Pardot Knowledge Base

Sender Score FAQ

Last Updated: Nov 29, 2017 | Print this Article

What is Sender Score?

Sender Score, a service of Return Path, grades the reputation of outgoing mail servers on a scale of 0 to 100. The higher the score, the more trustworthy the sender. Mail servers often check your Sender Score before deciding what to do with your emails -- if your score is low, your emails are more likely to end up in junk or bulk folders, or be blocked altogether.

How is my Sender Score calculated?

Generally, your Sender Score is calculated on a rolling 30-day average. Return Path collects data from millions of mailboxes and uses an algorithm that compares your IP address metrics to metrics important to email providers. You'll be graded and compared based on things like spam complaints, sending volume, presence on public blacklists, and rejections.

How does my Sender Score and IP reputation affect deliverability?

Your Sender Score can affect your deliverability in a few ways. Senders with scores below 70 generally have emails coming from their IP aggressively filtered -- your emails are more likely to end up in junk folders. Senders with scores above 70 generally have filtering applied to individual emails and campaigns, rather than their IP address.  Having a high score doesn't necessarily mean that your emails will be filtered in the same way by each email provider -- one provider might filter your emails less aggressively, but may not have any effect on filtering by another provider.

What is a good score?

Scores range from 0 to 100. A score of 90 or higher is generally considered good. Anything between 50 and 80 needs work -- you're doing something that's hurting your score. Most email providers see senders with scores below 50 as spammers, so if your score is that low, you need to make major changes in your sending practices.

How do I improve my Sender Score?

There are several things you can do to improve and maintain a good Sender Score. Maintaining consistent sending volumes and schedules, staying off blacklists, and warming your IP address are all great ways to keep your Sender Score healthy.

Need more? Start a conversation with other Pardot users in the Trailblazer Community