What is Sender Reputation?
The trust score mailbox providers assign to a sending domain or IP from engagement, complaints, and authentication history. High reputation lands in the inbox; low reputation diverts identical content to spam.
Related terms
Email Warmup
Gradually increasing send volume from a new domain or IP to build a positive reputation history. Patient ramp-ups with engaged recipients earn inbox placement that sudden blasts destroy.
Complaint Feedback Loop
A mailbox-provider channel reporting when recipients mark mail as spam, so senders can suppress complainers immediately. Ignoring complaints burns sender reputation far faster than any single campaign gains.
Dedicated vs Shared IP
Sending from an exclusive IP you warm and guard, versus pooling with other senders on a shared one. Dedicated suits high steady volume; modest senders usually inherit better reputation from a shared pool.
DMARC Policy
A DNS rule telling receivers how to treat mail that fails SPF and DKIM alignment: monitor, quarantine, or reject. Published reports then reveal exactly who sends as your domain, legitimate or not.
Return-Path Alignment
Matching the envelope sender domain used for SPF with the visible From domain that recipients see. Aligned domains let inbox providers credit authentication to the brand instead of the sending platform.
Sender Identity
The verified domain or address a provider is permitted to send from, proven through DNS records. BYOB projects verify sending domains before campaigns so transactional mail leaves from a trusted name.