What data sources contribute to Sender Score and how reliable is it for deliverability?

Experts and marketers largely agree that Sender Score should be viewed as one of many data points and not the sole determinant of email deliverability. The data contributing to Sender Score primarily comes from cable/phone/network providers, spam filtering companies, and spam trap networks, and it often excludes major freemail providers like Gmail, Microsoft, Apple, and Yahoo. Factors that influence Sender Score include spam complaints, external blacklists, sending volume, and email content quality. While Sender Score can be useful for identifying potential deliverability issues or sudden drops in reputation, its algorithm is opaque, it may not accurately reflect inbox placement across all ISPs, and its influence is declining as mailbox providers increasingly rely on engagement and authentication. Improving overall sender reputation, which in turn can affect Sender Score, involves sending valuable content, segmenting and regularly cleaning email lists, monitoring engagement metrics, and employing proper email authentication. In addition, monitoring receiver-specific reputation via tools like Gmail Postmaster Tools is crucial, as Gmail's view of IP reputation is independent of Sender Score and directly affects Gmail deliverability. A focus on content, link, and domain reputation is important, as IP reputation acts as a minimum threshold for acceptance, but content and domain reputation determine final placement.

Experts and marketers generally agree that Sender Score is just one factor among many influencing email deliverability, and should not be solely relied upon. Data primarily comes from US cable ISPs, some trap providers, and smaller email hosting companies, with limited or no data from major freemail providers like Gmail, Yahoo, or Hotmail. Factors impacting Sender Score include spam complaints, external blacklists, sending volume, and email content quality. Sender Score can be useful for identifying potential deliverability issues, but its algorithm is opaque, and it may not accurately reflect inbox placement across all ISPs. Improving sender reputation, which affects Sender Score, involves consistently sending valuable content, segmenting email lists, regularly cleaning email lists, and monitoring engagement metrics. Other, more important metrics that contribute to deliverability are authentication, engagement, and content.

Experts generally express skepticism about Sender Score's value and reliability for determining email deliverability. While Sender Score uses data from various ISPs and feedback loops, its utility is limited. It's considered just one metric and may not accurately reflect deliverability across all mailbox providers. Its influence is declining as mailbox providers rely more on engagement and authentication. Sender Score should not be the only metric used. Focus should be on content, link, and domain reputation, as well as receiver-specific reputation as seen through tools like Gmail Postmaster Tools. IP reputation is a minimum threshold, not a guarantee of inbox placement.

Documentation indicates that Sender Score aggregates reputation metrics from various sources within Validity's provider network, primarily consisting of cable/phone/network providers, spam filtering companies, and spam trap networks. Major freemail providers like Gmail, Microsoft, Apple, and Yahoo do not directly contribute. Sender reputation, which influences Sender Score, is affected by factors such as spam complaints, bounce rates, engagement metrics, and authentication practices. However, Gmail's own view of IP reputation is independent of Sender Score and directly impacts deliverability to Gmail users.