While many marketers might bemoan the effort it takes to reach the inbox, the hurdles put in place by mailbox providers are designed not to block legitimate senders but to keep spammers and harmful content out of their users’ inboxes.
To identify the “good” from the “bad,” mailbox providers judge an incoming sender’s reputation when determining what email to allow or block from their inboxes. 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 marketer’s Sender Score is expressed as a number between 0 and 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 the report below, we will discuss some of the factors that go into both Sender Score and mailbox providers’ reputation calculations. In addition, we’ll take a look at the impact those elements have on how you are evaluated and how that judgment impacts your ability to reach your subscribers.