Email Sending Reputation: How Does Domain Reputation Work?
With billions of emails being sent globally every day, competition for the inbox is more aggressive than ever.
According to Validity, 1 in 6 messages sent never reach the inbox.
As mailbox providers get more secure and sophisticated — consider Google’s machine learning and rule-based algorithms, for example — domain reputation is now more important than ever. In fact, domain reputation is one of the leading factors that mailbox providers use when determining where to place your messages.
There has always been some debate as to which is more important, IP reputation or domain reputation. While both your IP and domain reputation can impact your deliverability, domain reputation is key to delivery success. Many email senders think that their mail server or Email Service Provider (ESP) can pull strings, make changes, and influence delivery and placement at mailbox providers.