Summary
Sender Score's inaccuracies arise from several interconnected issues. The tool relies on limited data samples, leading to discrepancies between reported metrics and actual sending activity. Data sources used by Sender Score can be inconsistent, come and go, or be influenced by external factors unrelated to your email practices, such as shared IP space or regional issues. This reliance on third-party data, which may be outdated or incomplete, contributes to the problem. The algorithms used by Sender Score may not capture all factors impacting deliverability, particularly engagement metrics. Volume fluctuations and spam trap misidentifications further skew results. Ultimately, the consensus is that Sender Score should be considered just one data point among many, with a strong focus on factors like authentication, list hygiene, content quality, and monitoring deliverability metrics from various sources.
Key findings
- Limited and Inconsistent Data: Sender Score relies on limited samples of data and uses data sources that can be inconsistent or unreliable.
- External Influences: Sender Score is affected by external factors like shared IP space, regional issues, and temporary network problems.
- Algorithmic Limitations: The algorithms used by Sender Score may not capture all factors impacting deliverability, especially engagement metrics.
- Third-Party Reliance: The reliance on third-party data that might be outdated or incomplete leads to inaccuracies.
- Volume Sensitivity: The metrics are sensitive to volume fluctuations, with even modest increases dramatically impacting the score.
- Spam Trap Issues: False positives with spam traps can negatively affect the score even with sound sending practices.
- Provider Bias: Major email providers use proprietary metrics, making Sender Score less accurate for specific platforms like Microsoft.
Key considerations
- Holistic Assessment: View Sender Score as one data point within a broader deliverability monitoring strategy.
- Focus on Fundamentals: Prioritize authentication (SPF, DKIM, DMARC), list hygiene, and content quality as foundational elements.
- Monitor Multiple Sources: Track engagement metrics and reputation data from multiple sources, including provider-specific tools.
- Address External Issues: Be aware of the impact of shared IP space and address any network issues affecting deliverability.
- Adapt to Regional Variations: Understand that regional differences and specific provider issues can skew Sender Score results.
What email marketers say
14 marketer opinions
Sender Score inaccuracies stem from several factors, including limited data samples, reliance on third-party data sources that may be outdated or conflicting, and a failure to account for engagement metrics. Volume fluctuations, spam trap misidentifications, and delays in data processing also contribute to inconsistencies. Specific issues, such as the inclusion of Laposte.net data for French senders and problems with European RepNet providers, have been noted. Overall, Sender Score should be considered one data point among many when assessing sender reputation, as other factors like authentication, list hygiene, and content quality are crucial for deliverability.
Key opinions
- Limited Data: Sender Score relies on a limited sample of email traffic, which may not accurately represent overall sending practices.
- Third-Party Data Issues: Reliance on third-party data sources can lead to inaccuracies due to outdated or conflicting information.
- Engagement Metrics Ignored: Sender Score doesn't fully account for engagement metrics like opens, clicks, and replies, which are important for assessing sender reputation.
- Volume Sensitivity: Sender Score is sensitive to volume fluctuations, and even small increases can negatively impact the score.
- Spam Trap Misidentification: False positives with spam traps can lead to inaccurate reporting, even if sending practices are sound.
- Data Processing Delays: Delays in data processing can cause fluctuations in Sender Score, as improvements in reputation may not be immediately reflected.
- Regional/Provider Issues: Specific regional or provider-related issues, like the inclusion of Laposte.net data or problems with European RepNet providers, can affect Sender Score.
Key considerations
- Holistic Assessment: Consider Sender Score as one data point among many when assessing sender reputation, rather than relying on it exclusively.
- Focus on Key Factors: Prioritize factors like authentication (SPF, DKIM, DMARC), list hygiene, and content quality, as these are crucial for overall deliverability.
- Monitor Other Metrics: Monitor engagement metrics (opens, clicks, replies) and reputation data from multiple sources to gain a comprehensive understanding of deliverability.
- Account for Regional Differences: Be aware that regional differences and specific provider issues can affect Sender Score, and tailor strategies accordingly.
- Implement Best Practices: Implement email marketing best practices to minimize the risk of spam trap hits and improve overall sender reputation.
- Address Volume Spikes: Carefully monitor sending volume and address any unexpected spikes, as these can negatively affect Sender Score.
Marketer view
Email marketer from Quora user responds that Sender Score's results don't always align with actual deliverability because it's just one factor among many. Others, such as authentication, list hygiene, and content, heavily influence whether emails reach the inbox.
10 May 2025 - Quora
Marketer view
Marketer from Email Geeks shares that there have been recent changes in data sources and some wonkiness with Sender Score. They are planning a rehaul of it soon, and generally suggests not worrying too much about it. A European RepNet provider was also fixed then turned off due to odd numbers, causing volume fluctuations.
3 Dec 2021 - Email Geeks
What the experts say
2 expert opinions
Experts agree that Sender Score inaccuracies arise because it relies on limited data sets and algorithms, failing to capture all the factors affecting email deliverability. Additionally, the way Sender Score collects and processes data, along with external influences like shared IP space and network issues, can lead to misleading reports.
Key opinions
- Limited Data: Sender Score's data is a small sample of overall email volume, leading to inconsistencies.
- Flawed Algorithms: The algorithms used by Sender Score may not capture all factors impacting deliverability.
- Data Collection Issues: The way Sender Score collects and processes data can result in misleading reports.
- External Influences: Factors unrelated to sending practices, such as shared IP space and network issues, can influence Sender Score.
Key considerations
- Multiple Data Points: Do not rely solely on Sender Score; consider multiple data points to assess deliverability.
- Monitor IP Space: Be aware of the impact of shared IP space on Sender Score.
- Address Network Issues: Monitor and address network issues that may affect Sender Score reports.
- Consider Broader Factors: Recognize that Sender Score is just one factor among many that influence email deliverability.
Expert view
Expert from Word to the Wise responds that Sender Score reports can be misleading due to the way they collect and process data. This is because Sender Score relies on data that is given to them and also may be influenced by factors unrelated to your sending practices, such as shared IP space or temporary network issues.
21 Mar 2024 - Word to the Wise
Expert view
Expert from Spam Resource explains that Sender Score might show inconsistencies because it relies on limited data sets and algorithms that may not capture all factors impacting deliverability. The data is a small sample of overall email volume.
23 Sep 2022 - Spam Resource
What the documentation says
4 technical articles
Documentation suggests Sender Score inaccuracies stem from aggregating conflicting or incomplete data from multiple sources. Its focus on IP reputation neglects domain reputation and content quality. Furthermore, variations in spam filters across ISPs and the use of proprietary metrics by providers like Microsoft contribute to discrepancies. Therefore, Sender Score should not be the sole metric for assessing email deliverability.
Key findings
- Data Aggregation Issues: Sender Score aggregates data from multiple sources, leading to discrepancies when data is conflicting or incomplete.
- Overemphasis on IP Reputation: The focus on IP address reputation neglects domain reputation and content quality, which are also significant for deliverability.
- Varying Spam Filters: Different ISPs use different spam filters, causing discrepancies between Sender Score and actual inbox placement.
- Proprietary Metrics: Major email providers like Microsoft use their own proprietary metrics and algorithms, rendering Sender Score less accurate for their services.
Key considerations
- Comprehensive Assessment: Avoid relying solely on Sender Score for assessing email reputation; consider a broader range of metrics.
- Optimize Domain and Content: Focus on improving domain reputation and content quality, as these factors are critical for deliverability.
- Understand ISP Variations: Recognize that different ISPs have different filtering criteria, and tailor email strategies accordingly.
- Consider Provider-Specific Metrics: Where possible, use provider-specific metrics (e.g., Microsoft's SNDS) to gain a more accurate understanding of reputation.
Technical article
Documentation from Microsoft states that Sender Score's data may not accurately reflect your reputation with Microsoft's email services. Microsoft uses its own proprietary filtering algorithms and reputation metrics, so Sender Score should not be the only metric.
1 Mar 2022 - Microsoft
Technical article
Documentation from Cisco explains that Sender Score's focus on IP address reputation alone can lead to inaccuracies. Domain reputation and content quality also play a significant role in deliverability.
23 Apr 2022 - Cisco
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