Domain reputation

What it means

Once a provider can verify which domain sent a message, it can judge the domain whatever IP carried it. Yahoo says following its authentication recommendations gives senders a consistent reputation for their domain regardless of which IP the mail is sent from.

Google's Domain Reputation dashboard rates domains that send authenticated mail to Gmail, and shows only messages sent from the exact domain used for DKIM and SPF authentication. M3AAWG adds that domains in the message body, including click-tracking domains, carry reputation too, and that a newly registered domain starts as unknown, which filters treat with more caution.

Because it travels with the domain, a poor domain reputation is repaired by changing what is sent and to whom, then waiting for it to recover, as Google advises.