How can it damage sender reputation?

Poorly designed automation can severely damage sender reputation:

Excessive volume:

Too many automations triggering creates email fatigue. Recipients unsubscribe or mark messages as spam. High volume to unresponsive audiences signals poor sending practices.

Sending to disengaged users:

Automation that ignores engagement history sends to people who do not want the email. Low engagement and high complaints damage reputation.

Poor timing:

Messages arriving at inappropriate times (middle of night, too frequently) generate complaints. Trigger timing that feels "creepy" or intrusive harms perception.

Duplicates and errors:

Loop errors sending multiple emails damage trust quickly. Broken personalization looks spammy. Technical failures reflect on your brand.

Stale automation:

Flows that were once relevant become outdated. Messages no longer matching current customer context feel generic.

Automation amplifies both good and bad practices. Mistakes at scale damage reputation at scale.