Sender reputation
The trust score mailbox providers infer from sending behavior.
Sender reputation is shaped by authentication, complaint rate, bounce rate, engagement, spam trap hits, sending consistency, and infrastructure history. It exists at multiple levels: domain, IP, envelope sender, and sometimes individual mailbox.
reading this as growth and lifecycle teams
Growth work lives or dies on targeting and measurement. What matters is whether behavioral triggers can be built without engineering time, whether the event stream supports attribution past the open, and whether deliverability holds when broadcast volume shares a reputation with product email.
Applied to sender reputation, that means weighing scheduling, event stream, deliverability, and operating track record ahead of the rest, against behavior-triggered journeys, broadcasts, and winback campaigns measured on revenue.