Guide to domain reputation is the opinion receivers- including mailbox providers and anti-spam services-have of your email program. It determines whether your emails get thrown into the spam folder or even rejected completely. Like credit scores, a bad domain reputation can damage your deliverability and make it difficult to communicate with your subscribers.

Mailbox providers and anti-spam services use a number of factors to assess your domain reputation, including spam complaints and email sending volume. However, their criteria is kept private and it’s difficult to find out exactly what factors influence your domain reputation score. In addition to monitoring your domain reputation, it’s important to understand how different email filters operate so that you can optimize your emails for each one.

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To maintain a good sender reputation, you must follow best practices that minimize the negative impact of spam complaints. One way to do this is by implementing double opt-ins, so that new subscribers have to confirm their subscription via an email address before they can receive your emails. This will reduce accidental signups that trigger spam filters and flag your emails as spam. It’s also a good idea to regularly remove inactive subscribers and keep your list clean. Smartlead’s Email Verification feature is a great tool to help you keep your lists clean and ensure that only active and engaged subscribers are receiving your emails.

Another great way to improve your domain reputation is by using tools that allow you to monitor the reputation of your IP addresses and domains. The Google Postmaster tools are a great example of a tool that can provide you with valuable information on your email deliverability.