How to Improve Email Reputation: 7 Common Issues You Can Fix

If your emails are landing in spam or not being opened, your sender reputation could be to blame. Before we dive into fixes, here are the key points to understand:

Key takeaways

• Email reputation directly affects inbox placement and deliverability.
• High bounce rates, spam complaints, and poor authentication damage your sender reputation.
• You can improve your reputation by cleaning your list, authenticating your domain, and monitoring performance.
• Tools like Email Hippo help maintain good list hygiene and prevent future issues.
• Consistent engagement and sending behaviour build long-term trust with ISPs.

If your email campaigns are underperforming — poor open rates, lots of bounces, or an inbox placement problem — your email reputation could be the culprit.

Your email reputation (also known as sender reputation) is like a trust score assigned by email providers. A strong score means your emails reach inboxes. A weak one? You’re more likely to land in spam, or worse — get blocked entirely.

In this article, we’ll show you how to improve email reputation by fixing 7 of the most common issues that cause it to decline. Whether you’re dealing with a damaged domain or just want to stay ahead of problems, these tips will help you protect your deliverability.

1. High bounce rates

Why it hurts: Bounces tell email providers you're sending to invalid addresses — a red flag that you’re not maintaining your list properly.

How to fix it:

• Use email verification tools to clean your list before sending.
• Remove undeliverable and hard-bounced emails immediately.
• Avoid purchased or scraped lists.

2. Spam complaints

Why it hurts: If users hit “report spam,” your reputation takes a hit — even if your emails are legitimate.

How to fix it:

• Set clear expectations at sign-up.
• Use a recognisable sender name and relevant subject line.
• Offer a visible unsubscribe link (and honour opt-outs quickly).

3. Low engagement (opens, clicks, replies)

Why it hurts: ISPs monitor engagement. Low open and click rates suggest recipients don’t want your emails.

How to fix it:

• Segment your list and send more relevant content.
• Personalise messages and optimise your send times.
• Regularly remove inactive subscribers.

4. Inconsistent sending patterns

Why it hurts: Sudden spikes in email volume or erratic sending behaviour can trigger spam filters.

How to fix it:

• Send consistently.
• Use a warm-up strategy for new IPs or domains.
• Avoid “batch and blast” sends to cold contacts.

5. Missing or incorrect authentication (SPF, DKIM, DMARC)

Why it hurts: Without proper email authentication, providers may flag or reject your messages.

How to fix it:

• Set up SPF, DKIM, and DMARC records.
• Test your setup using tools like Mail-Tester or MXToolbox.
• Monitor your domain’s reputation and fix misalignments.

6. Blacklisting

Why it hurts: Being on an email blacklist can block your messages entirely, or push them into spam.

How to fix it:

• Check your domain and IP status regularly.
• If listed, follow the removal process provided by the blacklist.
• Improve your practices to prevent re-listing (e.g. cleaner data, verified emails).

7. Using low-quality or purchased lists

Why it hurts: These lists often include spam traps, invalid addresses, and unengaged users.

How to fix it:

• Only send to users who have opted in.
• Build your list with trust — use forms, gated content, or lead magnets.
• Run regular verifications with a tool like Email Hippo to maintain list quality.

Final thoughts: Build long-term reputation

Improving your email reputation is both a repair job and a long-term strategy. When you consistently send to clean, verified lists, engage your audience, and follow best practices, email providers trust your domain — and your emails get delivered.

It’s also no longer just good practice — authentication is essential. With tighter requirements from major providers like Google and Yahoo, setting up SPF, DKIM, and DMARC is now a minimum standard for responsible senders.

Ready to clean your list? Start verifying emails with Email Hippo today!

FAQs

How can email sender reputation be improved?
Maintaining a clean email list, using authentication protocols (SPF, DKIM, DMARC), and sending consistently to engaged users are key to improving email sender reputation.

How do I fix my email reputation?
Identify key issues such as bounces, spam complaints, or blacklists, then take corrective action like cleaning your list, authenticating your domain, and improving engagement.

How do I improve my email deliverability?
Improve deliverability by verifying email addresses, authenticating your domain, and sending targeted, relevant content to subscribers who have opted in.

How do I clean my email reputation?
“Cleaning” your email reputation means removing invalid or unengaged contacts, avoiding spam traps, and re-establishing consistent, high-quality sending practices.

How do you build sender reputation?
Build sender reputation by sending to verified, engaged audiences over time with consistent frequency and clear authentication protocols in place.