Listrak has a great visual that explains the top 11 factors that ISPs use to assign a sender reputation.
Click on the image above to access an interactive version of the chart with a roll-over explanation for each of the 11 factors.
The good thing is that senders have control over most of these factors.
It is also interesting to note the shift that has occurred during the last few years from content to bounce rates as a major criteria for determining a senders reputation. It wasn’t too long ago that message content was a more critical factor. That’s not to say that your content doesn’t matter – it’s just that today it matters less than your bounce rates.
Of course, spam reports play a pivotal role in determining your sender reputation. Your recipients are ultimately the judge – and if you’re sending email to people who haven’t asked you for it or who find your message annoying, it can ruin your reputation.
