Not all mail dispatched always finds its way to the recipient’s inbox – up to 22% is never delivered, according to this report from ReturnPath. There are a lot of factors associated with the problem of lack of deliverability; one of them is having a bad sender reputation. It accounts for 44% of all undelivered email (eConsultancy). These are some big numbers, not to be taken lightly.


A bad sending reputation is characterized by having a 20% or below email opening rates. If there is a strong dwindling trend visible overtime, chances are you have fallen victim to a bad email sending reputation.


Fixing this bad sender reputation is crucial if your marketing campaign is to flourish.

The first step is to improve your email list quality. You need to understand third party email lists aren’t worth it. Voluntary subscribers are always more valuable than those bought through third parties.


The quality of your list can be further improved by email address verification. You may want to get in touch with a reputed email verification service. Regular email verification will ensure long term list quality and improvement in sender reputation.

The next factor to tackle is authenticating your sending domain. Authenticated emails are more trustworthy and contribute a big step towards boosting reputation.


Message volume matters. If your campaign has remained static for a long time, let’s say a year, and revives suddenly with vigor, it may earn you a bad reputation. This sudden spike of emails may be seen as spam by recipient servers. Bear in mind this factor when looking at your email trends.


Keep an eye out for accounts with low open-rates. If you have been sending emails for an amount of time to addresses that do not open them, your reputation is at stake. Similarly, a surge in complaints and bounces with low open-rates is a definite warning signal. Try fixing this by providing your audience more relevant and high quality content.

Try to win back your subscriber through a revival campaign. You may also want to send a reconfirmation email, to see if the subscriber still wants to hear from you.


If your wining back efforts are seen to be going in vain, send an email asking if they would like to hear less frequently from you.  However, sometimes you may have to let go of the subscriber to save your sender reputation. Though this will shorten your list, you will have more engaged subscribers; consequently, better sender reputation and favorable ROI.


Cherish the active accounts. Prioritize them by sending more frequent emails because these are your best leads with the highest chances of conversion, thus better reputation.

If your sender reputation is extremely low, as a last resort you may want to consider switching email service providers and start again.

Comply with permission policies and follow the best practices to avoid facing any sender reputation issues.