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Sender Score

Sender Score

Sender Score is a metric used in email marketing to evaluate the reputation of a sender’s email address or IP address based on various factors such as sending practices, recipient engagement, and spam complaints. It is essentially a numerical representation of the trustworthiness and reliability of an email sender, ranging typically from 0 to 100, with higher scores indicating better sender reputation. Sender Score is widely used by email service providers and mailbox providers to determine whether incoming emails should be delivered to the inbox, routed to the spam folder, or rejected outright.

TL;DR What is Sender Score?

Sender Score is a numerical measure that assesses the credibility of an email sender’s address or IP address, ranging from 0 to 100, with higher scores indicating better reputation and increased likelihood of email delivery to the inbox.


In the realm of marketing, Sender Score holds significant importance as it directly impacts the deliverability of email campaigns. A high Sender Score enhances the chances of emails reaching the intended recipients’ inboxes, thus maximizing the effectiveness of marketing efforts. Conversely, a low Sender Score can lead to emails being flagged as spam or blocked entirely, resulting in wasted resources and diminished engagement with the target audience. Therefore, maintaining a favorable Sender Score is crucial for optimizing email marketing strategies and achieving desired outcomes.

Examples/Use Cases

  • A company consistently maintains a Sender Score above 90, resulting in their promotional emails consistently landing in subscribers’ inboxes and yielding high open and click-through rates.
  • Conversely, another company neglects email hygiene practices, leading to a decline in Sender Score and subsequent delivery issues, with their emails frequently ending up in recipients’ spam folders or being rejected outright.


  • Email Marketing
  • Deliverability
  • Reputation Management
  • Digital Marketing
  • Online Communication



  • Email Reputation Score



Key Components/Features

  • Sending Practices: The frequency, volume, and consistency of email sends.
  • Engagement Metrics: Metrics such as open rates, click-through rates, and conversion rates.
  • Complaint Rates: The frequency of recipients marking emails as spam or reporting them as unwanted.
  • Email Authentication: Implementation of protocols like SPF, DKIM, and DMARC to verify sender authenticity.

Related Terms

  • Email Deliverability
  • Email Reputation
  • Spam Score
  • Inbox Placement
  • Email Authentication

Tips/Best Practices:

  1. Maintain a clean and updated email list to minimize bounce rates and complaints, thereby preserving Sender Score.
  2. Segment your email list based on engagement levels to target active subscribers more effectively and improve Sender Score.
  3. Monitor Sender Score regularly using reputable tools and take corrective actions promptly if it begins to decline.
  4. Implement authentication protocols such as SPF, DKIM, and DMARC to enhance sender reputation and credibility.
  5. Focus on delivering valuable and relevant content to subscribers to boost engagement and positively impact Sender Score.

Further Reading/Resources


What factors contribute to a Sender Score?

Sender Score takes into account various factors such as sending practices, recipient engagement metrics, complaint rates, and adherence to email authentication protocols. These elements collectively influence the reputation of an email sender and determine their Sender Score.

How often should I monitor my Sender Score?

It’s advisable to monitor your Sender Score regularly, ideally on a weekly or bi-weekly basis, to stay informed about any fluctuations or trends. This allows you to address any issues promptly and maintain a favorable sender reputation.

Can a low Sender Score be improved?

Yes, a low Sender Score can be improved through strategic measures such as cleaning up email lists, optimizing sending practices, enhancing engagement with recipients, and implementing email authentication protocols. Consistent effort and adherence to best practices can gradually elevate Sender Score over time.

Does Sender Score affect email deliverability?

Absolutely. Sender Score directly influences email deliverability, as mailbox providers often use it as a determinant for inbox placement. A high Sender Score increases the likelihood of emails reaching recipients’ inboxes, while a low score may result in emails being filtered as spam or rejected.

How can I check my Sender Score?

Several online tools and services provide the capability to check Sender Score by simply entering your email address or domain. These tools offer insights into your sender reputation and allow you to track changes in Sender Score over time.

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