Your Reputation Matters in Email Marketing. Here’s How to Protect It.

Email sender reputation can make or break your email campaign. With a good reputation, you’ll see higher deliverability rates and more recipient engagement – ​​and you’ll likely never have to worry about being blacklisted.

Conversely, if your reputation suffers significant blows, it could preclude you from ever reaching your target audience again.

So what exactly is your email sender reputation and how can you protect it?

Email sender reputation is an evaluation of your disposition as an entity sending emails. If you send good emails and follow best practices while doing it, your reputation will improve, while sending spammy emails or irritating your audience will result in your reputation declining.


Formally, a variety of different email service providers and mailbox providers track your reputation and attempt to quantify it. Just as a bank can evaluate your credit score before permitting you to take out a loan, email service providers can evaluate your domain and email history before allowing you to email a list of new people.

In this way, you can think of your email sender reputation as a credit score for email.

Related: Why Email Marketing Is Better for Your Business Than Social Media

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