Email Marketing terms

Sender Score

A rating from 0 to 100 that evaluates the reputation of an email sender's IP address.

What is a sender score in email marketing?

Sender Score in email marketing is a metric used to determine the reputation of an email sender's IP address. It's a grading system that ranges from 0 to 100, with 100 being the best possible score. This score is calculated by Return Path, an email service company, and is based on various factors such as complaint rates, unknown user rates, spam traps, and other email sending behaviors.

A high Sender Score indicates that most email servers will likely accept the emails sent from the IP address, while a low score suggests that emails may be blocked or filtered into spam folders. Therefore, maintaining a good Sender Score is crucial for businesses to ensure their email marketing campaigns reach their intended recipients and are not marked as spam.

How is sender score calculated in email marketing?

Sender Score is calculated by Return Path, an email service company, and it's a measure of your reputation as an email sender. It's a number between 0 and 100 that identifies your sender reputation and shows how mailbox providers view your IP address. The higher your score, the better your reputation and the higher your email deliverability rate is.

The calculation of the sender score is based on several factors. These include complaint rates, unknown user rates, spam traps, sending to unengaged users, industry blacklists, and more. Each of these factors is tracked, measured, and combined to form the sender score. For instance, if you have a high complaint rate, your sender score will decrease. On the other hand, if you have a low complaint rate and you're not on any blacklists, your sender score will increase.

Why is sender score important in email marketing?

Sender score is crucial in email marketing as it directly impacts the deliverability of your emails. It is a numerical value, ranging from 0 to 100, assigned to outgoing mail servers. This score is used by email providers to determine the credibility of an email sender. A high sender score means most emails will land in the inbox, while a low score could lead to emails being marked as spam or not delivered at all.

The sender score is determined by various factors such as the number of complaints, the volume of sent emails, the number of bounced emails, and the number of spam traps hit. Therefore, maintaining a high sender score is essential for successful email marketing campaigns. It ensures that your emails reach your target audience, thereby increasing the chances of customer engagement and conversion.

How can I improve my sender score in email marketing?

Improving your sender score in email marketing involves several strategies. First, ensure that your email list is clean and updated. This means removing any inactive or invalid email addresses, as these can lead to bounces that negatively impact your sender score. Also, make sure you're only sending emails to people who have opted in to receive them. Sending unsolicited emails can lead to spam complaints, which can also lower your sender score.

Second, focus on creating high-quality content that your recipients will find valuable. If your emails are engaging and relevant, recipients are less likely to mark them as spam or ignore them, both of which can hurt your sender score. Monitor your email metrics closely, such as open rates and click-through rates, to understand what type of content resonates with your audience. Lastly, consider using a reputable email service provider. These providers often have relationships with ISPs and can help ensure your emails are delivered successfully.

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