Factors That Determine Reputation And Deliverability



  •  77% of delivery problems are because of sender reputation.
  • 23% of delivery problems are due to content  

SOURCE: fulcrumtech

Sender reputation

The following are the main areas of an email-marketing program that affect sender reputation:

1.     FACTOR: Email Bounce Rate

  • Sending an email to an address that’s unknown or doesn’t exist causes a bounce. 
  • Bounce rates can vary dramatically, but with a well-managed list, you can minimize them.
  • You should be able to keep the rate low

2.     FACTOR:  Spam Complaint Rate

  • Getting marked as spam by recipients is worse for your email reputation than people simply unsubscribing. 
  • Your spam complaint rate is yet another measure of whether you’re sending relevant emails to people who are expecting it.
  • With a spam button, the ISPs are getting a direct message that your email is not wanted. Too many of these and your reputation will suffer. 

3.     FACTOR: Unsubscribe Performance

  • Your unsubscribe performance is an important indicator of your best email practices. 
  • If you send relevant content to subscribers who are expecting emails from you, your unsubscribe rate should be low. 
  • Generally, a high unsubscribe rate will contribute to a poor reputation score.

4.     FACTOR: Blacklist Status

  • It is important to regularly check to see if your domain or IP address is included in blacklist databases or not.
  • If  suddenly, large amounts of your emails are not getting opened there is a great chance to be blacklisted 
  • If you’re on a blacklist it’s likely you have been viewed as a repeat offender by ISPs. 
  • This would result in your emails being blocked or directed to the spam/bulk mail folders of your recipients. 


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