Email reputation score is that an ISP(Internet Service Provider) assigns to an organization that sends email. It’s an important factor of your email deliverability. The higher the score, the more likely an ISP will deliver emails to the inbox of recipient. If the score falls below a range, the ISP may send messages to recipients’ spam folders or even reject them.

The email reputation score can be increased by the following methods:

1. Establishing a subdomain to send email

Register a subdomain and use it only for email activity.  Subscribers will begin to recognize and trust your email subdomain and will hopefully mark your emails as not spam if your emails end up in the spam folder.

Assign a dedicated IP address for your email subdomain. This can reset your IP reputation (but not the domain reputation). It leads to being starting with a fresh IP address reputation.

2. Setup email authentication protocols

An email authentication protocol is used for email servers to verify that the emails are not malicious or spam. SPF, DKIM, and DMARC are authentication protocols.


SPF authentication helps to verify that the email sender is actually who they claim to be. It’s a sender identity verification. The server can cross check the domain name against the associated IP address to make sure that it is legitimate. If you don’t have an SPF in place, your emails might be rejected.


DKIM authentication helps to verify that emails are not altered during transmission. DKIM helps to protect people from man-in-the-middle attacks and other malicious emails that involve changing emails as they travel from the sender to the recipient.


DMARC authentication tells receiving mail servers that the emails should be authenticated. That way mailbox providers know which authentication protocols should be present. If an authentication standard is missing, mail servers know the email isn’t real.

3. Check your sender reputation

The most reason why emails are not delivered is due to a low sender score. ISPs automatically reject any emails that fall below a threshold. Sender Score is produced by Return Path. Sender Score assigns a number to every outgoing mail server.

4. Check feedback loops

Most email providers provide a feedback header that gives you some information about why emails weren’t placed in the inbox. Check this header to get information about the cause of deliverability issues. It may be a technical issue that’s easy to correct, rather than a sender reputation issue. This will help you to point out the problem and avoid sending more emails that could damage your sender reputation.
Also, the feedback loop will tell you if you have a bad sender reputation with a particular email provider. Most major ISPs provide feedback loops in which the email sender can gain information from the recipients who have complained about that sender’s email. These are called Complaint Feedback Loops or FBLs.
Yahoo, AOL, and Microsoft make it easy to get this information. Gmail allows users to set a Feedback Loop header that does not use the traditional ARF format of most FBLs. Only ESPs (email service providers) are allowed entry into Gmail’s FBL program.

5. Use branding in your from name.

Using your brand’s name in your from line will help to reduce spam complaints. It’s also been proven to improve open rates. Increasingly, some companies use a front person, an individual, to head up their email marketing in order to give it a more personal feel. You can still use this approach. Just add “from [business name]” after the individual’s name.

6. IP address warm-up

If you get a new IP address, it has no reputation. If you start sending lots of emails from a new IP, it looks like spammy email behavior.

The solution to this problem is to ramp-up the volume of email send over the course of a couple of weeks. Start with 100 emails and increase your daily outgoing emails incrementally each day until you hit your maximum number of sends each day.

7. Quality control your email lists

Spammers send emails to any email address they get. That’s why sending emails to invalid email addresses, misspelled emails, disposable emails, spam traps, and other unusable email addresses will negatively impact your email deliverability.

8. Use a double opt-in to reduce unsubscribe rates

Unsubscribe rates look bad to email service providers because it indicates that you’re sending emails that people don’t want.

Use a double opt-in to screen new subscribers. It reduces unsubscribes by discouraging people from subscribing just to get your lead magnet and immediately unsubscribe.

The double opt-in process requires new subscribers to opt-in to email list twice:

  1. Entering their email address on your email collection form is the first opt-in.
  2. Clicking the link in the confirmation email is the second opt-in.

9. Send only transactional emails from your email subdomain

If your reputation improves and your emails eventually stop going to spam folders, you can start sending marketing emails from your email subdomain.

The goal is to send your marketing emails from one IP address and your transactional emails from a separate IP address. That way, even if you make some deliverability mistakes in your marketing email program, your transactional emails will still make it to the inbox.

Certain Tools to check send reputation of Email are:


2. Barracuda Central

3. Trusted Source

4. Google Postmaster Tools

5. Microsoft SNDS


Hope you have understood how an Email reputation score can be increased. The high reputation of Email leads to high deliverability of your Email