Ninety-seven percent of the email senders out there have terrible reputations. They aren’t just suspect, they aren’t just a little bit bad … they are in the bottom of the barrel — scoring less than 30 according to our Sender Score Reputation Monitor. Sender Scores less than 30 are highly likely to get blocked by email receivers. Scores higher than 70 are most likely to get delivered — yet not even 1% of mailers make that cut.
So what does this mean for the average commercial emailer? Reputation is the key to inbox delivery. You need to know what your Sender Score is – think of it like your credit score for email. Then you need to actively manage your score to get it as high as you can. The higher the score, the higher the likelihood you’ll make it to the inbox.
When it comes to email deliverability, reputation is the most important element for marketers to work on. It matters more than content, subject lines, and the typical cosmetic fixes that marketers gravitate toward. Sure, content matters for driving response. But it does not make much difference when it comes to blocking and filtering.