How to Monitor and Maintain Your Domain Reputation?

monitor and maintain your domain reputation

It goes without saying that running an online business is not the easiest thing in the world. You may already know that a domain reputation check plays a crucial role in determining how likely people are to visit your website. But were you aware of the fact that domain reputation is also a vital aspect that determines the ranking of your website?

Search engines get hold of domain reputation to measure how credible and authoritative your website is perceived by several other websites on the internet. Domain reputation lookup is a crucial aspect that helps determine your business’s success. Read on to learn more about How to Monitor & Maintain Domain Reputation.

Maintain Domain Reputation Efficiently

The website’s reputation lookup depends upon various factors. The performance of email-based marketing and advertising campaigns does not end with designing a robust email campaign, the email reputation check plays a vital role in its consistent success.  

The domain reputation for email plays a crucial role in determining whether your email finds a space in the inbox or lands in the spam folder. It is similar to the loan credit score in banking. You have a greater chance of getting your loan approved by the bank if you have a higher credit score.

Let’s go through the test email domain reputation management and learn the concept in detail through this blog.

What is the Meaning of Domain Reputation?

The reputation of domain is also known as a sender reputation or an email reputation. It is a score assigned to domains by Internet Service Providers (ISPs) in order to evaluate the safety of a message prior to letting it through to the recipient. Domain mail reputation is one of the crucial factors that ISPs and spam folders pay minute attention to during making a decision if the incoming mail is secure or not.    

If the domain reputation check is positive, then the email has a higher chance to pass the domain through. If the domain reputation lookup is less than average, then it is more likely to end up in the spam folder of the user.    

Maintaining domain reputation can be a daunting task. It is similar to maintaining a credit score. The email service provider calculates your domain reputation on a scale from 0 to 100. On the basis of this email, reputation checks your email server gets more or fewer emails.  

However, the mailbox providers do not just analyze domain reputation for email but also take various other factors into consideration. They allocate reputation to your sending IP address. In the email deliverability process, the mailbox provider uses domain reputation to determine if the email makes it to the inbox or not.  

The major issue arises because your domain does not just have one reputation out there, each receiver tests email domain reputation differently. The process is similar to how we have different perceptions of the same person in real life.

Read this:

How Does Email Server Reputation Work?

By now, you already know that your domain reputation is measured on a scale from 0 to 100, on the basis of which the perception is created. Let’s have a look at the ways by which internet service providers calculate this number. Let’s look into the factors that affect the reputation of the domain.   

The mailbox providers follow a strict algorithm in order to calculate the email sender’s reputation. If they give way too much information, then the scammers can trick the system into bypassing spam filters.

Here are the factors that email service providers consider while performing calculations:

  •        Spam placement rate.
  •       Read rate.
  •        Deleted before reading rate.
  •       Open rate.
  •       Click rate.
  •       Reply rate.
  •        Forward rate.
  •        Spam complaint rate.
  •       “This is not spam” rate.
  •         Hard bounces.
  •         Spam traps.

How to Monitor & Maintain Domain Reputation?

Every Email Service Provider (ESP) calculates their own reputation for your email domain. For instance, Gmail comprises one domain reputation, similarly Yahoo! Has a different reputation score as well.

The email service providers are able to measure domain reputation based on the emails they receive. They are not able to view the email sent to other inbox providers.

Hence, when you perform a domain reputation check, the tools gather reputation scores from other email providers and provide a sort of average score.   

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What are the Tools Helpful in Check Sender Reputation?  

There is a variety of reputation checking tools, but these are the best checking tools available.

Ø Talos Intelligence

Owned by Cisco, Talos Intelligence provides the majority of the infrastructure of the internet. Hence, their technology and domain reputation information are trustworthy.

Ø Reputation Authority

It has a specialization in IP address and domain reputation issues. They have built a solid structure for checking domain reputation.

Ø Barracuda

It provides a simple tool which relies on your own reputation database. The database is monitored and updated on a regular basis to ensure that the information is up to date.

Ø Google Postmaster Tools

These tools have a major focus on Gmail’s reputation.

How to Improve Your Domain Reputation?

With the help of these easy practices, you are able to improve your domain reputation.

With the help of these easy practices, you can improve your domain reputation with a bit of time and effort.

· Pause Your Cold Email Campaign

Sending cold emails has many advantages for attracting new leads. However, if it is not well received, the ISP will hesitate to share the message with recipients who have not subscribed to the content. Once your reputation is good and your inbox is warm, you can develop a strategy for your cold email marketing campaign.

· Request Removal from Any Blocklists Your Domain Is On

This is absolutely necessary for your reputation. If your reputation suddenly drops, the first thing you should do is check the blacklist. If it is included in the blocked list, please contact the list administrator to request removal.

· Make It Easy for Your Recipients to Unsubscribe

This may seem counterintuitive, but if the recipient doesn’t have the option to opt out, the recipient may simply mark your content as spam. Since deregistration requests are less harmful than spam complaints, it is better to provide a deregistration link in the long run.

· Clean Your Email List

If you have a bad reputation, you should carefully evaluate your mailing list. You can use online tools to see if the list email is still active. It’s also important not to buy an email list, as it’s often packed with fake emails and spam traps.

·  Switch to a Dedicated IP

By using a dedicated IP instead of a shared IP, you have more control over domain reputation. Dedicated IP is more investment, but it can greatly improve your reputation because you are not at the mercy of other users of shared IP.


If you are willing to maintain a healthy domain reputation for your business, then GoDMARC can help you through the process. GoDMARC is focused on securing and streamlining the major communication aspect of this cyber digital world. Our DMARC services make sure that your external and internal communications are in safe hands. By amplifying and enhancing your communication networking, GoDMARC elevates customer acquisition efforts efficiently. The GoDMARC pricing starts from a nominal range. Get expert opinions on maintaining your domain reputation with GoDMARC. Connect with us to know more.   

Want to know more about DMARC? Read a detailed blog about DMARC set-up guide: How to add DMARC step by step

Frequently Asked Questions

Q1. For instance, If I want to use two email accounts on the same domain, do I have to warm up both?

If you want to use two or more email accounts on one domain, then it is important to warm up all of them. Each warmup contributes to elevating the domain’s reputation.

Q2. Can a domain to too old?

There is no such thing as too old a domain. If the domain is well kept and has a good domain reputation check, then the deliverability will be high. Don’t use the same email copy for way too long and maintain a good quality of your prospect list.    

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