Domain reputation is the opinion receivers (mailbox providers, anti-spam services) have of your domain, which helps them decide if your messages should make it to a recipient’s inbox or end up in the spam folder. Each receiver has a different opinion, based on things like how your domain has been used in the past and what kind of content you use to promote your products or services.

Increasingly, email service providers (ESPs) are using your What is domain reputation? in their filtering decisions. For example, if your emails frequently get marked as spam by recipients, it will hurt your domain reputation at ESPs that have a high number of spam complaints and may cause future messages to be sent straight to the junk folder.

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To help you improve your domain reputation, we recommend keeping a close eye on your spam complaint rate and making sure to use only permission-based lists and maintain good list hygiene. Also, ensuring that your message content is relevant and useful to your audience will improve your reputation.

There are a few free tools to check your domain reputation, including SenderScore and BarracudaCentral, which will show you a general impression of your reputation. However, for the best results it’s recommended to sign up for the FeedBack Loop (FBL), which is provided by the majority of mailbox providers and ESPs, such as Gmail. This tool will provide you with a full overview of your reputation, including a rating indicating if your domain is green, orange or red, and what the root cause of the problem is.