What is the Sender Score?

An email marketing term that refers to a reputation rating from 0 to 100 for every outgoing mail server IP address. Mail servers will check your Sender Score before deciding what to do with your emails. A score of over 90 is good.


Suppose a marketing company regularly sends promotional emails to its subscribers. The company monitors its Sender Score to ensure that its emails are delivered successfully and do not end up in recipients’ spam folders.

Suppose the company maintains a high Sender Score (e.g., above 90). In that case, it indicates that its email-sending practices are reputable, and mailbox providers are likelier to deliver their emails to recipients’ inboxes. As a result, the company’s email marketing campaigns are more effective in reaching their target audience.

However, if the company’s Sender Score drops (e.g., below 70), it may indicate issues such as high spam complaints, low engagement rates, or sending emails to inactive or outdated email addresses. In such cases, mailbox providers may be more likely to filter the company’s emails as spam or deliver them to recipients’ spam folders, reducing the effectiveness of its email marketing efforts.

By monitoring and maintaining a high Sender Score, the marketing company can improve email deliverability, engagement rates, and overall marketing performance.

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