Though you might not see it in your inbox, there is a lot of bad email being sent every day. Last year alone saw over 600 billion emails from spammers. Faced with this wealth of illegitimate messages, mailbox providers rely on sender reputation to identify the “good” from the “bad,” when determining what email to allow or block from their users’ inboxes. Unfortunately for marketers, each mailbox provider has their own secret sender reputation calculation for incoming mail.
At Return Path by Validity, we’ve created our own reputation calculation system—Sender Score—that evaluates the same reputation criteria that mailbox providers use in their calculations— to give senders a benchmark for how they and their messages are perceived by mailbox providers.
In the 2019 Sender Score Benchmark, we take a look at the impact of reputation and Sender Score on email performance, including:
- The distribution of email volume by Sender Score.
- The impact of complaints, spam traps, and unknown users on reputation
- The average inbox placement rate at Microsoft, AOL, Gmail, and Yahoo by Sender Score
- The average Sender Score and inbox placement rate by industry