Pardot Knowledge Base

Email Reputation and Deliverability Overview

Last Updated: Aug 30, 2016 | Print this Article
Email deliverability and reputation is a big deal here at Pardot. Here, we've compiled a list of our most popular articles and topics to help you stay compliant and keep your email deliverability within industry standards. If you're new to email reputation and deliverability, check out our glossary here to help you get familiar with the terms. You can also check out our video series here to get started.


Pardot allows you to send emails from your actual domain, rather than dummy domains that are typically used by email service providers. We do this by authenticating through the two most commonly accepted standards: Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM). The major ISPs and many corporate spam filters check for one or more of these types of authentication when determining whether or not to allow emails to a recipient’s inbox.
Email Authentication Overview: This article will give you an overview of what email authentication is all about.
Adding SPF and DomainKeys To Your DNS: This article walks you through setting up your email authentication. Sending Emails from More than One Domain: This article provides a basic overview of how and when to send emails from more than one domain.

List Hygiene

Have you been wondering what Pardot’s permission-based marketing policy means for you and your lists? Spoiler alert: it all comes down to obtaining explicit permission to email your prospects. Keeping your lists clean and prospects engaged will help your deliverability. These articles will help you build and maintain clean, opted-in lists:

Permission-Based Marketing Policy: This is Pardot's permission-based marketing policy. It states that you cannot use Pardot to send unsolicited bulk emails.
List Compliance FAQ: This article explains whether lists obtained in several different scenarios are compliant with our permission-based marketing policy.
How to keep your lists sparkling clean: This blog post gives several compelling reasons to keep your email lists clean and lists some great resources for cleaning them.
Performing a Permission Pass: This article walks you through sending a one-time email to outdated email lists to reconfirm permission to email.
Forms are great, but confirmed opt-in is better: This blog post explains what a confirmed opt-in is, and why you should use them.
Setting up a Confirmed Opt-In Process: This article walks you through setting up a confirmed opt-in process that helps you create and maintain 100% opted-in lists.
Database Hygiene FAQ: Good database hygiene helps you connect with the most engaged prospects, protects your sending reputation, and may help increase your ROI. This article gives you a few different strategies for maintaining a clean database.


When you send an email, a certain percentage of your distribution list may never receive your message as a result of technical issues on their mail server’s end. It's important to monitor your bounce rates because it can have a negative effect on your deliverability. These articles will help explain bounces and how to manage them effectively:
Bounce Management Overview: This article gives you an overview of what bounces are, and how Pardot handles them.
Bounce Code FAQ: This article gives a comprehensive overview of the most common bounce codes and where to find more information about bounce codes for popular email services.
How to View Bounce Reports: Stay on top of your email bounces by checking your bounce reports regularly. This article walks you through checking email bounces.

Protecting your IP's reputation

Your IP's sending reputation has an important impact on your email deliverability. In addition to maintaining clean lists and managing your bounces, you'll want to protect your IP's reputation. These articles can help get you started: Sender Score FAQ: Your Sender Score is a grade of how reputable an outgoing email server is. This article gives an in-depth explanation of what your score means and how to maintain a good one.
How to warm up your IP address: If you're sending from a new IP address, you'll want to gradually increase your sending volume to establish yourself as a legitimate email sender. This article will walk you through "warming up" your IP address.
Blacklisting Blog Series: This great three-part blog series walks you through what blacklisting is, how you end up being blacklisted, and how to get removed from a blacklist. Be sure to read Part 1, Part 2, and Part 3.  

Need more? Start a conversation with other Pardot users in our Success Community