How do you maintain sender reputation for outreach?

Reputation maintenance requires ongoing attention, not just initial warmup.

Ongoing practices:

List hygiene: Remove bounces immediately, verify addresses before sending, maintain suppression lists

Volume consistency: Avoid dramatic spikes or drops, maintain regular sending patterns

Engagement focus: Prioritize quality prospects over quantity, stop sequences for non-responders

Monitoring:

Check Gmail Postmaster Tools weekly minimum

Track bounce and complaint rates per campaign

Watch for blocklist appearances

Monitor inbox placement through seed testing

Quick response to problems:

Address reputation drops immediately

Investigate sudden metric changes

Reduce volume when issues appear

Don't push through problems hoping they resolve

Technical maintenance:

Keep SPF, DKIM, DMARC properly configured

Monitor for authentication failures

Update records when infrastructure changes

Reputation is easier to maintain than rebuild. Regular maintenance keeps the vessel seaworthy. Neglect leads to dry dock or worse.