Understanding Sender Health
What the Sender Health score measures, how each factor affects it, and the practical steps that move it in the right direction.
Sender Health is Inbrovia's summary of how mailbox providers are likely to see your domain. It is one number from 0 to 100, shown per brand and per domain, built from the signals that providers actually use when deciding whether your mail reaches the inbox. The score is not a prediction of any single campaign; it is a measure of the reputation your campaigns are drawing on.
The factors
- Hard bounce rate: the share of sent messages rejected because the address does not exist. Providers read a high rate as a sign of an old or purchased list. Under 2% is healthy; Inbrovia suppresses hard bounces immediately so each address counts once.
- Complaint rate: the share of recipients who marked a message as spam. This is the most sensitive factor. Even a fraction of a percent matters; above 0.1% most providers start to filter.
- Unsubscribe rate: not a reputation signal in itself, but a leading indicator. A rising unsubscribe rate usually precedes a rising complaint rate.
- Invalid imports: the share of malformed or previously bounced addresses in recent imports. It tells you about list quality before you send.
- Domain status: whether the domain is Ready, and whether recommended records are in place. Missing recommended records cap the score.
Reading the breakdown
Open Sender Health under Deliverability. Below the score you will see each factor with its current value, its trend and the recipients or imports behind it. Click a factor to see the addresses involved. A score that dropped after one campaign points you at that campaign's results; a score that drifts down over weeks usually points at the audience source.
What moves the score up
- Send to people who expect to hear from you. Recognition is the strongest protection against complaints.
- Import with the quality report open and take the excluded groups seriously.
- Keep topic preferences available so recipients can reduce frequency instead of complaining.
- Complete the recommended domain records. They let providers align your mail with your domain policy.
- Send at a steady pace. Campaign Guardian warns about volume spikes relative to your history; a controlled batch or ramp schedule avoids them.
- Remove inactive recipients periodically. Addresses that never engage are more likely to turn into bounces and complaints.
What Inbrovia does automatically
Hard bounces and complaints are suppressed as soon as the events arrive. Soft bounces are counted and suppressed after repeated failures. If bounce or complaint rates spike during a campaign, sending pauses and the workspace is notified, so one bad list does not take the domain down with it. Every campaign carries one-click unsubscribe headers and a visible unsubscribe link, which providers reward.
When the score is low
Do not try to send your way out of it. Pause large campaigns, look at the factor with the worst trend and fix the source. If complaints are the issue, review the most recent campaigns for content recipients would not have expected, and check how the audience was collected. If bounces are the issue, look at the latest imports. Sender Health recovers as clean campaigns replace the problem period; a few weeks of careful sending usually shows a clear improvement.