Why Your Emails Are Landing in Spam<\/h2>\r\n
A common pattern looks like this. A store sends regular campaigns, adds a few automations, then starts pushing harder during a sale period. Volume rises, the list hasn’t been cleaned in a while, and engagement is drifting down. Nothing breaks in the platform, but results weaken. Open rates soften, clicks drop, and recovered revenue starts slipping.<\/p>\r\n
The owner usually sees the symptom first. \u201cEmail used to work better.\u201d That’s a real observation. What they often don’t see is that mailbox providers are watching every send. They track whether people engage, ignore, complain, or bounce. Over time, those signals shape how much trust your domain and sending setup deserve.<\/p>\r\n
The revenue problem behind the deliverability problem<\/h3>\r\n
When sender reputation drops, you rarely get a dramatic warning. You just lose reach. A promo that should have hit your active customers gets filtered. A cart reminder arrives late or lands in spam. A win-back email goes unseen.<\/p>\r\n
For e-commerce, that creates a compounding problem:<\/p>\r\n
- \r\n
- Promotions underperform<\/strong> because fewer buyers see them.<\/li>\r\n
- Automations weaken<\/strong> because high-intent flows depend on timing.<\/li>\r\n
- Reporting gets misleading<\/strong> because weak inbox placement can look like bad creative.<\/li>\r\n
- ROI falls<\/strong> because you keep paying to send messages that don’t earn attention.<\/li>\r\n<\/ul>\r\n
If your email performance has become inconsistent, start with deliverability before rewriting everything else. Many of the issues store owners call \u201ccreative fatigue\u201d are really trust problems with mailbox providers. Cart and lifecycle performance improve more reliably when the sending foundation is healthy, not just when the copy changes. This is also why strong email marketing best practices for higher engagement and conversions<\/a> matter beyond design and copy.<\/p>\r\n
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Your customer can’t click an email they never see.<\/p>\r\n<\/blockquote>\r\n
How Sender Reputation Is Measured<\/h2>\r\n
Sender reputation is easiest to understand as a credit score for your email program<\/strong>. Mailbox providers and reputation tools look at your sending behavior and decide how trustworthy you are. Higher trust means better inbox placement. Lower trust means filtering, throttling, or spam placement.<\/p>\r\n
Twilio explains that sender reputation is commonly measured on a 0 to 100 scale<\/strong>, with 80+ generally good<\/strong> and 90+ excellent<\/strong>, and describes that score as a practical way to judge whether email is likely to reach the inbox in its guide to checking sending reputation<\/a>.<\/p>\r\n
The score is useful, but it isn’t the whole story<\/h3>\r\n
A lot of marketers get fixated on one number. That’s a mistake. The score helps, but mailbox providers don’t all judge you the same way. A healthy-looking third-party score can still hide provider-specific issues.<\/p>\r\n
What matters in practice is this:<\/p>\r\n\r\n
\r\n - Automations weaken<\/strong> because high-intent flows depend on timing.<\/li>\r\n
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