How Does Domain Reputation Work?


How Does Domain Reputation Work? is the overall “health” of your branded domain as interpreted by mailbox providers. It plays an important role in whether or not your messages end up in the inbox or spam folder.

Just like a credit score, email reputation isn’t static and is determined by various factors that can vary based on the individual receiver’s scoring process. Mailbox providers consider your sending domain, your IP address and the content of your messages. A high domain reputation score means fewer emails get rejected or sent to spam, while a low domain reputation score can lead to more rejections and spam folder placements.

Decoding Domain Reputation: Insights into Its Functionality

Unlike your IP address, your domain reputation is attached to your sending domain and remains the same even when you switch email service providers. You can check your domain reputation with a variety of online tools that offer a general overview of your reputation across multiple receivers. For example, Gmail’s Postmaster tool provides a comprehensive look at your domain reputation as assessed by their servers. There are also third-party services that specialize in domain reputation, such as Talos Intelligence from Cisco.

If you notice your domain reputation scores dropping, keep in mind that it takes time to build up a new domain reputation. Be patient and focus on nurturing a good reputation with relevant, valuable messaging that your audience wants to receive. Be sure to follow best practices for email deliverability, such as not spamming recipients or sending too many emails at once.

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