On the average, only 28% of emails make it to the in-box.
No matter how much you monitor emails and attempt to keep your email list clean, addresses will eventually go bad or “atrophy” over time. Users may shut down their email accounts, move on from corporate jobs where their email was hosted, or just abandon an email account until the inbox becomes full and can no longer accept messages. When you attempt to deliver an email to an email address that, for whatever reason, is a bad or invalid email address, the send is registered as a “bounce” (i.e. the email that you tried to send bounced back and was undeliverable).
You might think this is no big deal, but the more bounces you receive when you send email, the more your sender reputation will be impacted. This is because most email service providers assume that responsible email senders remove bad addresses from their lists and keep them in the best possible shape.
In addition to the percentage of bounces, these email service providers (like aol, bellsouth, comcast, yahoo and gmail) take a lot of other metrics into consideration to determine a sender’s “reputation” – which is called the Sender Score. They include spam complaints, mailing to unknown users, industry blacklists, mailing to spam traps, subscriber engagement and more.
Thank of a Sender Score like an email list credit score that gauges the health of your email program. The Sender Score is a number between 0 and 100 that identifies your sender reputation and shows you how mailbox providers view your IP address.
You can improve your Sender Score, with email address verification, since it eliminates the incorrect email addresses, known spammers and screamers.