own reputation, it takes time to build up, so all new email domains are immediately considered suspicious for the first 5 days. Or it could be that your emails have been marked as spam one too many times. “The top email servers (Gmail, Outlook, Zoho) use spam detectors to keep senders and recipients safe from phishing and malicious behaviour. So as a sender, you need to do the best you can to avoid this and make sure your content is not going to be flagged incorrectly.” Marianne Dupuy, Head of Support, Cognism Your email service provider keeps track of how you’re using your domain. Then their algorithm rates it on a scale of 0 to 100. To ensure trust, they’ll check your score and scan your messages. The better your score, the less likely your email will end up rejected or in spam. This means your domain reputation isn’t just one constant - there are thousands of reputations unique to the specific scoring processes of each receiver. Factors considered for your score include: The amount of times your email is marked as spam. How often it’s read. How often it’s deleted without being read. Open rates. Click-through rates. The number of times you get a response. How often it’s forwarded. All the times your emails are marked as “Not Spam”. Hard bounces. The ANYTHING BUT BASIC guide to email marketing / 31