In the quest to land in the inbox, sender reputation is one of the most influential factors that determines if and where email is delivered. Mailbox providers use sender reputation as a way to judge whether a sender is legitimate and wanted by their mailbox users, or whether they are sending spam and should be blocked from the inbox.
Marketers who are aiming for the inbox use Return Path’s Sender Score to discover and track their sender reputation and learn how their messages appear to mailbox providers. Sender Score uses similar data points and reputation formulas that mailbox providers use to give a nearly accurate representation to how mailbox providers see your email. Similar to a credit score, Sender Score is an evaluation of your reputation as a sender and of the quality of your messages and your email program. Each marketer’s Sender Score is a number between 0 and 100.
There are many different elements that combine to determine your sender score—list hygiene, complaints, and spam traps to name a few. For description of all the variables that go into your Sender Score, read this in-depth overview: All About Your Sender Score.
This report showcases the state of email reputation, analyzing:
- Where all attempted messages are coming from and how much of that is getting delivered
- How the reputation landscape has changed year over year
- How the top mailbox providers are choosing to place messages based on their sender’s reputation