Summary
A sudden drop in domain reputation can be caused by a multitude of factors spanning sending volume, list hygiene, technical configurations, security issues, and content-related triggers. These include unexpected spikes in email volume, inadequate targeting, increases in spam complaints and bounce rates, blacklisting, authentication issues (SPF, DKIM, DMARC), compromised accounts, changes in email content, unengaged subscribers, sudden IP address changes and sending the domain being used elsewhere. Investigating rDNS issues and recent changes to email practices is also crucial. Comprehensive review of sending practices, infrastructure, and email content is necessary to identify and address the root cause.
Key findings
- Volume Spikes: Unexpected or sudden spikes in email volume can negatively impact domain reputation.
- Targeting Issues: Inadequate targeting and low engagement rates contribute to reputation drops.
- Spam Complaints: Increased spam complaints are a direct cause of reduced domain reputation.
- Bounce Rates: High bounce rates due to invalid email addresses damage sender reputation.
- Blacklisting: Being blacklisted can severely affect email deliverability and reputation.
- Authentication Problems: Issues with SPF, DKIM, and DMARC configurations can negatively impact sender authentication and reputation.
- Compromised Accounts: Compromised accounts sending spam can lead to significant drops in domain reputation.
- Content Triggers: Changes in email content or the use of specific keywords can trigger spam filters and lower reputation.
- Poor List Hygiene: Sending to inactive or unengaged subscribers negatively affects sender reputation.
- IP Changes: Sudden changes in sending IP address can cause reputation issues.
- Domain Misuse: The domain being used for unintended or unauthorized purposes can damage reputation.
- rDNS Issues: Issues with the reverse DNS (rDNS) configuration can contribute to reputation decline.
Key considerations
- Analyze Sending Volume: Review and control email sending volume to avoid sudden spikes.
- Improve Targeting: Refine targeting criteria to ensure emails are sent to engaged and interested recipients.
- Monitor Spam Complaints: Actively monitor feedback loops and address issues causing recipients to mark emails as spam.
- Clean Email Lists: Regularly audit and clean email lists to remove invalid or unengaged subscribers.
- Check Blacklists: Use tools to check if the domain is blacklisted and take steps to remove it.
- Verify Authentication: Ensure SPF, DKIM, and DMARC records are correctly configured and validated.
- Secure Accounts: Implement security measures to prevent unauthorized access and compromised accounts.
- Review Content: Assess email content for elements that might trigger spam filters.
- Monitor IP Reputation: Monitor the reputation of the sending IP address and take steps to improve it if necessary.
- Audit Domain Usage: Investigate how the domain is being used and ensure it aligns with intended purposes.
- Review rDNS Records: Check the rDNS records and ensure they are configured correctly.
- Review Recent Changes: Review recent changes in sending practices and email strategies.
What email marketers say
12 marketer opinions
A sudden drop in domain reputation can stem from various factors related to email sending practices, list hygiene, and technical configurations. These include unexpected changes in email volume, inadequate targeting, increased bounce rates, spam complaints, blacklisting, and issues with SPF, DKIM, or DMARC records. Content changes, sending IP changes, and poor list hygiene (sending to unengaged users) are also contributing factors. Diagnosing and addressing the cause requires a comprehensive review of recent email activities and configurations.
Key opinions
- Volume Changes: Unexpected volume spikes can trigger reputation drops.
- Engagement Issues: Low engagement or inadequate targeting criteria contribute to reputation decline.
- Bounce Rates: High bounce rates due to invalid addresses impact reputation.
- Spam Complaints: Increased spam complaints directly lower sender reputation.
- Blacklisting: Domain blacklisting severely damages email deliverability.
- Authentication Issues: Incorrect SPF, DKIM, or DMARC configurations harm reputation.
- Content Triggers: Certain content can trigger spam filters, lowering reputation.
- List Hygiene: Sending to unengaged users negatively impacts reputation.
- IP Changes: Changes in sending IP address can cause reputation issues.
Key considerations
- Investigate Volume: Check for sudden, unplanned increases in email sending volume.
- Refine Targeting: Ensure targeting criteria are effective and reach engaged recipients.
- Validate Email Lists: Regularly clean email lists to remove invalid or inactive addresses.
- Monitor Feedback Loops: Actively monitor feedback loops for spam complaints and address issues promptly.
- Check Blacklists: Use tools to check if the domain is on any blacklists.
- Verify Authentication: Ensure SPF, DKIM, and DMARC records are correctly configured.
- Review Email Content: Assess email content for elements that might trigger spam filters.
- Track IP Reputation: Monitor the reputation of the sending IP address.
- Review Recent Changes: Carefully review changes that may have happened that could have impacted reputation.
Marketer view
Email marketer from SenderPulse Blog suggests that a sudden drop in sender reputation could be due to an increase in spam complaints, a sudden surge in email volume, or changes in recipient engagement.
13 Oct 2021 - SenderPulse Blog
Marketer view
Email marketer from StackExchange suggests checking for any recent changes to SPF, DKIM, or DMARC records, as incorrect configurations can negatively impact sender reputation.
21 Apr 2024 - StackExchange
What the experts say
4 expert opinions
Experts suggest that a sudden drop in domain reputation could be due to the domain being used for unintended purposes, security breaches leading to unauthorized sending, or changes in sending practices that cause increased spam complaints. Investigation into potential rDNS issues, unauthorized access, and recent alterations in email content, frequency, or targeting is crucial.
Key opinions
- Domain Misuse: The domain may be used elsewhere for unintended or malicious purposes.
- rDNS Issues: Problems with reverse DNS (rDNS) configuration may contribute to reputation decline.
- Compromised Account: A compromised account can send spam, damaging domain reputation.
- Increased Complaints: A sudden increase in spam complaints leads to reputation drops.
Key considerations
- Investigate Domain Usage: Check if the domain is being used for any unintended or unauthorized purposes.
- Review rDNS Configuration: Ensure the rDNS record is properly configured and resolves correctly.
- Secure Sending Infrastructure: Check for unauthorized access and secure your sending infrastructure to prevent spam from being sent through compromised accounts.
- Analyze Recent Changes: Investigate recent changes in email content, sending frequency, or targeting strategies that could lead to more spam complaints.
Expert view
Expert from Spam Resource explains that a sudden drop in reputation could be caused by a compromised account, leading to a surge in spam being sent from your domain. It's important to check for any unauthorized access and secure your sending infrastructure.
31 Oct 2023 - Spam Resource
Expert view
Expert from Email Geeks asks if the domain being used elsewhere could be a cause.
24 Aug 2022 - Email Geeks
What the documentation says
3 technical articles
Documentation from Google, Microsoft, and SparkPost indicates that sudden drops in domain reputation are often caused by significant increases in spam complaints, sending unwanted mail, high bounce rates, compromised accounts sending spam, a sudden increase in invalid email addresses, or overall changes in sending practices that affect the quality of the sending infrastructure.
Key findings
- Spam Complaints: Significant increases in spam complaints can cause reputation drops.
- Unwanted Mail: Sending unwanted or unsolicited mail negatively impacts reputation.
- Bounce Rates: High bounce rates are a factor affecting sender reputation.
- Compromised Accounts: Compromised accounts sending spam severely damage domain reputation.
- Invalid Addresses: A sudden surge in invalid email addresses on your list leads to reputation decrease.
- Infrastructure Quality: The quality and stability of the sending infrastructure are vital for maintaining a good reputation.
Key considerations
- Monitor Complaints: Closely monitor spam complaint rates and identify causes for increases.
- Review Sending Practices: Evaluate sending practices for compliance with best practices and recipient preferences.
- Maintain List Hygiene: Regularly clean and validate email lists to remove invalid addresses.
- Secure Accounts: Implement security measures to prevent unauthorized access and compromised accounts.
- Check Infrastructure: Ensure the sending infrastructure is properly configured and maintained to ensure deliverability.
Technical article
Documentation from SparkPost explains that a sudden reputation drop can be caused by a compromised account sending spam, or a sudden increase in invalid email addresses on your list.
30 Jun 2021 - SparkPost Documentation
Technical article
Documentation from Microsoft Docs explains that factors affecting sender reputation include complaint rates, bounce rates, and the quality of the sending infrastructure. Significant changes in any of these areas can negatively impact reputation.
16 Feb 2025 - Microsoft Docs
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