In order to manage your sendings and higher your chances to reach your recipient's inbox, we set up an indicator called "reputation score". It allows you to understand and improve your deliverability.

The reputation rate is based on several other indicators. Each one of them is explained bellow. We can sort them into three main categories:

The reputation score is based on the same criterias as ISP but does not exactly reflect the way they perceive you. If this rate is high, your reputation is good and your chances to reach the inbox are high.

Keep in mind the reputation score is only an indicator given by Tipimaiil to help you correct and react if you discover any deliverability-related issues. It is not a reflection of the way you are perceived by ISP. Other indicators like the IP address or domain used are independant from our platform and judgment.

All the information listed bellow help us to establish your reputation rate. This indicator will evolve according to your sendings.

  • ISP will lear to know you and identify how your content are legitimate
  • Tipimail will also learn more about you and your sendings and adapt your quota to the necessary volume

Do not worry if your reputation rate lower, follow the advices given here or contact us.

Finnally, do not forget that all the indicators and reputation rate are based on our requirement which is in the ISP's one. We all have to respect their rules and we are going to help you have the best experience possible.

Database quality

The database quality analyses the number of bounces returns (hard and soft) and the way you deal with that information.

The bounce rate

A bounce is non-deliverable an e-mail. Most of the bounces are the result of a non-existing mailbox. when you send an e-mail to one of these non-existing mailboxes, the internet service provider (ISP) sends back an error code wich we identify as a bounce. We automatically add the recipient's addess into you blacklist. Bounces have a strong impact on your deliverability and reputation in the eyes of ISP.

The bounce rate is the result of bounce returns compared to all the emails sent (bounces/sent). To be optimal, this rate must stay bellow 5% of all your emails sent. An increase in this rate could lead to a ban from ISP whom would identify you as a spammer.

For more information over the bounces and how to fight them, you can have a look at the dedicated article How to manage my bounces (NPAI).

Blacklist management

We help you manage bounces collecting these returns on dedicated blacklists. They empeach you to send any more emails to non-existing addresses and preserve your reputation in the eyes of ISP.

The effort should not only be on our side. We must work together. To be sure you keep your database clean, we keep a record of how many times you try to send an email to an address already present in the blacklist.

If you try to send too many times messages to this king of email address (marked as spam or bounce), it means you do no manage the returns (expressed by your recipients, ISP our even Tipimail).

This figure is expressed as a reject. Rejected emails can easily be calculated : number of sent emails - number of delivered emails - nuber of errors - number of bounces.

Thus, reject rate is the number of emails rejected compared to sent emails (rejected:sent). The acceptable rate is 5 %.

You can easily manage the blacklist. You have several options :


Webhooks call an URL as soon as an event occurs and send you necessary data to manage the information withing your information system. For more details over webhooks, click here

Recipients' engagement

The engagement describes how your recipients are likely to handle your email

High engagement level reading or clicking on your messages

The opening and click indicator helps you to be sure your emails arrived in the recipient's inboxes. The transactional emails must have a better opening and click rate than marketing emails because they are solicitated and awaited. The average opening rate is 20% while transactional emails get around 40%. the minimal acceptable rate is 35%.

A bad engagement from your recipients may suggest your emails arrived in the spam folder. You have to follow those indicators (clicks and openings) to be sure the recipients are showing interest on your emails.s

Spam relative complaints

When you recipients click on the mark as SPAM button, some ISP consider it as a complaint. To help you manage those complaints, ISP use feed back loops (FBL). As for the bounce returns, they signal complaints to emailing platforms so they can treat them.

Every ISP do not use FBL. Main ISP using this service are Hotmail, Yahoo and AOL. Thus, returns are actually low but Gmail is also working on it.

To manage those complains, we stock as for the hardbounce, on a blacklist. As for the bounce rates, we calculate the spam rate which is the number of spam compared to the sent emails (spam/sent). Even if it is not used by every ISP, your rate should be under 0,1%. Increase this rate may identify you as a spammer by ISP or our system.

For more information over bounces and how to fight them, please read this article How to manage spam complaints

Low unsubscription rate

Not like marketing emails, transactional emails are not obliged to ad an unsubscription link inside its content. Moreover, as the email is awaited in the inbox, there is no reason to unsubscribe. Anyway, the frontier between these to emails types is very thin.

Because a transactional email is awaited in the inbox, its unsubscription rate is lower than the merkting email's one. The acceptable rate is 0,5%.

For more details over unsubscription and how to manage them, you can read this article How to manage unsubcriptions

Cadence, frequency and spread volume stabilization

Tipimail allows you to send transactionnal emails. In some cases you can be able to send bulk emails. This kind of sendings can not replace a dedicated email marketing platform.

Because of the platform's origin, we restrict the number of emails sent per hour and per day for several reasons. On of them is that our IP addresses are identified as transactional emails IP by ISP. If, in a short period of time, the number of sent emails is doubled or tripled, it can be suspicious for ISP. they can suppose it is a spam attempt.

Even if the volume is important, the frequency si also an indicator to keep in mind. Stopping to send emails for a certain period of time is not an optimal situation for some ISP. It it preferable to be constant on the sendings. This way, keep a +/- 25% sending volume from a day to another.