What is Sender Score?
Sender Score is a numerical representation of the reputation of an email sender's IP address. It ranges from 0 to 100, with higher scores indicating a better reputation. This score is generated by analyzing various metrics like spam complaints, unknown user rates, and other factors that influence how
Internet Service Providers (ISPs) perceive your emails.
Why is Sender Score Important?
Sender Score is crucial because it directly impacts your email deliverability. A high Sender Score means that your emails are more likely to land in the recipient’s inbox rather than the spam folder. Conversely, a low Sender Score can lead to emails being blocked or filtered out as spam by ISPs.How is Sender Score Calculated?
The Sender Score is calculated by
Return Path, a company that specializes in email deliverability. The score is based on a rolling 30-day average and considers several factors:
Spam Complaints: The number of recipients marking your email as spam.
Unknown Users: The rate at which your emails are sent to invalid or non-existent email addresses.
Blacklistings: Whether your IP address appears on any blacklists.
Engagement Metrics: How recipients interact with your emails, such as open rates and click-through rates.
How to Check Your Sender Score?
You can check your Sender Score by visiting the
Sender Score website and entering your IP address. This tool will provide you with a detailed report that includes your score and the metrics affecting it. Regularly monitoring your Sender Score can help you identify and rectify issues before they affect your email deliverability.
How to Improve Your Sender Score?
Improving your Sender Score involves implementing best practices in email marketing: Clean Your Email List: Regularly remove invalid or inactive email addresses to reduce bounce rates and unknown user rates.
Get Permission: Always get explicit consent from recipients to receive emails from you.
Segment Your Audience: Send relevant content to targeted segments to improve engagement rates.
Monitor Feedback Loops: Pay attention to spam complaints and take action to reduce them.
Authenticate Your Emails: Use
SPF,
DKIM, and
DMARC to authenticate your emails and build trust with ISPs.
Common Misconceptions About Sender Score
There are a few misconceptions about Sender Score that need clarification: It’s Not the Only Factor: While important, Sender Score is not the sole determinant of email deliverability. Other factors like content quality and recipient engagement also play a role.
It’s Not Static: Sender Score is dynamic and can change based on your email sending practices.
It’s IP-Specific: The score is tied to your IP address, not your domain. However, domain reputation is also becoming increasingly important.
Conclusion
Understanding and managing your Sender Score is essential for successful
email marketing. Regularly monitor your score, follow best practices, and take corrective actions when necessary to ensure your emails reach your audience's inbox. A high Sender Score can significantly enhance your email deliverability, leading to better engagement and overall campaign success.