Using Sender Score Reputation to Access the Inbox Q&A Continued

Posted by Henry Gutierrez on

Last week we had a great turnout at the webinar, Using Sender Score Reputation to Access the Inbox. We used that time to get into what feeds into a Sender Score and how it affects your inbox placement. We also presented findings from the 2018 Sender Score Benchmark study. Unfortunately, we couldn’t get through all the questions at the end, so we included those and the responses below.

What if one IP address is used by several regions?
It’s a similar answer to the question of shared IP addresses for different senders, which is that all the sending entities will share that IP reputation and sender score.

Which mailbox providers (MBP) currently use sender score to make filtering decisions?
Sender Score is indeed factored in at multiple MBPs, but our partner agreements with them prevent us from disclosing who uses it.

How often do you recommend to check your Sender Score?
Checking at least once a week is ideal. The free access you get on after creating an account also gives you a month-long trend line that is helpful.

Do you have list validation service examples?
Here is a helpful page on what we offer around list validation services.

What options are available to measure/monitor gGmailreputation?
We can easily see from the graphs we presented that Gmail deliverability correlates with your Sender Score, so monitoring that is a great first step. I’d also recommend using a seed list, panel data and also access their free Postmaster tool. All these combined should give you the best insight into how Gmail views your email program.

How to set up feedback loops?
Great question here because of some exciting changes going on currently. The Universal Feedback Loop Service belongs to Return Path, and helps consolidate FBL signups for several providers. Hosting these on our side really helps make senders’ jobs easier but also provides us with more data to help you. You can also visit this blog to see other FBLs that are available outside of the ones that Return Path hosts.

Is it possible to know, from the Sender Score Report, which campaigns specifically triggered the low score? That way, it would be easier to detect gaps in the campaign (be it the HTML or database) and fix it.
From the free data available on, this would be difficult. As mentioned in the webinar, the Reputation Monitor tool is available to clients in the Return Path Platform. This has more of a breakdown of each metric with graphs. Looking for spikes in negative metrics will help you isolate problematic dates, thus allowing you to narrow down what campaign may have caused the issue.  This tool is very frequently used to help clients troubleshoot deliverability issues. So it’s possible with the metrics via our platform, just not the free version.

Hope these were helpful. You can catch the rest of the questions answered at the end of the webinar

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About Henry Gutierrez

Henry is an Email Strategist for Return Path's Professional Service team. His current role includes executing client-specific projects to maximize ROI and deliverability. Overall, he has worked in the email industry for almost 12 years, with experience both as an analyst for an ESP and on AOL's postmaster team.

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