What is Sending Score in email marketing?

Email Sending Score is the rating of your email sending reputation using various metrics. A low email sending score means there are higher chances of your email being marked as spam or rejected by Internet service providers (ISP) like Yahoo, Microsoft, etc. 

Factors that affect Email Sender Score 

There are more than 100 factors that Internet service providers (ISP) consider when calculating email sending score. Some of those factors include:  

  • Email complaint rate: How many people mark your emails as spam 
  • Domain and IP Reputation: Has your domain or IP been associated with any spam issues or blacklisted before. 
  • Bounce Rate: The number of emails that are not delivered 
  • Open Rate: The number of people that read emails 
  • Security:  Is your domain secure? 
  • Authentication:  SPF, DKIM and DMARC records setup 
  • Content: Does your email campaign content have spam triggers words 

Email service providers like Mailchimp, Convertkit, Aweber, HubSpot, Agile CRM can have an IP with a good reputation but if your domain reputation is low then no matter which email service provider you use, you will still have a low sending score. Therefore, when switching from one Email Service Provider to another because of email deliverability issues, consider investigating whether your domain is the problem and vice versa.  

Important: There are several third-party tools that you can use to calculate email sending score. However, they are not accurate. They are only good at identifying whether your email campaign content has any spam trigger words. 

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