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Email sender Score

What is email sender score?

Email sender score is a measure of the reputation of an email sender, based on the quality of their email campaigns. It is calculated by analyzing the sender's email sending practices, such as bounce rates, spam complaints, and other metrics. A higher score indicates a better reputation and a higher likelihood of successful email delivery.

Why is email sender score important?

A sender score is important because it can affect the deliverability of your emails, as well as the overall success of your email marketing efforts. If your sender score is low, your emails are more likely to be filtered into the spam folder, which can result in lower open and click-through rates, and ultimately lower conversions.

To improve your sender score, you should follow best practices for email marketing, such as:

  1. Maintaining a clean email list: Only send emails to people who have explicitly opted-in to receive them.
  2. Improving email engagement: Encourage your recipients to open, click, and reply to your emails.
  3. Monitoring your sending reputation: Regularly monitor your sender score and take steps to address any issues that may be affecting it.
  4. Avoiding spam triggers: Be mindful of the content of your emails and avoid using words or phrases that are commonly associated with spam.

By focusing on these factors, you can improve your sender score, increase the deliverability of your emails, and achieve better results from your email marketing efforts.

How can I use email sender score?

Here are some ways to use email sender score:

  1. Monitor your score: Regularly check your sender score to ensure that it remains high and to identify any issues that may be affecting it. You can use tools such as or to check your score.
  2. Improve deliverability: A low sender score can result in lower email deliverability, so it's important to take steps to improve your score. This might include improving the quality of your email list, reducing the number of bounced emails, and avoiding sending emails to unengaged recipients.
  3. Monitor your sending reputation: Keeping track of your sender score is just one aspect of monitoring your sending reputation. You should also pay attention to your complaint rate, bounce rate, and other metrics that may impact your sender score.
  4. Identify problems: If your sender score drops suddenly, it may indicate a problem with your email marketing practices. By monitoring your score, you can quickly identify and address any issues that may be affecting your deliverability.
  5. Optimize your email campaigns: A high sender score can improve the deliverability of your emails, which can result in higher open rates, click-through rates, and conversions. By focusing on maintaining a high sender score, you can optimize your email campaigns for better results.

Overall, using email sender score can help you improve the deliverability of your emails, achieve better results from your email marketing efforts, and maintain a positive reputation as an email sender.

Brief history of email sender score

The concept of email sender score has been around since the early days of email marketing. As email marketing grew in popularity, ISPs (Internet Service Providers) began using various metrics to determine the reputation of email senders and whether to deliver their emails to the inbox or send them to the spam folder.

One of the earliest companies to offer sender score was Return Path, which was founded in 1999. Return Path offered a sender score service that analyzed data from ISPs to determine the reputation of email senders. Over time, other companies began offering similar services, and the concept of sender score became widely recognized as a key factor in email deliverability.

In recent years, the use of sender score has become increasingly important as ISPs have become more sophisticated in their efforts to combat spam. With the rise of email marketing automation, the need for a reliable measure of sender reputation has become even more critical, as marketers seek to ensure that their emails are delivered to the inbox and not filtered into the spam folder.

Today, sender score is widely recognized as a critical factor in the success of email marketing campaigns, and is used by marketers and ISPs alike to measure the reputation of email senders and determine the likelihood of their emails being delivered to the inbox.

Related Terms

Email newsletter

Email Unsubscribe

Transactional emails

Email single opt in