Domain reputation is a key factor in Email Domain Reputation deliverability. It is assessed by ISPs & Mailbox providers, which decide whether your emails land in the subscriber’s Inbox or Spam folder. Maintaining a healthy domain reputation ensures that your subscribers receive your messages without any interruptions.

Domain Reputation is a score calculated by ISPs, Mailbox providers, ESPs and other online tools based on various metrics such as spam complaints, email sending volume, email engagement metrics, etc. The reputation score determines how the email ecosystem perceives your brand and is one of the primary factors for determining an email program’s success.

Domain Reputation Intelligence: Protecting Your Email Deliverability

Several online reputation checkers, such as Senderbase and Talos Intelligence by Cisco, provide an overview of your domain reputation by looking at the domain’s track record and compliance with email sender guidelines. Additionally, utilising authentication protocols like SPF, DKIM & DMARC (Domain-based Message Authentication, Reporting & Conformance) can further enhance your domain reputation score by helping curb spoofing & phishing activities.

Other factors that influence email domain reputation include a high unsubscribe rate indicating lack of interest among subscribers, and low open rates indicating poor email content and subject line optimisation. Moreover, excessive spam complaints and being listed on FBLs by mailbox providers or ISPs may adversely affect your domain reputation. To improve your domain reputation, focus on email engagement and subscriber optimisation by using double opt-ins to weed out spammers. Additionally, ensuring email content is relevant to the domain category, and keeping the frequency of mailings within guidelines is essential.