---
schema_version: "1"
id: 5b253035b6063c2db375fcbafd9864cead3cd6f0211b7454b59f51f17b4174f0
title: Email Sending Reputation and Deliverability
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/pardot_email_reputation_overview.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.pardot_email_reputation_overview.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: f455748e928a98f4a5601be3379a7f12e39777c4e3fd221368001280b15750c1
description: Email sending reputation and deliverability are important for Account Engagement and our customers. Deliverability describes how likely it is that your message is delivered to a recipient’s inbox. Email sending reputation describes how respected your IP address is by a receiving email server. A good email sending reputation helps ensure the best possible deliverability rates.
products:
  - Marketing
  - Marketing Cloud Account Engagement
release: "264"
---
# Email Sending Reputation and Deliverability

Email sending reputation and deliverability are important for Account Engagement and our customers. Deliverability describes how likely it is that your message is delivered to a recipient’s inbox. Email sending reputation describes how respected your IP address is by a receiving email server. A good email sending reputation helps ensure the best possible deliverability rates.

The first step to ensuring good deliverability is setting up email authentication. The next step is building and maintaining a good sending reputation. To maintain your sending reputation, follow our [permission-based marketing policy](https://www.salesforce.com/en-us/wp-content/uploads/sites/4/documents/legal/Agreements/product-specific-terms/mc-account-engagement_permission-based-marketing-policy.pdf), keep your lists up to date, manage your bounce rates, and stay off blocklists.

- **[Email Reputation and Deliverability Glossary](https://help.salesforce.com/s/articleView?id=mktg.pardot_email_reputation_and_deliverability_glossary.htm&release=264.0.0&type=5)**  
    Become familiar with these important email reputation and deliverability terms.
- **[Add and Verify a Domain for Email Sending](https://help.salesforce.com/s/articleView?id=mktg.mcae_email_add_domain.htm&release=264.0.0&type=5)**  
    To send emails in Account Engagement, you must add at least one verified sending domain. A domain is verified by a validation key that you add to your DNS records.
- **[Implement DKIM Authentication for Account Engagement Email](https://help.salesforce.com/s/articleView?id=mktg.pardot_email_authentication_generate_dkim.htm&release=264.0.0&type=5)**  
    To improve your email deliverability, set up DomainKeys Identified Mail (DKIM) as an additional form of email authentication. Work with your IT team to implement DKIM for each domain that you want to send emails from in Account Engagement.
- **[Use a Dedicated Sending IP Address](https://help.salesforce.com/s/articleView?id=mktg.pardot_email_dedicated_ip.htm&release=264.0.0&type=5)**  
    A dedicated sending IP address gives you full control of your email sending, so you’re fully responsible for the reputation of your own IP address.
- **[Identify and Suppress Unengaged Prospects](https://help.salesforce.com/s/articleView?id=mktg.pardot_email_sunset_unengaged_prospects.htm&release=264.0.0&type=5)**  
    Keep your deliverability high by practicing good list management and not emailing unengaged prospects. Use a dynamic list to suppress an unengaged prospect from receiving marketing emails.
- **[Permission Passes](https://help.salesforce.com/s/articleView?id=mktg.pardot_email_permission_pass_parent.htm&release=264.0.0&type=5)**  
    A permission pass is a one-time email you send to prospects on an out-of-date list. Recipients who click an opt-in link are added back to your list. You can use a permission pass one time per list. Never use a permission pass on a purchased list.