What is Sender Score?
Sender Score is a reputation rating for email senders, ranging from 0 to 100, provided by
Return Path. It serves as an indicator of the sender's email performance and reliability. The higher the score, the more likely it is that emails from that sender will be delivered to recipients' inboxes, rather than their spam folders.
Why is Sender Score Important?
Sender Score is critical in
email marketing because it directly impacts
email deliverability. A high Sender Score suggests that a sender has a good reputation, which means email providers are more likely to trust and deliver their emails. Conversely, a low Sender Score can result in higher bounce rates and emails landing in spam folders, which can harm your marketing efforts.
How is Sender Score Calculated?
Return Path calculates Sender Score using a variety of metrics, including: Complaint rates: The percentage of recipients who mark your emails as spam.
Bounce rates: The percentage of emails that are returned as undeliverable.
Spam trap hits: The frequency with which your emails hit spam traps, which are set up to catch spammers.
Blacklist presence: Whether your sending IP is listed on any
email blacklists.
Sending volume: The number of emails you send can also affect your score, particularly if there are sudden spikes.
How Can You Check Your Sender Score?
You can check your Sender Score by visiting the
Return Path website and using their free tool. This tool allows you to enter your sending IP address and get an instant score along with a detailed report on your email sending practices.
How to Improve Your Sender Score?
If your Sender Score is lower than desired, there are several steps you can take to improve it: Reduce Complaints: Make it easy for recipients to unsubscribe rather than marking your email as spam. Clearly state the purpose of your email and only send to those who have opted in.
Minimize Bounces: Regularly clean your email list to remove invalid addresses. Use double opt-in methods to ensure the validity of email addresses.
Avoid Spam Traps: Do not purchase email lists, and be cautious about how you grow your list to ensure all subscribers are genuine.
Monitor Blacklists: Regularly check if your sending IP or domain is listed on any blacklists and take steps to get delisted if necessary.
Maintain Consistent Volume: Avoid sudden spikes in sending volume, as this can be a red flag for email providers.
Best Practices for Maintaining a High Sender Score
Once you have improved your Sender Score, it is essential to maintain it. Here are some best practices: Segment your email list to send more relevant content to smaller, targeted groups.
Use a reputable
Email Service Provider (ESP) that prioritizes deliverability and provides tools to monitor email performance.
Regularly test and optimize your email content and subject lines to improve engagement.
Monitor your email metrics closely and adjust your strategy as needed to maintain high performance.
Conclusion
In the context of email marketing, understanding and maintaining a high Sender Score by Return Path is crucial for ensuring that your emails reach your audience's inboxes. By following best practices and continuously monitoring your email metrics, you can improve your Sender Score and enhance the effectiveness of your email marketing campaigns.