How to Restore Senders’ Reputation?

email deliverability checklist cover
Both salespeople and marketers rely on email to get the word out about the product or service they represent.

They need to get those emails to land in the inboxes of the people who fit their ideal customer profile (ICP).

One of the ways to make sure this happens? Ensure that your email address has a stellar senders’ reputation.

In this blog, we’ll go over what the senders’ reputation is, why it is important, and how to fix it when needed.

Read on!

What Is Senders’ Reputation?

sender reputation infographic
Let’s start with the basics: what do we mean when we say Senders’ Reputation?

Essentially, it is a numerical score between 1 and 100 assigned to the domain and email address that you are using to message your prospects.

The higher you score, the better your reputation is. And the more likely you are to avoid having your email go into the spam box.

Sender reputation is determined by a variety of factors:

  • Level of engagement (opens, responses, complaints, clicks, bounces, unsubscribes)
  • Quality of email content (bold, italics, images, attachments, diction)
  • Quality of email list
  • Sending volume

Amongst others.

If any of these are negative, then your senders’ reputation declines.

What does this mean in practice?

If you are sending out 50-75 emails per day, but receive a response only every 50 emails, whether that is an Out Of Office or a ‘no’ response, that is a low level of engagement. If you can’t interest prospects in opening your email, that lowers it even further. If you have a high level of unsubscribes, it once again decreases.

And the lower your senders’ reputation is, the harder it is for your email to arrive at your prospect's inbox.

Similarly, if you are sending to unverified email addresses, it contaminates your email address and domain. Interacting with addresses that may be suspect or no longer working means you have older data, which will result in a negative reputation.

The content you are sending should also be above reproach: if any part of it is similar to content sent by spammers, it will automatically be filtered out. This includes any use of italics, bold, images, links, or attachments in your email. It may seem counterintuitive, but even signatures should be as simple as possible to avoid the spam filter system from being triggered.

Finally, keeping an eye on the volume of emails you are sending is important.

Most Internet Service Providers (ISPs) have a certain amount of emails you can send in a day. You should find out what yours is and not exceed it, but also you should ramp up your emailing slowly. Starting at 30 to 50 emails and slowly working towards to 100 or more.

Having a separate email address dedicated to your sending that you prepare slowly over time.
Especially if you are aiming to avoid the dreaded spam box.

How to Know If My Emails Are Going to Spam?

You think you’ve checked all of the above, but you are unsure if your emails are still ending up in the spam box.

That’s understandable – most of us doing mass emailing don’t always realize if or when our emails are going to spam.

So how can you check?

You may think that the easiest way to do so would be to email a colleague or trusted friend to see if it ends up in their spam folder. If it doesn’t, you should be good to go!

This is not always the case.

Your friend or colleague may have different settings regarding the reception of potential spam than your prospects, and they may use a different ISP or domain.

We recommend using a tool such as GlockApps to see both your senders’ reputation and if you are hitting spam.

The tool is incredibly useful as it provides lots of inbox insight, including:

  • Senders’ reputation
  • Email authentication
  • If your email is in any blacklist
  • If you are hitting spam filters
  • How often you hit the inbox versus spam
  • Division of hitting spam between different ISPs

By using GlockApps, you can know for certain that it is time to take steps to improve your senders’ reputation and avoid the dreaded spam filter. And you can constantly check to see how your efforts are changing things!

5 Steps to Recover Senders’ Reputation

reputation restore infographic
1. Verify your sending system and DNS settings

The first step is to ensure your email is authenticated via DNS settings.

We’ve written extensively about SPF, DKIM, and DMARC as necessary to authenticate your email address on the blog already.

The reality is without at least one of these methods in use, your email address and domain will always be viewed as suspicious by other ISPs and will never make it to your prospect. Your copy can be amazing, but without these technical details out of the way, useless.

The best authentication is to ensure all three options are in use, but at least one will have a huge effect on your email deliverability and senders’ reputation.

If you’re unsure if yours are set up correctly but don’t want to invest in GlockApps just yet, you can use our free SPF/DKIMG/DMARC checker.

2. Use more than one email address and domain

We mentioned it previously, but having an additional email address in a domain or more than one domain is incredibly useful.

Having a dedicated email address specifically for sending out email campaigns, newsletters or cold outreach is a very effective way to avoid lowering your senders’ reputation and the spam folder.

Your output will be consistent and, if your reputation is ever lowered, you can utilize another address while improving your main one. You can even create email chains between different addresses to seed your reputation for the better.

3. Revise email content for spam trigger words, images, bold, attachments, etc.

You should always revise all email content.

It’s easy to forget, for example, that signatures often have images or links in them, both things you want to avoid when it comes to cold emailing a prospect list. Or that certain words are automatically considered to be spam.

And while your boss may want to include a white paper or study as an attachment in your outreach, you need to help them understand this will only damage your senders’ reputation and send you straight to spam.

A concise email with just enough personalization, demonstrating awareness of the pain points of the prospect, is the way to go.

Keep your copy clean, and you’ll land in the right place.

4. Slow down on sending or pause

Keeping email volume is consistent, but if you’re constantly hitting the spam box, it’s time to slow down or pause. This is typically because ISPs can tell you are sending out a lot of emails at once, but not receiving as many replies.

This identifies you to them as a spammer, even if that is not what you are doing.

Slow down to 30 a day or pause sequences altogether while you are working on fixing your senders’ reputation, either via seeding or using a warm up tool.

5. Utilize an email warm up tool

One of the easiest ways to fix your senders’ reputation is to use a warm up tool such as Warm.
Warm creates email conversations to make your email look busy and reputable. It automates the creation of engagement with the email address you are using for outreach, thereby helping to make it credible to other ISPs.

After all, if your email is sending and receiving responses, it is less likely to be a spammer simply sending out mass emails with malware or other malicious purposes. And you are not a spammer, so warming up your email is absolutely key when fixing senders’ reputation.


Senders’ reputation is an important factor in landing your email in your prospect’s inbox.

Whether you’re sending out cold outreach, newsletters or campaigns, if your address's reputation is not good, you will not see success.

To ensure your reputation is good, make sure to constantly test it. And if you need to fix it, follow the steps outlined above.

If you’re interested in using Warm, make sure to join our launch list!
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