Spam filters predict annoyance. Every signal they check—authentication, reputation, content, engagement—answers one question: did this person actually want this email?
Email reputation is how providers answer a simple question: do people want to hear from this sender? Understanding what builds trust—and what destroys it—is the difference between reaching inboxes and shouting into the void.
When your email bounces, the receiving server is telling you something important. Hard bounces say 'stop trying.' Soft bounces say 'try again later.' How you respond to these signals determines whether you're treated as a legitimate sender or flagged as spam.
Your IP's reputation is a public record that mail servers check in milliseconds. Learn how DNS-based blacklists work, why IPs get listed, and how to get delisted when it happens to you.
New IP addresses have no reputation—email providers can't tell if you're a legitimate sender or a spammer. IP warm-up is the process of proving you belong.
Every receiving server tells you exactly how fast you can send—through its response codes. Rate limiting is learning to listen.
Email providers judge senders, not just messages. Master authentication, reputation management, and the invisible rules that determine whether your emails reach inboxes or vanish into spam.
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