Sender reputation is basically the reputation of your IP address through which you send emails. Many factors are responsible for building your email sender reputation including content quality, engagement of the recipients with your content, or contacts quality.

The marketing industry is well aware of the fact that email marketing is one of the most effective ways to reach the targeted audience. People of today are tech-savvy and more innovative, with little time to wait for the information they need.

Around 4.26 billion email users are there in the world hinting towards the heavy potential in the contemporary market. Having said that, email marketing does not impart the best return on investment unless you deliver the message to the mailbox.

Along with designing a beautiful email campaign, your email sender reputation is equally a must for the deliverability of your email content. Email sender reputation is assigned by an Internet Service Provider to an entity that sends emails.

It is one of the most important components for your email deliverability. The score determines where your email is going to place. If the score will be higher, your emails will land in the inbox of the users, on the other hand, a poor sender reputation may send the emails to the spam folders.

No matter how hard you work on your email campaign process, if they are not going before the eyes of the recipients e.g., inbox, they are of no use. The reason behind this is that most users delete the emails in the spam folder even without opening them.

Here, we shall discuss everything you need to know about email sender reputation in detail.

Table of Contents

  1. What is the email sender reputation?
  2. How do ESPs assess the sender reputation?
  3. How to protect your sender reputation?
  4. Why does the sender score important?
  5. How to boost your sender reputation?
    • Implement an opt-in policy for marketing emails
    • Keep your email list updated
    • Write engaging email copy
    • Warm up your IPs
  6. Conclusion

What Is Email Sender Reputation?

Email sender reputation, also known as sender score, is the measure of reliability as a sender. This reputation is measured by the ESP and determines the destination of your emails in terms of landing in the mailbox, or junk folder.

email sender reputation | Mumara

Sender reputation is basically the reputation of your IP address through which you send emails. Many factors are responsible for building your email sender reputation including content quality, engagement of the recipients with your content, or contacts quality.

Email service providers such as Gmail keep a check on your IP address to make sure that the emails should not land in the mailbox if coming from a poor sender reputation IP address. Some marketers do not pay much attention to the IP score, and when they see a low return on investment, they take email marketing as a negative way of marketing.

In order to take full advantage of your email marketing efforts, you need to master this system. We promise you won’t get the results if you go with the poor sender score.

How Do ESPs Assess the Sender Reputation?

ESPs use certain algorithms with some predefined conditions that monitor the risk potential of every IP address that tries to deliver a message to their network. These algorithms check certain factors to evaluate the sender reputation, such as contact quality to whom the emails are being sent by the IP addresses.

These programs check the engagement level with the messages you previously sent with that IP address i.e., open and click-through rate, complaints, or unsubscribe rate. It is obvious that if you are sending emails to users and they complaints or unsubscribe from your email list, it means that you are not sending the relevant content.

Also, if the quality of the content is poor, users will stop engaging with your emails resulting in low open and click-through rates. This is just the tip of the iceberg, there are many other things that an ESP checks to allow you to land in the mailbox.

We suggest you use Mumara because we have strict anti-spam policies to monitor the sender score of your email and limit deliverability issues.

How to Protect Your Sender Reputation?

To keep your sending reputation score high, you need to follow some tested practices. First of all, you need to keep your email list healthy, and maintained. Never send your email campaigns to the complaints, or bounced emails. A high bounce rate affects negatively your sender reputation.

How to Protect Your Sender Reputation?

Mumara provides you with real-time results of your email campaigns including open rate, email bounces, complaints, etc. Also, send your emails to the doubly opted-in or confirmed email addresses. Email list subscribers with the confirmed status are the ones who really want to hear from you.

Do not send your emails to the purchased lists because those users do not know about your brand. There is a huge possibility that those users will report your email as spam, or unsubscribe from the email list. Further, write your email content with extra care to make it clickable and interesting.

The more engagement you get, the more you improve your sender reputation. In this regard, the email subject line, and preheader play a vital role that grabs the attention instantly as soon as recipients find it. Never send too many emails in the first go.

Rather, implement an IP warm-up plan. In a nutshell, you have to take some extra care of these things to make it helpful for you for the success of your email campaign.

Why Does the Sender Score Important?

ESPs like Yahoo, Gmail, and others deliver messages to the mailbox of the users to initiate the communication process. At the same time, they do not let irrelevant content land in the mailbox. That is the reason they have developed their spam filters so sophisticated to influence the email deliverability process.

Email Service Providers suppress the cybercriminals who hide under some renowned brands’ names. In this way, the ESPs are highly responsible to save you from fraud attacks. Based on your sender reputation, the success of your email campaign is measured. If you are getting more open and click-through rates, it means that your sender reputation will be higher.

On the other hand, if your email is not getting enough engagement, the sender’s reputation will go lower automatically.

How to Boost Your Sender Reputation?

After getting enough information about the sender reputation, now is the time to discuss various ways to boost your sender’s reputation.

Read them one by one:

Implement an Opt-in Policy for Marketing Emails

It is best to implement the double opt-in policy for your new subscribers. The subscribers who subscribe with a double opt-in process will be the most loyal users in your email list. This process will eliminate fake users automatically.

opt-in policy for emails | Mumara

In the double opt-in process, they will have to sign up for your email list by logging in to their email and clicking the subscription link. Sending email campaigns to the opted-in subscribers will give you a higher return on investment because more people will show engagement with your content.

Keep Your Email List Updated

Keep your email list updated to avoid any issues with your email deliverability. Therefore, check your email list regularly, and remove inactive, and invalid email addresses. Further, remove the users who were added through the purchased email lists.

Sometimes, the users from the purchased email lists proved to be lethal because they do not take report you as spam when they receive too many emails from you.

Write Engaging Email Copy

If your emails are not being opened, your sender reputation will go down rapidly. Sending impersonalized and generic content does not make its mark in the users’ eyes.

With the advent of email marketing automation tools such as Mumara, users demand personalized emails from the senders. Along with it, your email should have a clear single goal with a CTA to tell the users where to go. A great email copy instantly boosts your sender reputation.

Warm Up Your IPs

For perfect deliverability, do not send your emails to the users simultaneously. Establish yourself as an email sender, and send your emails slowly for IP warm purposes. Start your emails with a low volume of emails per week.

IP warm up | Mumara

After establishing your email sender reputation, you can increase the number of emails week by week so that your ISP finds you as a legitimate email sender.


To wrap up, if you want to increase your email deliverability, keep your sender reputation higher. In the above discussion, we have made everything clear to maintain your IP score and place your emails right in the mailbox of the users. Further, use Mumara where you will be to send your email campaign quite easily and effectively to your targeted audience.  

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Wasim Ahmad Zahoor

A reader, writer, researcher, and explorer!

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