How do content, authentication, and engagement contribute to score?

Content contributes to spam scores through pattern matching. Suspicious phrases, excessive links, poor HTML, and image-heavy layouts all add points. Content analysis catches spam regardless of who sends it.

Authentication failures are heavily weighted. Missing or failing SPF, DKIM, or DMARC signals that the sender may not be who they claim. These technical failures add significant points because they indicate potential spoofing.

Engagement signals work differently. Rather than adding points to individual messages, engagement influences the baseline reputation that all your messages inherit. Low engagement over time causes filters to view your mail with increasing suspicion.

The three categories interact. Strong authentication can offset minor content issues. High engagement can compensate for promotional content. But severe failures in any category can override positive signals elsewhere.

Content, authentication, and engagement are three inspectors examining different aspects of your cargo. You need satisfactory marks from all of them.