A score (or set of scores) that mailbox providers assign to your sending domain and IP — drives whether your email reaches the inbox.
Definition
Sender reputation is what Gmail, Outlook, Apple Mail, and Yahoo use to decide whether to deliver, filter to promotions, or junk an inbound email. The score is built from: authentication (SPF/DKIM/DMARC), engagement rates (opens, clicks, replies), spam complaints, hard bounces, and consistency of sending volume.
Reputation lives at two levels: the IP level (the server doing the sending) and the domain level (your sending domain). Klaviyo customers on shared IPs share reputation with other senders on the same IP, which is why list hygiene and engagement matter even more on shared infrastructure.
How Wizel handles it
Wizel surfaces sender reputation issues in plain English — 'your reputation is dropping because you're sending to lapsed contacts' — and proposes a sunset flow to fix it.
Related terms
Email deliverability
Whether your email actually lands in the inbox vs the spam folder, promotions tab, or nowhere at all.
List hygiene
The practice of removing unengaged, bounced, or invalid contacts from your email list to protect deliverability.
Double opt-in
A sign-up flow where the subscriber confirms their email address by clicking a link before being added to the list.
BIMI (Brand Indicators for Message Identification)
A standard that lets verified senders display their logo next to inbox messages — improves trust and open rates.
Last updated 2026-04-30
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