A mailbox provider’s main goal is to deliver the messages their users want while keeping unwanted and potentially damaging content from their users’ inboxes. To do this, mailbox providers use a sender’s reputation to judge whether mail from that sender is legitimate and wanted by their users. A sender’s reputation is calculated using a variety of metrics, and each mailbox provider has their own formula to judge whether or not to accept incoming mail and where to filter it.
Marketers who are aiming for the inbox use Return Path’s Sender Score to discover and track their sender reputation and learn how mailbox providers perceive their messages. Similar to a credit score, Sender Score is an evaluation of your sending practices compared to other senders to determine the quality of your messages and your email program. A marketers sender score is rated from 0 to 100. Sender Score uses data points and reputation formulas similar to what mailbox providers use to give a relatively accurate representation of how mailbox providers view your email.
In this report, we will show the impact of reputation and Sender Score on email performance, including:
- The average delivered rate
- The impact of complaints, spam traps, and unknown users
- The average inbox placement rate at Microsoft, AOL, Gmail, and Yahoo
- The average Sender Score and inbox placement rate by industry