Every domain has a reputation score that determines whether your emails land in inboxes or spam.

What Affects Domain Reputation

Positive factors:

  • High open rates
  • Replies to your emails
  • Low bounce rate
  • Proper authentication (SPF/DKIM/DMARC)
  • Consistent sending volume

Negative factors:

  • Spam complaints
  • High bounce rates
  • Spam trap hits
  • Blacklist presence
  • Sudden volume spikes

How to Check Your Reputation

Google Postmaster Tools

For Gmail delivery specifically.

  • Go to [postmaster.google.com](https://postmaster.google.com)
  • Verify your domain
  • Monitor spam rate, authentication, and reputation

Microsoft SNDS

For Outlook/Hotmail.

  • Sign up at [Microsoft SNDS](https://sendersupport.olc.protection.outlook.com/snds/)
  • Add your sending IPs
  • Monitor complaint rates

MXToolbox

Free blacklist check.

  • [mxtoolbox.com/blacklists](https://mxtoolbox.com/blacklists.aspx)
  • Enter your domain
  • Check all major blacklists

Sender Score

Overall reputation score 0-100.

  • [senderscore.org](https://www.senderscore.org)
  • Enter your sending IP
  • Aim for 80+

Improving Bad Reputation

If you're on a blacklist:

  1. Identify the blacklist
  2. Find their removal process
  3. Fix the underlying issue
  4. Request delisting

If spam rates are high:

  1. Clean your list (remove bounces, unsubscribes)
  2. Slow down sending volume
  3. Improve targeting
  4. Make unsubscribe easy

If open rates tanked:

  1. Check authentication
  2. Review recent content changes
  3. Verify you're not in spam folders
  4. Consider warming a new domain

Prevention is Better

Don't wait for problems. Monthly check:

  • Run blacklist scan
  • Review Postmaster Tools
  • Check bounce rates
  • Monitor spam complaints

Catch issues early before they tank your deliverability.