Factors Affecting Email Reputation
by Bhaskar Sarma
1. IP Reputation
1.1. Double opt-in
1.2. Segmentation/Personalization of emails
1.3. User sunsetting policy
1.4. <0.1% spam complaint rate
1.5. Normal open/click rates
1.6. Consistent delivery speeds
1.7. Inbox Placement Rate
1.8. Gmail Postmaster score
1.9. High returnpath senderscore
2. Domain Reputation
2.1. DKIM/SPF/DMARC implementation
2.2. Return path domain
2.3. From domain
2.4. BIMI implementation
2.5. Presence of domain on blacklists
2.6. Use of sub-domains
2.7. Age and classification of domain
3. Content Reputation
3.1. Image hosting/link tracking domains in email body
3.2. HTML structure and email layout
3.3. Metadata (e.g. alt-text)
3.4. Trigger phrases in email content