Is your (sending) reputation helping you or harming you? Are your messages making it to the inbox? Or are they going to the junk folder? Your sending reputation, or how email service providers judge your mail, can determine whether your messages are ever seen. If the emails that you send generate a lot of spam complaints, your sending reputation will deteriorate and future messages will be harder to get to the inbox. On the other hand, if recipients are engaged with your messages, your sending reputation will be stronger and your messages will be more likely to make it to the inbox.