Server-level factors.
WHAT REVERSE DNS IS
A record mapping a server's address back to a hostname.
WHY IT MATTERS
Receiving servers check it. A mismatch or absence is treated poorly.
WHO CONTROLS IT
The host, not you.
On our hosting, that is configured.
On your own server, you must arrange it.
WHAT SENDING REPUTATION IS
An assessment of the sending address and domain, built over time.
WHAT AFFECTS IT
Volume and consistency Complaint rate Bounce rate Whether recipients engage
WHY A NEW DOMAIN STRUGGLES
No history. New senders are treated cautiously.
WHAT TO DO ABOUT IT
Send consistently rather than in sudden bursts Send to people who asked Remove addresses that bounce
WHAT DAMAGES IT QUICKLY
A spike in volume A high complaint rate Sending to purchased lists
WHAT TO MONITOR
Whether your mail is arriving, and where.
