Sender Reputation

Sender reputation is the credibility score mailbox providers implicitly assign to your sending domain and infrastructure based on historical behavior. It is influenced by complaint rates, bounce rates, spam trap hits, engagement signals, authentication quality, and sending consistency. Strong reputation increases the chance of inbox placement, while poor reputation pushes messages to spam or blocks delivery entirely. Reputation management requires disciplined practices: permission-based acquisition, gradual volume ramp-up, segmentation, and fast suppression of risky contacts. Campaign-level tactics alone cannot fix systemic reputation damage if list quality is weak. Teams should monitor deliverability diagnostics continuously and treat reputation as a long-term asset. Stable sender reputation is foundational for predictable lifecycle revenue and retention communications.