How to Fix Email Reputation and Improve Deliverability – Revinate Help Center

There are many things you can do to improve your email reputation. This article includes ideas that can help you reach more inboxes.

Ensure that SPF, DKIM, and DMARC records are properly configured to authenticate your emails. If you’re unsure, contact support@revinate.com to confirm your setup.

To pinpoint which inbox provider may be impacting your email deliverability, start by analyzing your performance metrics and engagement data.
- Analyze Open Rates by Domain: Segment your performance metrics by email domain (e.g., Gmail, Yahoo, Outlook). If open rates are significantly lower for a specific provider, that could suggest an issue.
- Check Which Email Addresses Bounced. If you see a high number of bounces from Gmail, it might indicate an issue with Gmail deliverability. If you are seeing a trend, you can also contact Support at support@revinate.com for assistance. They can retrieve bounce-back messages for you, which often contain details about the nature of the rejection, helping you understand if it’s related to content, reputation, or authentication settings.
Once you've identified which inbox provider (e.g., Gmail, Yahoo, Outlook) is causing deliverability issues, focus on sending emails only to your most engaged subscribers for that provider. While this reduces the number of recipients, it will boost engagement rates, signaling to the provider's algorithms that your emails are relevant and wanted.
After about 4 weeks of implementing improvements, if you still don't see progress, consider reaching out to the provider's postmaster for additional help. Postmasters are administrators who manage email delivery, spam filtering, and sender reputation.
- Gmail
- Yahoo Mail
- Outlook

Start by targeting your most engaged users, those who have interacted with your emails within the past 12 months or less. This will improve open rates and positive engagement, which in turn strengthens your sender reputation.

Sometimes reducing the frequency of emails can improve engagement rates, which, in turn, positively impacts reputation. Sending fewer but more targeted and valuable emails can help.

Ensure emails provide value to the recipient. Avoid spammy language, too many links, or misleading subject lines.
Encourage positive engagement (opens, clicks) and make it easy for users to unsubscribe, preventing them from marking your emails as spam.

Audit how you're collecting email addresses to ensure they are valid.
Implement a double opt-in process to confirm subscribers and ensure the email addresses on your list are valid. Additionally, if the confirmation email ends up in the spam folder, engaged subscribers are more likely to find it and mark it as “Not Spam,” which helps improve your overall deliverability.

Regularly clean your email list by removing invalid, or unengaged addresses to prevent complaints and low engagement.

Maintain a consistent sending schedule and avoid large spikes in volume, as this could raise red flags with inbox providers.
Consider using separate subdomains for marketing and transactional emails to better manage reputation risks.

Monitor the reputation of your domain with Google Postmaster Tools and Yahoo’s Complaint Feedback Loop.
Use tools like MXToolbox or Sender Score to track your domain’s health across multiple ISPs.

Run re-engagement campaigns for inactive users. Subscribers who haven’t opened an email in 6-12 months can be considered for a re-engagement email, which is a proactive way to retain those showing signs of inactivity. This period can be adjusted based on your program’s goals and audience preferences. Ultimately, choose the timeframe that aligns with your strategy and helps you maintain a healthy, engaged contact list. A re-engagement email offers one last chance to stay on your list, if there's no response, it's time to unsubscribe them.