Email Sending Reputation Tips

How To Improve Your Email Sending Reputation

Businesses spend a lot of time making sure their emails are easy to read, entertaining, valuable, and relevant to their audience. However, all this work counts for nothing if your emails never reach their intended target. If your email sending reputation is too low, your emails will go straight to your readers’ spam folders. You’ll fail to connect with your audience, and your business will suffer. In this article, we’ll explore what email sending reputation really is, why it matters so much, and what you can do to improve it.

What is an email sending reputation?

Every person or organization that sends emails has an email sending reputation — represented as a score out of 100. They’re assigned by Internet Service Providers (ISPs) like Gmail, Yahoo, Hotmail, Outlook, AOL, etc , and this score affects how likely your emails are to be successfully delivered.

For example, if you have a strong sender score of 85, your emails are very likely to arrive in their intended recipient’s inbox. If you have a poor score, of around 30 for example, there’s a strong chance your emails will fail to send, never to be opened or even seen by your audience. There are lots of factors that impact your email sending reputation. Let’s take a look at some of the main ones.

IP reputation vs domain reputation

Email sending reputation is based on a number of different factors. Two key areas here are IP reputation and domain reputation. Let’s break it down.

IP reputation is based on your IP address, while your domain reputation is based on the sending domain associated with your brand. The main difference is that domain reputation is portable — you can move to a new IP address or email service provider and keep the same reputation. 

With IP reputation, you need to essentially start from scratch if you do this, which involves a process called “warming up” your IP address by ramping up email sending slowly to trusted recipients.

Today, ISPs look at a combination of both when assigning you a sender score.

What factors affect your email sending reputation?

Your email sending reputation depends on a wide range of factors. In general, if your emails are sending successfully, getting opened, providing genuine value to your readers, and provoking interest and action, you will be rewarded with a high email sending score.

However, the following factors will cause your score to decline:

  • Lots of complaints. If your emails are regularly getting marked as spam, or lots of people are unsubscribing, your sender score could suffer.
  • The volume of emails you send, especially if it’s erratic. For example, sending a regular 500 emails a week to a large, engaged list is fine, but suddenly ramping up the volume can flag as suspicious.
  • Poor user interaction. If relatively few people are opening, reading, clicking through, or responding to your emails, it could negatively impact your score.
  • If lots of your emails are bouncing or failing to send — the result of a poorly maintained list

Why is email sending reputation important?

Research suggests that 83% of the time an email fails to deliver to an inbox, it results from a poor sender reputation.

This means that one of the most impactful things you can do to improve your email deliverability is to work on improving your email sender reputation. Improving deliverability has a wide range of benefits, such as:

  • You get to connect with as many of your audience members as possible
  • You build stronger relationships over time through regular contact with many people
  • Your revenue will increase as you reach a wider market
  • If you decide to send a cold email campaign, you’ll have much better results if your sender score is high

How to improve your email sender score reputation

Keep your list clean

This means regularly going through your list of email subscribers and removing any members who aren’t engaging with your emails. This ensures your open rates, click-through rates, response rates, and more are kept high, which leads to a healthier sending reputation.

Don’t abuse your subscribers’ trust

Your email list members subscribed with a certain expectation. You promised, or at least implied, to contact them at a certain level of frequency, on specific topics, and in the way your brand usually speaks.

If you suddenly start changing this pattern by promoting new products unrelated to your subscribers’ interest, radically increasing sending volume without warning, or taking a spammy tone, your readers will quickly lose patience and your engagement rates — and sending reputation — will plummet.

Instead, focus on cultivating a trusting relationship with your readers. Always provide value in your emails, don’t constantly shove promotions and offers down their throats, and encourage interaction and responses from them.

Stay out of spam filters

ISPs have systems in place to detect spam. Ever check your spam folder and find that it’s full of emails from addresses you’ve never heard of, and never actively marked as spam? That’s because your ISP is automatically routing these emails to the spam folder based on a number of red flags.

To avoid getting your emails marked as spam (and damaging your email reputation), stay away from the following:

  • Using trigger words like “free”, “cash, or  “hurry”, especially in your subject lines
  • Including too many links
  • Packing your emails full of images
  • Using poor spelling and grammar
  • Sending duplicate emails

Stay on top of your score

Websites like allow you to determine your sender score as determined by a range of ISPs. You only need to share some basic information about your business and email activity, and the site will give you a score and a breakdown of how to improve it.

Platforms like this, if you use them regularly, can be an easy way to ensure your email sending reputation stays solid at all times, and quickly pinpoint what you need to do to keep it that way or even improve it.

Use a DMARC checking tool 

A DMARC tool will help you ensure that no one sends fraudulent emails in your name. It will also allow you to check for potential problems with your DMARC implementation that could result in your email being blocked or flagged as spam.

Optimize your email success

Email has been a staple of digital marketing for decades, and it isn’t going anywhere any time soon. If you work with professionals, you can get a lot more out of your email efforts — connecting with more of your audience, boosting the profile of your brand, and growing your revenue.

At Profitable Media, we help our clients harness the power of email and get even more out of this incredibly valuable medium — while maintaining an optimally healthy sending reputation. Get in touch to find out more.

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Camilla | Marketing Specialist

Camilla works hard to ensure that the Marketing strategies and executions are on point and data-driven, not only for our clients but internally at Profitable Media as well. She’s been coming up with innovative ways to reach and engage audiences for over 8 years.

Picture of Camilla B. <br><span>Digital Marketing Specialist </span>

Camilla B.
Digital Marketing Specialist

Camilla works hard to ensure that the Marketing strategies and executions are on point and data-driven, not only for our clients but internally at Profitable Media as well. She’s been coming up with innovative ways to reach and engage audiences for over 8 years.

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Vlad P. Marketing Specialist at Profitable Media, LLC

Vlad Popirda


If you’ve been swayed, convinced, or otherwise persuaded by the writing on our page or in some of our emails, chances are Vlad was the man behind it.

Be it Social Media Management, Marketing Strategy, PPC Ads, or Copywriting, you can rely on him to get the job done.

With a Bachelor’s in Marketing and a Master’s in Advertising, his life’s work is to leave this world better than he found it, and he aims to achieve that by putting his talents in the service of the right people and helping businesses make a difference in the world.

Outside of working hours, you may find him singing Britney Spears songs at karaoke nights, or exercising his creativity in varied ways, such as playing chess, designing board games, playing guitar, or playing Dungeons & Dragons with his mates.

Alisa Villanueva Account Manager at Profitable Media, LLC

Alisa Villanueva


Alisa is the glue that brings all the parts of our operation together. The one always keeping an eye on the bigger picture. The person that makes sure that it all works smoothly and on schedule, giving everything an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

While juggling her different tasks (Project Management, Web Design, Quality Control, Customer Service), one thing never changes: she will use her artistic sense to make a project unique and she will hear out the person she is working with, understanding their needs and wishes while integrating and tying them all together to create an outstanding final product.

When she’s not tuned in to her work, you’ll find Alisa taking ordinary things and making them beautiful. In her artistic endeavors she explores many different mediums of expression, like painting, ceramics, dance, and cooking. Among these, her dancing stands out, as she is part of a salsa dance performance team, doing gigs both locally and nationally.

Her dream is to travel and explore different cultures, which she is always doing from home by cooking and trying out various cuisines from around the world.
Short Excerpt:
Alisa is the one that makes things work smoothly and on schedule, giving everything she does an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

Zach Warshawsky Chief Operations Officer at Profitable Media, LLC

Zach Warshawsky


Zach manages the operational side of our business and coordinates all the work done by our team. He designs technical architecture and always keeps an eye towards the future, making sure his solutions are scalable. He applies his skills in all sorts of fields, such as Project and Team Management, Sales Funnels, Web Technology, Split Testing, Automation and CRM.

If there’s one trait he shares with Henry, it’s passionate problem-solving. Although he has been working for over 25 years in Sales, Marketing, Management, Team Building and Customer Service, perhaps his relevant business credentials start even earlier. At 15, he started a business selling and installing car stereo systems before he even had a driver’s license. Armed with a reseller’s permit and a passion for business, he started down the path of entrepreneurship and hasn’t looked back since.

With four amazing children and a wonderful wife in his life, his goal is set: provide the best possible life for them that he can. To that end, he works hard on helping clients scale their businesses through the use of cutting edge digital marketing tools.

His weapon of choice on this quest is not a coincidence, for his knowledge of technology is certainly top-notch. This can sometimes be a blessing and a curse however, when the Apple Genius Bar can’t solve a friend’s problem, it’s Zach’s phone that gets lit up.

To unwind, he spends time with his children, goes on weekly dates with his wife and is passionate about crafting culinary art… he unwinds and loves creating amazing home-cooked meals for his friends and family!

Henry Hamamjy Chief Executive Officer at Profitable Media, LLC

Henry Hamamjy


One of the two men that started it all, Henry has a knack for judging character and managing the internal structure of our team. The go-to guy for when business owners hit a roadblock, he is well known for offering unique, scalable solutions to any issue that presents itself. 

With a background in Sales, Marketing, Management, People Development and Leadership, he puts it all to good use in the service of his clients and fellow team members, helping them better themselves. 

He’s a born problem-solver, breaking any seemingly impossible task into achievable actionable items.  He has successfully helped dozens of businesses expand to the 7-8 figure level, by designing and implementing extensible, supportive and responsive infrastructure that his clients could then leverage to their fullest advantage. 

At work, he loves helping our customers make their dreams a reality, taking businesses to the next step of success, guiding them all the while. Outside of work, he enjoys a good meal with friends and a nice Napa Valley Cabernet Sauvignon. He also likes travelling with his family and exploring different cultures and finding out more about our world. Having dreamt of becoming a soccer player when he grew up, he has since traded that sport for another, namely golf, which he partakes in whenever he gets the chance.

Little known fact, he won the Atomic Spicy Food Competition when most of the people quit after just a couple of bites. Scientists have yet to come up with an explanation.