![myrealpage-2022-logo-v3 (1).png]](https://knowledge.myrealpage.com/hs-fs/hubfs/myrealpage-2022-logo-v3%20(1).png?height=40&name=myrealpage-2022-logo-v3%20(1).png){kind=logo}
Email Deliverability & Reputation — A Simple Guide for Realtors
This guide explains how email delivery works and why some emails don’t reach the inbox. Learn what deliverability and email reputation really mean, what common mistakes to avoid, and what best practices help your emails perform better — no technical knowledge required.
Best for: Realtors who want to understand why their emails perform the way they do and how to improve results over time.
Quick Summary
- Delivered means your email reached the recipient’s email server - not necessarily the recipient’s inbox.
- Inbox vs spam is decided by the recipient's mail system (Gmail/Outlook), you have very little control over this.
- Email reputation works like a credit score
- Consistent, useful emails perform best
- The system handles technical protection for you
What Does Email Deliverability Mean?
Email deliverability answers one simple question: did your email successfully reach the recipient’s email server?
It does not guarantee inbox placement, opens, or reads. Think of it like mailing a letter — reaching the mailbox is delivery, opening the envelope is an open, and reading the letter is engagement.
We can reliably measure delivery. Everything after that depends on the recipient and their mail system..
Email providers like Gmail, Outlook, Yahoo decide whether your email goes to: Inbox, Promotions, or Spam
They make this decision based on many factors, including trust. That trust level is called email reputation.
What Is Email Reputation?
Your email reputation is like a credit score for email sending.
- Good reputation → emails land in inbox
- Poor reputation → emails land in spam or get blocked
It’s based on things like:
- Do your emails bounce?
- Do people open or click?
- Do people mark your emails as spam?
Good news: Reputation builds gradually and improves with good habits.
What Hurts Email Reputation (Common Realtor Mistakes)
These are the most common issues we see.
Sending to Old or Purchased Lists
- Bought email lists
- Very old contacts
- People who never opted in
This causes bounces and complaints — both hurt reputation.
Sending Too Much, Too Fast
- Large email blasts after long gaps
- Sudden spikes in volume
This looks suspicious to email providers.
Low Engagement
If people consistently:
- Don’t open
- Don’t click
- Don’t reply
Email servers assume recipients don’t want these emails.
Spam Complaints
Even a small number of “Mark as Spam” clicks can hurt.
Best Practices for Realtors
The good news: this is mostly common sense.
Email people who know you, such as past clients, warm leads and people who opted in.
Remember, recognition = trust.
Send consistently; monthly works best. Avoid long silences followed by big blasts.
Consistency builds reputation.
Share Useful Content
- Market updates
- Local insights
- Helpful tips
Useful emails get opened and clicked — which helps future emails. Your myRealPage auto newsletter takes care of all of these.
What Are Email Bounces?
Hard bounces are permanent failures due to invalid addresses. They will never be delivered. Soft bounces are temporary issues like full inboxes. You don’t need to manage this — we handle it for you by following best practices, suppressing bad email addresses and generally preventing risky sending behaviour.
What You Should Focus On as a Realtor
Instead of worrying about technical details, focus on:
- Sending to the right people
- Being consistent
- Providing value
- Watching trends over time
If you do these, your emails will perform well.
Want to Understand Your Stats?