Factors Affecting Email Reputation

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