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6 Tools for Building a Better Sending Reputation

In one of our previous blog articles, we explored a very interesting topic on how to check your sending reputation. What did not stand out, however, is what exactly we mean by sending reputation.

It’s a lot of gibberish meaning a very simple thing, so don’t get scared.

What is Sending Reputation?

In the current world, anyone can send an email. Likewise, anyone can pretend to be another person/company with the intent of soliciting some private information from you. Take, for example, when you receive an email from a domain address, you instantly assume that the email is from Facebook, the company. However, in real sense, the actual sender could be a stranger behind a desk somewhere in Nigeria trying to gain your private information.

But don’t worry, with the development of the Sender Policy Framework, an extra layer of security has been added. This helps maintain the trustworthiness of emails as a viable form of communication.

Sending reputation, simply put, is how ISPs identify you as a legitimate sender. It can be seen as an authenticity check. It is a check to prove that if your domain address claims that you are Facebook then in actual sense you are Facebook, Not anything/anyone else

How it works

How this works is that every time you send an email campaign, ISPs collect some valuable data that helps clarify whether you are following the proper sending practices or not.

Having a good sending reputation is essential since to some extent, it will determine whether your email goes straight to the inbox, or the Spam folder. Keeping track of your engagement and reputation metrics will help you establish how exactly your email is being received by subscribers.

In this article, we will help you identify some tools that you can use to keep track of your sending reputation.

Tools for Building a Better Sending Reputation

Sender Score measures of your reputation score based on a scale of 0-100. The higher the score the better your reputation rate and hence the higher your email deliverability rate. Numbers are calculated on a rolling 30-day average and illustrate where your IP address ranks against other IP addresses.

Talos Intelligence

Talos Intelligence is a Cisco product. The measures of reputation adopted are either good, neutral or poor. It is through this that you are ranked. Good means there is little or no threat. Neutral means that your IP address or domain is within the acceptable parameters, but may still be filtered or blocked. Poor means that there is a problematic level of threat activity and you are most likely to be filtered or blocked.

Reputation Authority

This is a product by WatchGuard. It helps protect businesses and government organizations from unwanted email and web traffic that contain spam, malware, spyware, malicious code, and phishing attacks. You can look up your IP address or Domain, receive a reputation score from 0-100, and get the percentage of emails that were good versus bad.

Barracuda Central

Barracuda Network provides both IP and domain reputation lookup via their Barracuda Reputation System; a real-time database of IP addresses with “poor” or “good” reputations.

Trusted Source

Trusted Source is a site very similar to but run by McAfee. It provides information on both your domain’s email and web reputations as well as affiliations, domain name system (DNS), and mail server information. It also provides details on the history, activation and associations of your domain.

Google Postmaster Tools

This is a tool offered by Google and is the most essential one if you send a huge volume of emails to Gmail users. Keeping in mind that you have two types of sending reputation scores, this measures your domain reputation. You can use this tool to see if users are marking your emails as spam, why your emails are not being delivered, whether your emails are being sent securely and lastly whether you are following Gmails best practices.


There you have it. Still worried? These are the main tools you can use and trust due to their credibility, privacy and authenticity. If you have concerns on why you are receiving high open rate scores but no real results, then you should consider using one of these tools.

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Eric Mumo

Eric is a Content Creator at Relevon. You'll find him researching, documenting and writing marketing and technical content for Relevon's Blog.