How Do ISPs Determine Your Email Reputation?

ISPs have developed increasingly sophisticated algorithms to determine email reputations and, for obvious reasons, don’t publicize exactly how they do it. The following are some of the major practices that can affect how an ISP may calculate an emailer’s reputation:

1. How the emailer handles bounces – if you email repeatedly to addresses that have previously bounced for you, that’s an example of poor email practices.
2. The extent to which a sender does or does not set up the necessary infrastructure items – such as sender policy framework (SPF), Sender ID, and Domain Keys – to confirm the true origin of the email.
3. Whether an emailer’s recipients consistently open and/or click through emails – the lower the open and click-through rate, the lower the engagement or interest by the subscribers; low engagement is yet another measure of potentially questionable email practices.

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