Reputation is the running judgement email providers make about whether messages from your domain are wanted. It is built slowly and lost quickly, and no platform can rebuild it on your behalf.
What helps
- Valid SPF, DKIM and DMARC on the domain you send from.
- A consistent sending volume rather than long silences broken by bursts.
- Content people engage with — replies and clicks are positive signals.
- A low bounce rate, which the platform maintains for you through suppression.
- An obvious, working unsubscribe. It is far better than a spam complaint.
What harms it
- Spam complaints. A handful matter more than thousands of ignored emails.
- High bounce rates, which suggest the sender does not know who they are emailing.
- Sudden volume spikes from a domain with no sending history.
- Misleading subject lines that get the message opened and then resented.
- Trying to evade filters. Providers detect it, and the penalty is severe.
What the platform does
- Suppresses hard-bounced and complaining addresses immediately and permanently.
- Applies the 180-day no-repeat rule so you do not contact the same person repeatedly.
- Adds one-click unsubscribe headers, which providers surface as a native control.
- Monitors bounce rate per mailbox and flags a mailbox as degraded before it becomes a problem.
- Pauses sending from a mailbox that crosses the configured bounce threshold.
- Respects your provider’s limits at all times.
What the platform will not do
It will not rotate mailboxes to get around a provider restriction, treat aliases as additional sending capacity, or attempt to evade a spam filter. Those techniques work briefly and then cost you the domain.