---
title: "How is your sender reputation built and how do you protect it?"
description: "Mailbox providers judge your sending domain and IPs: here are the criteria they look at and the actions that preserve your reputation."
url: https://help.sarbacane.com/en/articles/172-how-is-your-sender-reputation-built-and-how-do-you-protect-it
collection: "Introduction"
updated: 2026-11-03
language: en
alternates: [fr, es]
---

# How is your sender reputation built and how do you protect it?

Mailbox providers judge your sending domain and IPs: here are the criteria they look at and the actions that preserve your reputation.

Before delivering an email, Gmail, Outlook and other mailbox providers assess the sender's reputation. If it is good, your emails reach the inbox. If it deteriorates, they are filtered or classified as spam. This reputation is based on three elements: your sending domain, the sending IP addresses and your recipients' behavior.

## What mailbox providers look at

-   **Your sending domain**: its configuration (SPF, DKIM and DMARC, which prove that the email really comes from you) and its sending history.
    
-   **The sending IP addresses**: their history and whether they appear on blacklists. With Sarbacane, your campaigns are sent from shared IPs that we monitor continuously.
    
-   **Your recipients' behavior**: opens, clicks and replies improve your reputation, while spam complaints, addresses in error (bounces) and mass unsubscribes damage it.
    
-   **Your content**: typical spam wording and misleading links are detected by filters.
    

## How to protect your reputation

-   Send with your own domain, set up in Sarbacane Campaigns.
    
-   Only send to contacts who have given their consent. Never buy or rent files, and favor collection through a form, ideally with double opt-in.
    
-   Clean your lists regularly and remove contacts that have been inactive for a long time.
    
-   Keep regular sending volumes and frequency, and warm up any new domain.
    
-   Monitor your open and complaint rates after each campaign.
    

## Related articles

-   [What is the deliverability of your emails?](https://help.sarbacane.com/en/articles/382.md)
    
-   [Why should I customize my sending domain name in Sarbacane Campaigns?](https://help.sarbacane.com/en/articles/167.md)
    
-   [Do I need a dedicated IP or a shared IP for my sends in Sarbacane Campaigns?](https://help.sarbacane.com/en/articles/178.md)