Restoring Your Sender Reputation

Modified on Fri, 26 May 2023 at 05:10 AM

In the world of email marketing, sender reputation plays a crucial role in determining the success of your campaigns. A positive sender reputation ensures that your emails land in the inbox instead of being filtered into spam folders. However, maintaining a good sender reputation can be challenging, as it can be affected by various factors. In this article, we will explore the importance of sender reputation, the reasons behind a damaged reputation, and provide actionable strategies to repair and improve it.

Understanding Sender Reputation

Sender reputation refers to the perception of your email sending practices by email service providers (ESPs). It is a reputation score assigned to your email server or IP address based on factors such as email engagement, spam complaints, and bounce rates. A high sender reputation enhances email deliverability, while a poor reputation leads to emails being marked as spam or blocked altogether.

Note: NV provides shared IP and it is maintained by our team, therefore you only need to maintain your domain reputation. However for shared IP you need to follow some mandatory guideline mentioned in our article “Guidelines to follow under shared IP”.

Causes of a Damaged Sender Reputation

a. High Bounce Rates: Bounces occur when an email cannot be delivered to the recipient's mailbox. High bounce rates indicate poor list hygiene, invalid or inactive email addresses, or technical issues with your email infrastructure.

b. Spam Complaints: When recipients mark your emails as spam, it negatively impacts your sender reputation. This can happen due to unsolicited emails, irrelevant content, or difficulty in unsubscribing.

c. Spam Traps: Spam traps can seriously damage a sender's reputation by flagging their emails as spam. They indicate poor list management or questionable email acquisition methods, impacting deliverability and requiring clean and compliant practices.

d. Low Engagement: ESPs monitor the engagement of recipients with your emails. If your emails have low open rates, click-through rates, or high unsubscribe rates, it suggests that your content may not be valuable or relevant to your audience.

e. Blacklisting: If your IP address or domain is listed on email blacklists due to spamming or suspicious activity, it severely damages your sender reputation.

Steps to Repair Sender Reputation

a. Identify the Issue: Begin by analyzing your email sending practices, reviewing email metrics, and identifying patterns that could be contributing to your damaged reputation. Pinpoint the specific factors that have caused a decline in your sender reputation.

b. List Hygiene: Regularly clean your email list to remove invalid, outdated, or inactive email addresses. Implement a double opt-in process to ensure that subscribers genuinely want to receive your emails.

c. Engaging Content: Focus on creating compelling, relevant, and valuable content that resonates with your target audience. Personalize your emails, segment your lists, and test different subject lines and email formats to improve engagement.

d. Authentication and Infrastructure: Implement email authentication protocols for your dedicated domain such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) to verify your emails and establish trust with ISPs.

e. Monitor Feedback Loops: Set up feedback loops with major ISPs to receive notifications of spam complaints directly. Actively respond to complaints, investigate their cause, and promptly remove complainants from your mailing list.

f. Improve Sending Practices: Avoid sending a high volume of emails abruptly. Gradually increase your email sending volume to avoid triggering spam filters. Maintain a consistent sending frequency, and respect the preferences of your subscribers.

g. Monitor and Adapt: Regularly monitor your email metrics, such as delivery rates, open rates, click-through rates, and spam complaints. Use this data to refine your email marketing strategies and continuously improve your sender reputation.

h. Seek Professional Assistance: If you're struggling to repair your sender reputation or need expert guidance, consider consulting with NotifyVisitors support team. They can provide valuable insights, audits, and recommendations specific to your email program.


Repairing a damaged sender reputation is crucial for achieving successful email deliverability and maximizing the impact of your email marketing efforts. By understanding the factors that contribute to a poor reputation and implementing the strategies outlined in this article, you can take proactive steps to repair and improve your sender reputation. Remember to focus on list hygiene, engagement, authentication, and maintaining a positive relationship with ESPs. With persistence, monitoring, and ongoing optimization, you can restore your sender reputation and ensure that your emails reach the intended recipients' inboxes.

Was this article helpful?

That’s Great!

Thank you for your feedback

Sorry! We couldn't be helpful

Thank you for your feedback

Let us know how can we improve this article!

Select atleast one of the reasons
CAPTCHA verification is required.

Feedback sent

We appreciate your effort and will try to fix the article