Sending Volume: Consistent sending volume is crucial; sudden spikes or drops can raise red flags.
- Spam Complaints: High spam complaint rates severely damage domain reputation and deliverability.
- List Hygiene: Maintaining a clean email list by removing inactive subscribers reduces bounce rates and spam complaints.
- Domain Age: Older domains with a history of legitimate sending generally have better reputations.
- Engagement Metrics: Positive engagement metrics, like opens and clicks, improve domain reputation.
- Blocklist Monitoring: Actively monitoring and avoiding blocklists is essential for maintaining deliverability.
- IP Warming: Gradually increasing sending volume (IP warming) helps build a positive reputation.
Key considerations
- DKIM Signing: Implement DKIM signing using the 5322.From domain to build an independent sending reputation.
- List Management: Regularly clean your email list to remove inactive or problematic addresses.
- Volume Consistency: Maintain a consistent sending volume to avoid triggering spam filters.
- Monitor Feedback Loops: Monitor feedback loops and promptly address spam complaints.
- Domain Reputation Tools: Use tools to monitor your domain's reputation and blocklist status proactively.
Marketer view
Email marketer from Neil Patel explains that spam complaints are a critical factor in determining domain reputation. High spam complaint rates can quickly damage your reputation and lead to deliverability issues.
5 Dec 2024 - Neil Patel
Marketer view
Email marketer from Sendinblue shares that consistent sending volume is important for maintaining a good domain reputation. Sudden spikes or drops in email volume can be a red flag for mailbox providers.
29 Jan 2024 - Sendinblue
What the experts say
6 expert opinions
Domain reputation is a multifaceted metric used by mailbox providers to assess sender trustworthiness and filter email. It's influenced by factors like SPF/DKIM alignment, URL content, and mail stream authentication, and is not simply keyed to the From header. Reputation is measured differently by each ISP. Key negative impacts stem from appearing on blocklists, while positive impacts derive from correctly configured sender authentication (SPF, DKIM, DMARC), good list hygiene, consistent sending practices, and relevant content. It's crucial to consider infrastructure when sending emails and keep your list healthy and up to date.
Key opinions
- SPF/DKIM Alignment: Domain reputation is influenced by SPF/DKIM domains, especially if they align with the From header and domains in links/images.
- Not Keyed to From: Domain reputation is not simply keyed to the From header, and its measurement varies by ISP.
- Content and Mail Stream: Domain reputation encompasses content reputation (URLs) and mail stream reputation (sender's ability to send wanted mail), with mail stream reputation heavily weighted on authentication.
- Blocklist Impact: Appearing on blocklists negatively impacts domain reputation.
- Authentication: Properly configured sender authentication (SPF, DKIM, DMARC) is crucial for maintaining domain reputation.
- Holistic View: Sender reputation encompasses infrastructure, list hygiene, sending practices, and content.
Key considerations
- Authenticate Email: Ensure proper sender authentication (SPF, DKIM, DMARC) to prove your identity and legitimacy.
- Monitor Blocklists: Regularly check and avoid appearing on blocklists.
- Maintain List Hygiene: Practice good list hygiene to avoid spam complaints and bounces.
- Infrastructure: Consider infrastructure setups and best practices when sending email.
- Content: Craft email content that is relevant to the recipient and avoids spam triggers
Expert view
Expert from Email Geeks clarifies that Google Postmaster is a reporting interface and that domain reputation isn't keyed on the From header in general. Also, domain reputation is not a single value but measured in different ways depending on the ISP.
29 Feb 2024 - Email Geeks
Expert view
Expert from Email Geeks explains that domain reputation is used against many things like SPF or DKIM domains, especially if they align with the From: header and domains in links/images.
10 Jun 2024 - Email Geeks
What the documentation says
4 technical articles
Mailbox providers assess domain reputation using various factors to determine the quality and trustworthiness of email senders. Google uses a tiered system (bad, low, medium, high) for sender reputation, influencing deliverability. Microsoft focuses on IP reputation, detecting suspicious email sources based on spam complaints and authentication. SparkPost highlights email volume, spam complaints, authentication (SPF, DKIM, DMARC), and engagement metrics. AWS emphasizes proper sender authentication methods to improve domain reputation.
Key findings
- Google's Reputation Tiers: Google assesses sender reputation on a scale from 'bad' to 'high', directly affecting deliverability.
- Microsoft's IP Focus: Microsoft uses IP reputation to identify suspicious email sources, limiting their sending volume based on spam complaints and authentication.
- SparkPost's Multifaceted Approach: SparkPost highlights email volume, spam complaints, sender authentication (SPF, DKIM, DMARC), and engagement metrics (opens, clicks) as key factors.
- AWS Authentication Emphasis: AWS stresses the importance of properly configured SPF, DKIM, and DMARC for improved domain reputation.
Key considerations
- Authentication Implementation: Implement SPF, DKIM, and DMARC correctly to prove sender authorization and improve reputation.
- Engagement Monitoring: Monitor engagement metrics (opens, clicks) to ensure subscribers are interacting positively with your emails.
- Spam Complaint Management: Actively manage spam complaints to prevent damage to your sender reputation.
- Volume Control: Manage email sending volume to avoid triggering spam filters or exceeding sending limits.
Technical article
Documentation from SparkPost Documentation explains that mailbox providers look at a variety of factors to determine domain reputation. These factors include email volume, spam complaints, sender authentication (SPF, DKIM, DMARC), and engagement metrics (opens, clicks).
6 Oct 2021 - SparkPost Documentation
Technical article
Documentation from AWS details that using properly configured sender authentication methods like SPF, DKIM, and DMARC helps improve domain reputation by proving that you are authorized to send email on behalf of your domain.
6 Nov 2024 - AWS Documentation
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