Glossary
Sender reputation
The credit score mailbox providers keep on your domain.
Gmail, Outlook, and friends score sending domains on bounce rates, spam complaints, engagement, and authentication (SPF, DKIM, DMARC). The score decides whether you land in the inbox, the promotions tab, or spam.
Reputation damage compounds: bounces beget spam placement, which begets lower engagement, which begets more spam placement. Prevention is dramatically cheaper than recovery.
In ListFunnel
Cleaning invalid addresses before sends — ListFunnel's validation loop — protects the single asset every email program depends on.
Related terms