What Is Sender Score?

Definition

Sender score is a rating that measures the reputation of an email sender’s IP address. It ranges from 0 to 100 and affects email deliverability. Keeping a high score shows that you follow good email practices, making your emails more likely to be trusted.

Sender scores are calculated by tracking various metrics tied to email behavior. Email service providers (ESPs) then use these scores to decide what to do with your emails, like send them to the inbox or spam folder, or block them.

Example

Higher sender scores indicate trusted email practices, while a lower score suggests issues with spam or email management.

How Is Sender Score Calculated?

Several factors can influence your sender score. Each one reflects how you manage your email sending practices.

1. Spam complaints: If there are too many people who mark your emails as spam, your score will drop. It shows to ESPs that your emails may be unwanted or even irrelevant.
2. Bounce rate: A high bounce rate tells ESPs that your list has many invalid or outdated addresses. This indicates poor email list management, which also lowers your score.
3. Blacklist presence: If your IP is on a blacklist, expect your score to go down. ESPs use blacklists to see which IP addresses are involved in spam-like activities.
4. Email volume: A consistent email volume builds trust. It shows a stable sending pattern. But a sudden increase can look suspicious and might lower your score, as ESPs might see it as spammy behavior.
5. Engagement rates: ESPs also check how people interact with your emails. High open rates and clicks show that your audience finds your content useful, so it boosts your score.

Why Is Sender Score Important?

Sender score is important because it is a major factor in email deliverability. This means that if you have a low score, your emails can get flagged or blocked. If you have a high sender score, though, there’s a higher chance that your message will reach the inbox of your recipient.

Making sure your sender score is high is a direct way to show ESPs that your content is relevant, engaging, and, most of all, wanted by your subscribers. Focusing on maintaining a good score is critical for anyone serious about effective email marketing, as it improves your campaign results and engagement rates.

Related terms

• Email Deliverability Rate
• List Hygiene
• Bounce Rate

Related articles

• Email Deliverability: 101 Guide
• How To Improve Email Deliverability