Glossary
Sender reputation
Sender reputation is the standing a mailbox provider gives a sender, built from how recipients and receiving servers have treated the sender's earlier mail.
Why it matters when you send from your own Gmail
Complaints, bounces, authentication and how people react all feed into it. Google says that if messages from your domain are frequently reported as spam, future messages are more likely to be marked as spam.[1] With your own Gmail the reputation is attached to an inbox you also use for real work, so damage is expensive and slow to repair. That is why low volume, small daily steps and only relevant emails matter more than clever copy.
Example
Two senders write the same email. One has sent 40 carefully chosen messages a day for a month with few complaints. The other started at 500 a day. The first lands in the inbox, and the second in spam.
What to do
Keep to a small daily volume, write only to people the email is relevant to, and treat any rise in bounces or complaints as a reason to pause for a day and look at the list.
Related terms
All terms are on the glossary.