Damaged Email Reputation: How To Fix And Restore

July 4, 2022

Do you know, 94% of malware is delivered via email (99 Firms). Email marketing is one of the most effective ways to reach potential customers and grow sales. However, if you have a damaged email reputation, it can ruin your chances of success.

In order to recover your damaged email sender reputation, you need to identify the symptoms and then take steps to fix the problem. This article will show you how to do that. Also provide some tips on how to avoid spam filters and maintain a strong email reputation going forward.

Symptoms of a damaged email reputation include:

  • Your marketing emails are bouncing back more often than usual
  • You're not receiving as many responses to your emails
  • Your open rates are declining
  • You're being marked as spam more frequently

What Is An Email Reputation?

Damaged email reputation can be a big issue for both individuals and businesses. It can result in marketing emails not being delivered, or landing in spam folders. A damaged email reputation can be caused by a number of things, including spamming, using a hacked account to send spam, or bounced back emails.

Once an email reputation is damaged, it can be difficult to repair. The best way to avoid damaging your email sender reputation is to always follow best practices, such as using a double opt-in process, keeping your list clean and updated, and avoiding known spam traps. By taking these steps, you can help ensure that your marketing emails are always delivered and your reputation remains intact.

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What Is A Good Sender Score?

Sender score is a measure of the quality of an email sender's reputation. A good sender score is one that is above 80. This means that the sender is considered to be a trustworthy source of email and is less likely to have their messages marked as spam.

Sender scores are calculated based on a number of factors, including the number of messages sent, the number of complaints received, and the number of times messages have been marked as spam. A sender with a high score is more likely to have their messages delivered to inboxes, while a sender with a low score is more likely to have their messages blocked or sent to spam folders.

Although sender score is not the only factor that determines whether an email will be delivered, it is a good indicator of the quality of an email sender's reputation.

What Is Spam Filter?

A spam filter is an email filtering that detects and block spam messages. Spam filters work by scanning incoming messages. It searches for certain characteristics that are common in spam messages, such as specific keywords, suspicious sender addresses, and unusual formatting.

When a spam message is detected, it is usually either blocked outright or sent to a separate inbox. While spam filters are very effective at reducing the amount of spam that users receive. But they are not perfect, and sometimes legitimate messages can be caught by mistake. In addition, some users may choose to disable their spam filters altogether, which can lead to damaged email reputation.

About 150 billion spam emails are sent and received daily. (99 Firms)

How Do Spam Filters Work?

Most spam filters use a variety of criteria to decide if an incoming email should be flagged as "spam". For this, scanning each message and assigning points depending on its content determines whether it passes through or remains in the filter and decide the number of damaged email reputation.

Scoring can differ from server to server. There are several distinct types of email filters.

  • Filters scan email and subject lines for suspicious terms.
  • The Bayesian filters learn and adapt based on the user's spam preferences.
  • You can apply text-based filters to search results based on your preferences and existing rules.
  • The sender must be pre-approved by the recipient before he or she may utilize a permission filter.
  • To protect yourself against robots, use challenge-response filters. These ask the sender to input a code that allows them to send the message.
  • If an known spammer sends an email, filters on the blacklist block them.

Different organizations have various requirements for email filtering solutions. Some want a hosted or "cloud" solution, while others desire an on-premise device or software that works with the user's email client to implement filtering.

In general, spam filters consider a variety of indications while evaluating and assessing incoming emails, as follows:

  • The sender's IPs reputation
  • The subject line's content
  • The email's content
  • The limited number of links, images, or other rich media in the email.
  • The user's response to the email

If your emails appear as “spammy” or potentially harmful, spam filters will stop your emails to land in your user's email inbox.

Fortunately, there are several ways you can improve and optimize your emails and avoid spam filters altogether.

Photographer: Visual Generation Inc.

22 Proven Methods On How To Avoid Spam Filters

1. Trusted Email Service Provider

You should choose an Email Service Provider (ESP) that will protect you from spam filters. A trustworthy ESPs make sure their users don't get spammed by others, so they offer reliable services in order to provide this protection! By this you can save your damaged email sender reputation in the first place.

Gmail or Hotmail are great examples since both have paid attention to quality and checked addresses while protecting clients' inboxes with secure networking. Both of the tools use Dual Certificate wiser technology which helps fight against viruses/malware attacks.

2. Verify Your Domain

Authenticating your email makes you more trustworthy (due to spammer restraint): thus, the likelihood emails sent on your behalf will reach their destination will increase.

The following three records are required to authenticate your domain:

  • Spammers cannot send emails from your domain if you use SPF (Send Policy Framework) - to keep them at bay.
  • The Domain Message Authentication (DKIM) prevents email spoofing by anyone who has malevolent intent.
  • SPF and DKIM are both essential for email addresses. The Domain-based Message Authentication, Reporting & Conformance (DMARC) protocol protects a valid authentication of the SPF and DKIM of an email address.

3. Write Straight To The Point

Spam filters may consider lengthy emails as spams. In addition, recipients don't like to read through extensive essays that take minutes; instead try making short sentences (such as paragraphs) in order keep their attention while still providing valuable information!

Moreover, your recipient might not be interested reading lengthy emails. Thus, this might result in damaged email reputation. So it is better is you approach with straight forward message with short ones.

4. Do Not Write "Triggering" Words

Spam filters do not distinguish between good and bad messages. An email ends up in the spam folder if it contains spammy words like "free", or “$$$”.

The tone of voice should remain confident but also engaging so readers stay longer on page.

5. Avoid Too Many Pictures

Images in emails can be risky, especially if you're sending someone a large file. Spam filters might assume that the picture contains unwanted or harmful content and block your email from reaching its destination!

To avoid this problem use pictures minimally while still making sure they serve their intended purpose of enhancing engagement with senders by providing additional height-to-weight ratio cues (elevating importance).

6. Try Adding Alt Text

Images are powerful. They can make or break your email marketing campaign, but if you're not careful about the types of images that get through to a recipient then they could negatively impact their inbox experience and even worse - stop them from opening all future emails altogether!

To ensure people see what's relevant in an image-blocked mailbox (especially with collocation buttons), add alt text descriptions for these pictures so readers know how exactly we meant business when clicking on those links/buttons within our message body itself

7. Skip Adding Attachments

Spam filter may consider huge attachments in emails as a risk. In addition, attachments increase the size and loading time of your email making an unpleasant impression over your recipient. This might end up frustrating them because their computer takes too long or refuses altogether!

To avoid this problem we recommend providing links instead so that people can view files directly from where they are located without any hassle on either end; plus these techniques will help improve user engagement rates since clicking through results faster than opening up separate programs such as Microsoft Office Excel documents (.xls).

8. Try Skipping Rich Media

Embedded videos, flash and JavaScript can cause many technical problems when implemented to the content of an email. Generally speaking any rich media is not recommended for use within emails. Many clients won't allow you display anything besides text or simple images. So it's best if these types buttons lead your readers into something else instead!

9. Do Not Write All Caps Or Exclamation Points

You should always write subject lines, titles or even actual content without any all-caps words and limit the number of exclamation points to a minimum. This will help you avoid looking spammy while still being engaging enough for your recipients!

10. Avoid Grammatical Mistakes

When you send an email, it is important that the text of your message aligns with professional standards. If readers notice any mistakes in grammar or spelling throughout a thread then they may be less inclined to take what's being said seriously and instead block their inboxes from receiving future messages sent by this person/company .

Minor errors aren't usually seen as major red flags. But poorly written emails can make people question whether there’s anything worthwhile inside those lines at all!

11. Use Less Amount Of Links

Spam filters may consider a high number of links as "risk" since many email blacklists use huge amount of links in emails.

The two most important reasons to restrict the number of links in your emails are:

  • Many spammers like to distribute a large number of malicious links throughout an email's content (which will immediately trigger spam filters).
  • Users can quickly figure out where they should click on by using email subject lines that direct them to the intended destination (e.g., "Click here").

So it is better not to use links unless it is necessary or mandatory. To fix your damaged email reputation using less links is a great option.

12. An Unsubscribe Link Is Mandatory

It's a good idea to include an unsubscribe link with every email that you send. This way, if the recipient doesn't want anymore emails from you they can easily remove themselves off of your list without any hassle or difficultly whatsoever!

13. Stick To One Font Color

Some spammers use a variety of fonts and colors to make their messages less legible. If you want your email read, it's best not do so by using this technique!

When designing your email, it is important to keep in mind what will be seen by both the recipient and any spam filters. If you use fonts that have complicated outlines or vary significantly from uniform sizes, this could prevent emails reaching their destination on time!

14. Write Your Prospects Name In The "To:" Section

It's important to include the name of whoever you're writing an email for in your "To" field because it tells spam filters that this person is someone special. In other words, their messages will be tailored especially towards them and personalized with details specific only between us!

Furthermore when we personalize our emails by including people’s names instead generic terms like “friend," or phrases such as 'I hope everything goes smoothly,' there are two additional positive engagement signals which increase both open rates AND click through rates -- making sure those crucial few seconds were spent well

15. Write Your Name In The “From” Line

The “From” line is an important part of your email because it tells the recipient how to recognize you. Including your name in this field will increase their likelihood that they'll open and read what's inside! As such, if someone recognizes who sent them something then there goes any chance at being classified as spam by ending up in folders with names like "spam" or “unrelated."

This means including personal details when composing messages so others know exactly where these come from - which also increases reliability overall since we're not trying too hard just get attention anymore but rather seem genuine.

16. Get In Contact With A Third-Party Accreditation

Third-party companies that provide this “certification of trust” have established strong relationships with Internet Service Providers (ISPs) and guarantee that a given email sender can be listed as an accredited user.

In order to obtain third party accreditation, you need prove your legitimacy by providing compelling proof such as identity documents or company registration before paying fees for services which come at discounted rates when compared against those charged without certification from these bodies.

17. Skip Dynamic IP Address

Spam filters may consider a dynamic IP address to be a warning flag, since it may indicate that there are more people who can send emails (and possibly spam recipients) from the same IP.

You are not in control over your IP's reputation if you use a dynamic IP address for email marketing. There's a greater chance that someone will abuse your IP for spamming purposes, which can lead to your emails being labeled as spam and lead into damaged email sender reputation.

As a result, using a dedicated IP address rather than an email account's generic IP address is preferable - an IP address that may be used and controlled just by you and no one else.

18. Your IP Address Reputation Matters

The IP address's reputation is a significant element in email deliverability. ESP may prevent delivering your emails before they can be assessed by spam filters if you're sending them from a new IP address or one with an especially bad reputation (e.g., due to previous spamming).

You should regularly check your IP address reputation and use tools like Warmbase to improve and keep the "health" of your domain over time.

Warmbase helps you with:

  • Automated emails are being sent and received.
  • Pulling up spam emails from the spam folder automatically.
  • Emails directly land to inbox instead of spam or junk folder Automatic.
  • Warm-Up saves your time, energy and efforts. Increase your email deliverability & reputation getting more sales.

19. Never Buy Email Lists

If you wish to save your damaged email reputation then never buy an email list. It's a really bad idea to purchase and use email lists for any of your campaigns. The people on these lists usually do not provide value, which means that you'll increase the chance that spam reports will go through (and get blocked) as well!

20. Try Using Double Opt-In

A double opt-in subscription method is when the email recipient is prompted to click on a confirmation link in a follow-up message after signing up for your email list.

This method has 2 benefits:

  • It draws in a lot of valuable consumers - those who sign up via this method truly want to hear from you again.
  • This can assist you avoid spam filters by letting the email recipient indicate that he wants to read your emails (and should therefore not end up in the spam folder).

21. Keep A Clean Email lists

Many email marketers use a technique called "unsubscribing" to encourage people who have previously opted into their list to remove it. If you do not update your email list, you may eventually gather inactive subscribers, expired email addresses, or simply uninterested users who will not open any of your emails at all. This is one smart move to help you fix your damaged email reputation.

An outdated email list can cause various problems such as:

  • Spam complaints - Negative feedback from people who aren't interested in your emails can be harmful to your account in the long run.
  • There's also a possibility that your bounce rate will rise. Internet Service Providers may stop delivering your emails to other functional accounts if you have a lot of expired addresses on your email list.

As a result, you should always update and "clean" your email lists of any addresses that don't provide any value or are no longer active.

22. Test Your Emails Before Sending

You should always test your emails before sending them to the email recipients.

There are many useful tools that can help you test and evaluate the quality of your email content and check whether or not it will be blocked by spam filters.

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How To Tell If You Have A Bad Sending Reputation

A good sending reputation is crucial for successful email marketing, so it's important to keep an eye on it. Here are a few signs that you may have a damaged email reputation:

- You're not reaching the Inbox like you used to.

- Your open rates and click-through rates have decreased.

- You're getting more spam reports and unsubscribes than usual.

- You're receiving more bounce backs than usual.

If you notice any of these warning signs, it's time to take action to improve your sending reputation.


In this article, we have shown how to fix damaged email reputation. Thus you need to identify the reasons and work on them. In general, the reputation is damaged for improper content, wrong recipient selection, and increasing bounce rate.

To fix them, you should prepare an accurate contact list and content. Besides, you should establish an email reputation by email warm-up. Let’s sign up on Warmbase to boost your email deliverability. And achieve the highest sales success through email marketing.

Jessica is a professional writer who has been working in the field for three years. She predominately works as a ghostwriter and takes great pride in helping other people share their stories. Jessica loves to read, and her favorite genre is science fiction. She also enjoys spending time with her husband and dog, both of whom are the light of her life.
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