# Sending Reputation Sending reputation is a measure of the quality of an email sender's practices. It is based on a variety of factors, including the number of bounces, spam complaints, and unsubscribes that an email sender has received. A high sending reputation can improve the deliverability of emails, while a low sending reputation can decrease deliverability. Email providers use sending reputation to determine whether or not to deliver emails to a recipient's inbox. If an email sender has a high sending reputation, their emails are more likely to be delivered to the recipient's inbox. If an email sender has a low sending reputation, their emails may be flagged as spam or delivered to the recipient's spam folder. There are a number of things that can negatively impact an email sender's reputation, including: * Sending a high volume of bounced or undeliverable emails * Having a high number of spam complaints * Sending emails to unengaged recipients or recipients who have not given permission to receive emails * Using deceptive subject lines or header information To improve your sending reputation, it is important to follow best practices when sending email. This includes obtaining permission from recipients before sending them emails, using a double opt-in process for subscription emails, maintaining a clean email list, and following the guidelines of the CAN-SPAM Act in the United States. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://docs.smtpd.dev/master/faq/email-deliverability/sending-reputation.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.