Rebuild Domain and IP Reputation

A gradually sliding deliverability usually means a damaged sender reputation needing a deliberate recovery.

Checking where you stand

Google Postmaster Tools (domain reputation, Gmail errors), Microsoft SNDS (IP reputation for Outlook/Hotmail), Sender Score (below 70 signals trouble), MXToolbox (blocklist check).

The recovery process

Confirm SPF/DKIM/DMARC all passing. Check reputation tools daily while recovering. Review campaign performance for the pattern. Test inbox placement. Clear blocklist listings. Clean your list. Ramp volume back up gradually to engaged contacts first. Tighten content, lean into personalization.

If you're on a dedicated IP

Same principles, but watch SNDS complaint rate closely (under 0.1%) — recovery runs closer to 2–4 months vs. 30–90 days for a shared domain.

Setting expectations

Not an overnight fix — consistent good behavior sustained for weeks is what moves reputation scores.