Among the points he made was that in the beginning of the email industry, when ISPs behaved roughly the same, a single score had meaning. But the industry evolved, and each ISP evolved in its own direction, and the single score became less meaningful. As a deliverability analyst, I am largely in agreement with Kevin. I never let my clients get hung up on the score, even when it’s so low that you would think no email could be delivered. There are two main reasons why the scoring system has little to no bearing on today’s deliverability.
- The score is primarily based on a subscriber panel, which is mainly made up of B2C email addresses, that will never accurately represent the reality of your marketing list.
- Most major ISPs use their own algorithms and reputation system to determine delivery and inbox placement.
The world of deliverability doesn’t have to wait for Sender Score to fall completely before setting new standards for itself. To expand on Kevin’s points, an increasing number of reputation services by individual ISPs already exist and have risen as alternatives, providing a more direct and accurate way of helping you understand your true performance. Here’s a list of publicly accessible services offered by a few of the major ISPs everyone can leverage to stay ahead of the game.