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:
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.
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:
Why it hurts: If users hit “report spam,” your reputation takes a hit — even if your emails are legitimate.
How to fix it:
Why it hurts: ISPs monitor engagement. Low open and click rates suggest recipients don’t want your emails.
How to fix it:
Why it hurts: Sudden spikes in email volume or erratic sending behaviour can trigger spam filters.
How to fix it:
Why it hurts: Without proper email authentication, providers may flag or reject your messages.
How to fix it:
Why it hurts: Being on an email blacklist can block your messages entirely, or push them into spam.
How to fix it:
Why it hurts: These lists often include spam traps, invalid addresses, and unengaged users.
How to fix it:
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!
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.