Email reputation and trust scoring is the score that Internet Service Providers (ISPs) like Gmail and Outlook use to determine whether your emails go directly to the inbox or straight to the spam folder. It’s based on hundreds of different signals, including past sending patterns and engagement rates, spam complaints, hard bounces, and the rate at which people hit the “Mark as Spam” button.

If you don’t treat your reputation with the care it deserves, ISPs will start to doubt your ability to deliver quality email campaigns to their users’ inboxes. That’s why it’s so important to consistently show them that you’re a trustworthy sender who people genuinely want to receive your messages.

The best way to do that is by following a few simple email deliverability best practices. These strategies will help you increase your sender score and keep your messages in the inbox where they belong.

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Check out our complete guide to email reputation and trust scoring to learn more about how your score is calculated, how to check it, and how to improve it. Or, take a look at the top tools that will give you an in-depth report card from your mailbox providers, like Microsoft Smart Network Data Services (SNDS) or Email Authentication Results (EARES). They’ll show you critical information, like complaint rates and how often you’re hitting spam traps, so you can quickly identify any issues before they become too big of a problem.