How To Improve Email Reputation And 20 Proven Factors That Affect Email Marketing Campaigns

Have you ever imagined how your emails go to the spam folder and others land in your inbox? Some email accounts organize everything to receive emails automatically.

There’s plenty happening behind the scenes, which decides your email reputation and makes it fall under the spam folder as per your system.

Email sender reputation plays a vital role in deciding which mail should land into your inbox, marked as spam, what gets deleted, and what gets rejected. We will take you through sender reputation during this article and what this suggests for your email marketing.

It is pointless collecting different email addresses if you can’t contact them effectively due to not having the net service provider’s trust to deliver the email to its correct recipient.

What is the Email Sender Reputation?

Email Sender Reputation is a score that is allotted by an ISP (internet service provider). They assign this to an organization that sends emails – to domains and IP addresses.

Various things impact the scores, and therefore this score determines whether it will hit your target recipients. If you have a bad reputation email, it will end up in the spam folder or automatically deleted.

The reputation allotted varies between ISPs. A lot of points that decide what counts as spam for the ISP. Your reputation will change when the ISP finds anything faulty with your campaigns.

It’s not only one factor rather a combination of IP reputation, Domain reputation, and Content reputation.

IP Reputation

ISP first introduced IP reputation. It is still used as a base for deciding your email reputation as a sender. It helps to observe suspicious behavior like spam and viruses.

The main drawback of IP reputation is that most entrepreneurs, particularly ones who begin their businesses, use shared IPs. It is the best deal for these entrepreneurs, but it will lead to a campaign’s failure.

Domain Reputation

IP reputation isn’t enough to see the standard of a sender. Your email reputation score is found by the in-depth systematic analysis of domain reputation that permits creating the decision a lot of accurate.

ISP keeps a look at your domain and decides whether or not it’s trustworthy. In fact, it includes several reputation scores, and the ISP decides what to use for consideration and ranges your domain reputation. The positive side of a domain reputation is that it permits you to change IP and still get a satisfactory score.

Content Reputation

Content reputation look at the copy of the email newsletter and figures out whether the information is sent to the contacts is effective, not spam, and non-offensive. You can get quality content by setting criteria.

If the email includes malware or the sender asks for account details, the ISP marks it as spam. Moreover, if the open and click-through rates are becoming low, then the content reputation will decrease. Content reputation uses various aspects to get the score.

Know how can Email Reputation get ruins

It’s not that easy to earn a good email reputation and run it successfully. If you stop monitoring the situation, it can lead to a disaster, and you might not know when something is wrong till you get a bad CTR and less ROI.

You always have to look at the Email Deliverability Rate to prevent any uneven incident. Now let’s look at the signs that one gets when something is wrong;

  • High soft bounce rate
  • High SPAM complaints rate
  • Low deliverability rate

If your email is often blocked, flagged, or rejected, it will make a bad email reputation.

20 issues that affect your email reputation

  • Use of untrusted ESP
  • Use of untrusted shared IP
  • Use of free addresses
  • A high number of spam trap hits
  • Sending a newsletter to unknown email addresses
  • Sending to catch-all email addresses
  • Being caught in a spam trap
  • Being caught on the blacklist
  • Use of spam subject lines
  • Use of misleading subject lines
  • Use of spam information
  • Use of abuse words
  • Putting spam trigger words in the content
  • Use content that fishing personal information, bank account details, and other things that conflict with the privacy policy
  • Emailing too often
  • Growing subscription list quickly
  • Purchasing email addresses
  • Low engagement
  • Low open rate
  • Low CTR

How you can repair a bad email reputation and turn it into a trusted email

Step 1

Firstly, try to find out the main cause of why it happened in the first place, and email reputation isn’t any exception. Therefore, begin by analyzing all the metrics and campaign reports to look for possible problems. Your main responsibility is to search out patterns and irregularities.

Step 2

Start analyzing complaints and work on those. Never leave any complaints as it will hamper your email reputation, and people will lose trust in you.

Step 3

Start cleaning your subscription list as sending emails to unsubscribed contacts can damage your email reputation. Look for an inactive, error email address or those who say your newsletter is spam.

Step 4

Make a regular lookup for the blacklist with your IP. It will tell you whether you are blacklisted or not, and then it will be easy for you to take corrective measures for your email reputation.

Step 5

Using a shared IP will bring a bad impression. Get an email automation platform which is you can trust for your marketing campaigns.


It would help if you currently had a higher understanding of what the sender’s reputation is regarding and what influences it.

Don’t stop here – explore our other blogs from our Optimite website as we totally deal with emails and make them better.

Start taking steps to build a better email newsletter and follow the best practices to level up your email reputation.

At Optimite, we know that building a strong company doesn’t happen overnight. We’re here to be your support along the way, offering our products and services to help you on your journey.

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