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How to build maintain a good email sender reputation

Ikenna Paschal
Ikenna Paschal

Sender reputation makes the difference between a successful email outreach campaign and an unsuccessful one. With a bad reputation, you can be guaranteed that most of your prospects will not read, or reply to your email because they never got it or had it hidden in spam.

So to reach your prospect's inbox, we recommend the following to build and maintain a good sender reputation.

  1. Warmup your mailbox.
  2. Configure DMARC and SPF correctly.
  3. Use older domains.

Warmup inbox:

Mailbox warmup is an effective way to maintain a good sender reputation. Mail providers measure how users interact with your contents. Categorizing them into positive and negative interactions.
Without question, positive interactions like read, reply, pull out of the spam box (mark as not spam) improves your sender reputation. The more your recipients interact positively with your emails, the more convinced the mail providers are that you mean no harm and your contents are of value.
Negative interactions like mark as spam, move to spam folder, delete without reading, block sender and more will hurt your sender reputation and would get you relegated to the spam zone or blacklisted.
Murlist warm help you warm your email on autopilot. Essentially, we simulate positive interactions with your email contents across our email network of around 2,500 mailboxes.

Murlist warm help you warm your email on autopilot. Essentially, we simulate positive interactions with your email contents across our email network of around 2,500 mailboxes.

This improves sender reputation which in turn helps you get your emails delivered to the inbox of your prospects.

Configure DMARC and SPF correctly

DMARC, DKIM, and SPF are DNS configurations that authenticate the source of your email and the sender policy for suspicious emails.
Without going into technical details, they are required to convince mail providers the email truly came from you.

DMARC, DKIM, and SPF are DNS configurations that authenticate the source of your email and the sender policy for suspicious emails.


Usually your mail provider like AWS SES, Gmail/Google workspace will provide the information required to get things up.
To set up the DMARC, DKIM, or SPF you will need access to the DNS configuration, enter the details provided by your mail providers and save.

Use older domain

Spammers have no problem buying domains. When they burn one, they just get another and continue. Mail providers know this so they are skeptical of new domain's email activities.

Mail providers know this so they are skeptical of new domain's email activities.


This makes it super easy to get flagged as spam if you are using a recently registered domain, which in turn hurts your sender reputation before you even get the chance to do things right.

Hence we recommend using sending emails with a domain that is at least 3 months old and doing so only after warming it for at least 30 consecutive days.

email reputationemail warming