What is reputation decay (and how fast does it happen)?

Reputation decay happens when a sender stops mailing or significantly reduces volume. Without fresh positive signals, the accumulated trust gradually fades from provider memory.

The speed of decay varies by provider, but meaningful erosion can begin within 30 days of inactivity. After 60 to 90 days of silence, much of your established reputation may be gone, requiring you to warm up again when you resume sending.

This is why consistent sending matters. Irregular senders who blast occasionally and disappear often struggle with deliverability. Providers treat their sporadic appearances with suspicion because there is no continuous track record to evaluate.

Reputation is like a lighthouse flame that needs constant fuel. Stop feeding it, and the light dims. Leave it dark too long, and ships forget that beacon ever guided them safely.