What is Sender score?

Sender score represents the sending reputation of an email marketer, impacting deliverability and influencing the success of email marketing campaigns.

Why is sender score important?

Sender score is a numerical representation of a sender's reputation in email marketing. It is used by internet service providers to assess the trustworthiness of an email sender. Maintaining a high sender score is essential for achieving good deliverability rates and ensuring that marketing emails reach recipients' inboxes rather than being marked as spam.

Benefits of sender-score

  1. Reflects the reputation of a sender's IP address for email deliverability.
  2. Maintains a positive sender score to avoid spam filters.
  3. Ensures consistent email delivery to recipients' inboxes.

Why is a high sender score crucial for email deliverability?

Reputation Management: A high sender score is crucial for maintaining a positive sender reputation. Email service providers (ESPs) use sender scores to assess the sender's email sending practices.

Inbox Placement: A good sender score increases the likelihood of emails landing in recipients' inboxes rather than being filtered into spam folders.

Email Deliverability: Sender scores are a key factor in determining overall email deliverability rates. A positive sender reputation is associated with trustworthy and legitimate email senders.

Are there practices that can negatively impact a sender score?

High Bounce Rates: Excessive bounces, both hard and soft, can negatively impact sender scores. Regularly clean email lists to remove invalid or inactive addresses.

High Complaint Rates: If recipients mark emails as spam, it adversely affects sender scores. Provide clear opt-in options, relevant content, and easy opt-out processes to minimize complaints.

Consistency in Sending Practices: Abrupt changes in email sending patterns or sudden spikes in volume can be viewed negatively. Maintain a consistent and gradual approach to sending emails.

How can businesses monitor and improve their sender score over time?

Open Rate = (Unique Email Opens / Number of Emails Delivered) * 100%


  • Measuring Email Engagement: Gauges initial interest in your emails and how effectively your subject lines and sender information capture attention.
  • Optimizing Subject Lines: Test different subject line styles, lengths, personalization, and calls to action. Track open rates to identify what resonates best with your audience.
  • Segmenting Your Audience: Send more targeted emails based on recipient interests and behaviors. Improve open rates by tailoring content to specific segments.
  • Improving Sender Reputation: Consistent high open rates can boost your sender reputation with email providers. This increases the likelihood of your emails reaching inboxes instead of spam folders.
  • A/B Testing: Compare open rates of different email versions to determine the most effective content and strategies.
  • Identifying Delivery Issues: Low open rates can signal deliverability problems, prompting investigation and troubleshooting.

Additional Strategies

  • Use Email Authentication: Implement SPF, DKIM, and DMARC authentication to verify the legitimacy of your emails, reducing the likelihood of phishing and spoofing attempts.
  • Monitor Engagement Metrics: Regularly analyze engagement metrics such as open rates, click-through rates, and unsubscribe rates. Adjust strategies based on audience engagement.
  • Maintain List Hygiene: Regularly clean and update email lists to remove inactive or unsubscribed contacts. This helps in reducing bounce rates and improving sender reputation.
  • Compliance with Best Practices: Adhere to email marketing best practices, including providing clear opt-in options, respecting user preferences, and avoiding spammy content.


In summary, monitoring and maintaining a healthy sender score are critical for email deliverability. Businesses that prioritize sender reputation through consistent engagement, high-quality content, and list hygiene enhance their chances of reaching recipients' inboxes and achieving marketing objectives.

Add an explanation
Enrich this article by adding explanation
Submit explanation content

Got a query or want to submit a guest post? Let us know.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.