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So What’s a Sender Score, and Why Should You Care?

Updated: Apr 22

In the world of email marketing, there’s a little something called a sender reputation. Your reputation is determined by a bunch of different factors, and essentially, the fate of your email marketing depends on it. 

A high sender reputation= emails more likely to land in primary and be seen👍

A low sender reputation= emails more likely to land in promo, spam, or bounce 👎

A sender score is a numerical value of your reputation. 

Like your reputation, you want that number to be high. We’re talking as close to 100 as possible. While it’s hard to get a perfect score, you will be best off keeping your score above 80. 

Here are some things that affect your reputation and sending score:

Spam complaints. With Gmail’s new sending requirements (as of Feb 1, 2024), bulk email senders must maintain a spam complaint score of <0.3%. That’s why it’s more important than ever to make sure that you are sending relevent and valuable content. You also must include a 1-click unsubscribe link in your emails.

Engagement. In addition to getting people to open and click on the links in your emails, you also want them to be replying every once in awhile. One way to boost your sender reputation is to ask your readers for feedback. What do they want to know more about? What questions do they have? Make sure to follow through and respond as well.

Those inactive subscribers. You can try to re-engage them by sorting them into a different segment of your list that only receives specific emails… but after 60-90 days of no engagement, go ahead and GIVE THEM THE BOOT. They are only bringing down your score. Regularly cleaning your list by removing inactives will help keep your email list healthy and performing well. 

Your authentication records. This is another biggie with Gmail’s new update. You must have 3 records correctly set up for your sending domain: SPF, DKIM, and DMARC. I have a tutorial on how to do this, so please reach out if you would like a copy (or would like someone to do it for you). 

Bounce Rates. If someone entered a fake or incorrect email address, or your emails are bouncing for another reason (like missing authentication records), this hurts your sender score. Pay attention to bounces because you will want to investigate the reason asap if it keeps happening frequently. 

Here are some tools to check your sending score and help troubleshoot issues: 

Troubleshooting deliverability issues can be tricky. So please feel free to reach out if you have questions or need help improving your sender score!


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