Your sender reputation signals how trustworthy you are to an internet service provider, or ISP. It’s essentially a score that allows each ISP to assess how likely you are who you say you are, and how likely it will be that you’ll send a spam email.
There are two types of sender reputation:
- IP Reputation: An IP address identifies you and your servers. What metrics an ISP has historically seen from you (and your IP address) determines your IP reputation, as it indicates what kind of mail you’re likely to send.
- Domain Reputation: Because email isn’t always sent from just one IP address, this uses your domain to track your reputation, much the same way.
Other aspects include:
- Domain Name System (DNS): Kind of like a telephone book, this matches the domain name to the IP address.
- MX, or Mail Exchange, DNS Record: This is a type of DNS record that specifies where mail from a domain name should be sent. Basically, it shows the host that’s responsible for receiving mail.
- TXT DNS Record: Stores extra information about the domain and can be used for additional authentication.
- Uniform Resource Identifier (URI): Domain plus additional information about the server, basically identifying a resource by its access point.
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