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    <p>Modern large webmail providers use a reputation system to score and determine placement of inbound emails. Your sending IP and domain name builds a reputation How those reputation systems work <em>exactly</em> is not something that we on the outside will know. But we can describe behaviors that seem to influence a sender's reputation.</p> <ol> <li>If you have never sent an email from your IP, it has no reputation. Unfortunately for you, no reputation is essentially in the border of a bad reputation.</li> <li>If your IP has ever sent spam that one or more Gmail users submitted as spam, it contributes negatively to your reputation.</li> <li>If an IP from your /24 (or maybe from the /n BGP announcement containing your IP), it contributes negatively to your reputation. It is unknown if this is the same negativity as item #2.</li> <li>If your domain does not have an SPF record, it contributes very negatively to your reputation. If it does, and it does not match, it contributes negatively. If it does have it and it does match, it contributes positively.</li> <li>If your domain does not use DKIM to sign the emails, it contributes negatively to your reputation. If your domain does and the signature fails, it contributes negatively. If it does use DKIM and the signature passes, it contributes positively.</li> <li>If your domain uses DMARC and it aligns, then it contributes positively to your reputation. I think it contributes LARGELY positive.</li> <li>If your emails are being marked as spam due to detected URLs in various URIBL's, it contributes negatively to your reputation.</li> <li>If your IP's mail volume changes drastically upward, it contributes negatively to your reputation. It tends to be changes of scale. So 0 to 5 may not be that big a deal, but 0 to 10 may be signs of abuse. Same process for 100 to 500 ok, but 100 to 1000 is signs of abuse.</li> <li>If your IP's mail volume is consistently the same, it will contribute positively to your reputation.</li> <li>If your IP is listed in any major RBL, it contributes negatively to your reputation.</li> <li>If your emails have invalid or missing required headers, it can contribute negatively to your reputation.</li> <li>If your emails don't fall afoul of any of these things, it can contribute positively to your reputation.</li> <li>If your emails are marked as Not Spam by users who receive it, it will contribute positively to your reputation.</li> </ol> <p>Basically there are lots of things that can be wrong that contribute negatively, and just a few things that work for positive reputation. There are more than these, but these are all I could think of off the top of my head.</p>
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