Is Your Reputation Impacting Your Email Deliverability?

Chris Arrendale

2 minute read

Your reputation matters. As a business owner, you know that your reputation is important, and when it comes to email deliverability, your reputation as an email sender matters. The better your email reputation, the more emails make it to the inboxes of your recipients.

The first step is determining your email reputation in the first place. Is your email reputation affecting your email delivery? Your email reputation is the measurement of the quality of your list and the extent that you follow best email practices. To find out what Internet Service Providers (ISPs) and other email receivers think of your email-marketing program, visit Talos. You will have free access to the same data ISPs and other email receivers use to determine whether to accept or reject your emails. You will receive a score and with this score, you’ll know whether you need to continue following best email practices to protect your high score, or take action to improve your reputation.

4 Simple Tips to Creating and Maintaining a Good Reputation

Use Best Practices to Grow and Maintain Your Mailing Lists

One of the primary ways to build a strong email reputation is to send messages to users who have requested them. The best way to do that is by allowing users the opportunity to subscribe to email lists using a double-opt in.

Get Listed

Because spammers often pretend they’re someone they’re not, ESPs take steps to ensure senders are accurately representing themselves. Senders should use all common forms of authentication to ensure they’ve covered their bases with ESPs by joining key verification registries, including: Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting and Conformance (DMARC).


One of the best ways to maintain email reputation is to keep an eye on engagement by monitoring bounce-backs, open rates and click-throughs. Test and refine constantly.

Provide Eye-Catching Content

ISPs also monitor recipient engagement, so senders should take steps to ensure their emails are attracting the attention of recipients. A few tips include: avoid HTML-only content, spell check, limit links, avoid URL shorteners, and most importantly provide great, relevant content.

Reputation in trouble or have further questions? Contact us.

Trendline Interactive

Ready to send better messages?

About the Author(s)

Chris Arrendale

Founder of Inbox Pros (acquired by Trendline in July of 2018). Author of Deliverability Inferno. Certified expert and frequent speaker on the topics of data privacy, deliverability and compliance. BA in Poli-Sci/Soc from Emory, MS in Software Engineering & IT from Southern Polytechnic State University. A shoe and wine collection that’s the envy of pro athletes. Follow Chris on LinkedIn

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