Sender Reputation Biggest Factor In Email Deliverability

ReturnPath released a new research brief that found Sender Reputation drives email blocking and filtering. Here is a break down on the causes of email deliverability that ReturnPath found.

• 77% - Sending IP's Repuation
• 17% - Email Content
• 6% - Domains in the email content

The take away here is that the biggest factor regarding deliverability is how ISPs look at the IP address that is sending the email. They are taking into consideration such factors as email volume, whether the server is authenticated, list quality, complaint rates, spam trap hits and listings on public blacklists and whitelists.