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Recent Sends Dominate Filters — Discover how your last campaigns shaped your current deliverability. See The Data →

What is the effect of recency bias in machine learning filters?

Recency bias in filtering means recent behavior matters most:

Machine learning models often weight recent data more heavily. Your last few sends matter more than sends from six months ago.

  • Implications:
  • Recent problems can quickly damage placement, even with strong historical reputation.
  • Recent improvements can lift placement faster than purely historical approaches would suggest.
  • Consistency matters. Sustained good behavior compounds positively. Sustained poor behavior compounds negatively.
  • Your recent voyages matter more than your distant past. Today's behavior shapes tomorrow's welcome.
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