Maybe this title resonates with you because someone else (not you, of course, you’d never) did something that had a very significant negative impact on your sender reputation. Or perhaps your sender reputation is sparkly clean and you’re just reading this to gloat about how many of these things you’re already doing right 😂. In which case, go ahead, we won’t judge (much). Either way, we’re here for you. Let’s dive into what a sender reputation even is, how to determine if yours needs improvement, and, most importantly, whose fault it is, err…how to fix it.

What is a sender reputation?

Sender reputation is basically your email trust score. It is based on factors like bounce rates, spam complaints, and engagement levels. Internet Service Providers (ISPs) use this score to decide if your emails should land in the inbox, the spam folder, or be blocked entirely.

How do you know if yours is 💩?

There are a few pretty clear signs that your sender reputation is not ideal – high bounce rates, low open rates, and frequent placement in spam folders. If you’ve seen a sudden surge in unsubscribes or complaints, that’s a major red flag too. And let’s not forget the blacklist—if your sending IP pops up on databases like Spamhaus, you’re not so subtly being told your email marketing program is not up to par. Not a good look.

Why should you care?

Your sender reputation is the key to your email marketing success. A poor reputation means fewer of your emails are making it to inboxes, which means less engagement, fewer conversions, and ultimately, lost revenue. Which, to be blunt, means your hard work is just a wasted effort. It’s a bit of a circular issue, but the good news is, it’s not a permanent situation once you choose to address it. It might take a little time and effort to fix, but if you care about your email marketing (and you should), then it’s worth every bit of energy you put into it.

Okay…okay, now what?

Let’s get the hard part out of the way. Sender reputation is just like any other reputation in that it takes a lot longer to fix it than it does to harm it. Trust, even the digital variety, can’t be rebuilt in a day. What you do next depends on whether you know the source of your bad rep or not. Even if you think you know what happened, it is likely worth doing a deep dive to ensure your assumptions are correct.

Perform a Thorough Audit

First, kick things off with a full audit of your email practices. This involves analyzing your email lists and their acquisition source, segmentation strategies, and the content of your emails. Look for any red flags that could have contributed to issues with your sender reputation. Has someone in the organization purchased a contact list recently? Have audience sizes gone up dramatically in a short period of time, or did long inactive email addresses accidentally get included in recent sends? These are all examples of the type of activities you want to keep an eye out for as you review.

If you’re able to find one specific event or occurrence that led to your impacted sender score, you may be able to make immediate improvements by addressing the single issue. However, if you’ve had sender reputation issues for a while or can’t point to one specific culprit, here are some general best practices that can help you start digging your way out.

Build and Maintain a Quality Email List

Make Sure Everyone Wants to Be There

Consent is everything! Nobody likes unsolicited emails and if people on your list didn’t sign up, they’re more likely to mark your emails as spam. And I promise you, my friends, you are not the exception to this rule. So, if you can, go for the double opt-in. It’s the best way to ensure everyone on your list truly wants to hear from you, and it’s a solid strategy for keeping your sender reputation strong.

But if double opt-in isn’t required by law or isn’t an option for your company right now, a clear opt-in process is a good place to start. The key is making sure your contacts know exactly what they’re signing up for. And even if you can’t roll out a full double opt-in process right away, these smaller tweaks can still make a big difference.

Regularly Clean Your List

If your sender reputation is poor, chances are you’ve got some stale, inactive, or completely fake email addresses hanging around. Toss out the ones that don’t fit anymore—those that bounce or just never engage. Our suggestion is if someone hasn’t engaged with your emails in a year, it’s time to say goodbye. A lean, engaged list is far better than a bloated one full of unresponsive addresses. Think of it as quality over quantity. It’s also more cost-effective to remove them from a Marketing Automation Platform (MAP), if you’re being charged by database size. Honestly, who wants to pay more for a larger database to keep a bunch of contacts who keep ghosting your emails. Let them go.

Authenticate Your Emails

Another recommendation is to authenticate your emails. Doing this is like giving them a verified checkmark. It shows ISPs and spam filters that you’re the real deal, which helps your emails land in inboxes instead of getting caught in spam traps. Set up DKIM , SPF, and DMARC for your domain. These protocols not only boost your sender reputation but also protect your brand from being spoofed. It’s a win-win. And if all of this sounds like a bit much, don’t worry—we’ve got some resources to help you out:

SPF and DKIM Records Explained
Common Email Deliverability Problems in 2024 (and how to fix them!)
5 Tips to Getting Started with Email Deliverability
Troubleshoot your Email Deliverability in MCAE
How to Handle Bounce Management in HubSpot
Google & Yahoo’s Upcoming Inbox Changes – What Does it Mean?

Warm Up Your IP Address

If you’re using a new IP address, it’s really important to warm it up before you send at full volumes. Start by sending emails to your most engaged subscribers, then gradually increase your volume. This helps ISPs recognize your IP as a legitimate sender.

This might also be a necessity if your IP isn’t new but your reputation is in the gutter. This allows you to introduce yourself to inboxes slowly, starting with your most engaged subscribers and gradually increasing volume over time. Think of this as a way to rebuild trust – one email at a time.

Craft Compelling Content

Your emails shouldn’t just be cluttering up inboxes, only to end up as another task on someone’s agenda when they finally get around to deleting them. Instead, they should be something your audience genuinely looks forward to—bringing them the kind of engaging content and useful insights that make their day just a little easier. So, if you want your audience to actually look forward to your emails, you’ve got to make them worth opening. Here’s how:

Catchy Subject Lines

Your subject line is the first thing recipients see, and it’s often your only way to grab their attention before they decide to open or not, especially if they are new subscribers. Make it intriguing but not clickbaity—your readers should never feel misled. It should accurately reflect the content of your email and hint at the value and content inside.

Value-Driven Content

Always aim to provide value. Whether it’s through informative thought leadership content, exclusive offers, or entertaining stories, make sure your emails are worth opening and reading. Consider what your audience is really looking for or what would be most helpful to them, and deliver content that meets those expectations. When your emails consistently provide real value, your audience will begin to see them as a trusted resource, not just another piece of marketing.

Clear Calls to Action

Make sure your readers know exactly what you’d like them to do next. Whether it’s clicking a link, downloading an ebook, or making a purchase, your CTA should be simple and inviting. Use action words that nudge them in the right direction, and keep it simple so there’s no confusion. A well-placed, easy-to-understand CTA can smoothly guide your readers from “Hmm, this is interesting” to “Okay, let’s do this!”

Find Your Rhythm

Consistency is key. Don’t be the sender who disappears for months, only to bombard inboxes all at once. Set a regular schedule that your audience can count on, but don’t overdo it. Strike a balance between staying top of mind and not overwhelming your subscribers. It’s about building a reliable presence in their inboxes.

Keep an Eye on the Numbers

And one last thing—don’t just hit send and hope for the best. Regularly check in on key metrics like open rates, click-through rates, bounce rates, and spam complaints. These numbers give you a snapshot of how well your emails are performing. For example, a drop in open rates might signal that your subject lines need work, while a high unsubscribe rate might suggest your content isn’t hitting the mark. If folks are opening but not clicking your emails, take a look at your CTAs or copy to see where you can test and make improvements.