What is a Sender Score?
In the realm of
email marketing, a Sender Score is a numerical rating ranging from 0 to 100 that indicates the reputation of the IP addresses which send your emails. Think of it as a credit score for email marketing. The higher your Sender Score, the better your email reputation and the higher your chances of landing in the recipient’s inbox rather than the spam folder.
Why is Sender Score Important?
Your Sender Score is crucial because Internet Service Providers (
ISPs) use it to determine whether your emails should be delivered, marked as spam, or blocked entirely. A low Sender Score can negatively affect your
email deliverability, reducing the effectiveness of your email campaigns and ultimately impacting your business’s bottom line.
How is Sender Score Calculated?
The Sender Score is calculated by
Return Path and is based on a variety of factors, including:
Complaint Rate: The number of recipients who mark your emails as spam.
Bounce Rate: The percentage of emails that are returned because they can't be delivered.
Spam Trap Hits: The number of times your emails hit addresses specifically set up to catch spammers.
Email Volume: The number of emails you send and the consistency of your sending patterns.
Blacklists: Whether your IP addresses are listed on major blacklists.
How to Check Your Sender Score?
You can check your Sender Score by using services like
Sender Score.org by Return Path. Simply enter your IP address, and you’ll receive a detailed report of your email sending reputation.
How to Improve Your Sender Score?
Improving your Sender Score involves adhering to
best practices in email marketing:
Authenticate Your Emails: Use protocols like SPF, DKIM, and DMARC to prove that your emails are legitimate.
Maintain Clean Email Lists: Regularly clean your email list to remove invalid or inactive email addresses.
Segment Your Audience: Send relevant content to specific segments of your audience to reduce complaint rates.
Monitor Feedback Loops: Pay attention to feedback from ISPs to understand recipient complaints and take action accordingly.
Gradual Ramp-Up: If you’re new to email marketing or using a new IP address, gradually increase your sending volume to build a good reputation.
What is a Good Sender Score?
A good Sender Score typically falls between 80 and 100. If your score is in this range, you’re likely to experience high deliverability rates. Scores between 70 and 80 are generally acceptable but may require some attention. Scores below 70 suggest that you need to take significant steps to improve your email marketing practices.Conclusion
Your Sender Score is a crucial metric in the world of email marketing. By understanding what it is, how it's calculated, and how to improve it, you can significantly enhance your email deliverability and overall campaign success. Regularly monitor your Sender Score and adhere to best practices to maintain a healthy email reputation.