How Spam Trap Detection Tools Improve Deliverability

Spam traps are fake email addresses designed to catch senders using poor email practices. Hitting these traps can harm your sender reputation, reduce open rates, and even land your emails in spam folders. For cold email campaigns, the risks are higher due to reliance on purchased lists, outdated data, or scraped contacts.

Key Takeaways:

• Types of Spam Traps:
  • Pristine: Never tied to real users, flagging bad list-building practices (e.g., scraping).
  • Recycled: Old, inactive emails turned into traps due to poor list hygiene.
  • Typo: Misspelled domains or addresses (e.g., "gmal.com").
• Impact on Deliverability: Spam traps hurt sender reputation, increase bounces, and may trigger blocklists like Spamhaus.
• Detection Tools: These tools identify risky contacts before sending, using methods like DNS validation, engagement analysis, and real-time verification.

How Detection Tools Help:

• Pre-clean lists to remove high-risk addresses.
• Monitor campaigns for emerging risks like bounces or complaints.
• Suppress risky emails in real time to prevent deliverability issues.

Using platforms like Mailforge simplifies the process for large-scale email operations. It integrates spam trap detection, domain management, and real-time monitoring to protect sender reputation and improve inbox placement. By embedding detection into your workflow, you can maintain clean lists, avoid blocklists, and ensure your emails reach the right audience.

What Spam Traps Are and How They Hurt Deliverability

What Are Spam Traps?

Spam traps are fake email addresses designed to identify senders who engage in non-permission-based email practices. Unlike real email addresses, spam traps are not tied to actual users and are specifically set up to detect and flag unwanted communication.

There are three main types of spam traps, each pointing to specific flaws in email management practices.

Pristine spam traps are created solely to catch senders who use questionable tactics like scraping emails from websites, buying lists, or relying on co-registered data instead of building their lists through proper opt-ins. These traps are often hidden in obscure or low-traffic areas online. If you’re hitting these traps, it’s a clear sign that your list-building methods stray from permission-based practices.

Recycled spam traps come from email addresses that were once active but have since been abandoned. After a period of inactivity - during which they typically bounce emails - the mailbox provider converts them into traps. If you’re hitting recycled traps, it suggests your contact lists aren’t being cleaned or updated regularly. This is a common issue, as B2B email lists can degrade by 20–30% annually due to job changes and domain churn.

Typo spam traps are addresses with common misspellings or lookalike domains, such as "gmal.com" instead of "gmail.com" or "yaho.com" instead of "yahoo.com." These traps are monitored by anti-spam organizations and are never intended for legitimate use. Hitting typo traps indicates that your email list may lack proper validation or confirmation processes.

Trap Type	How It's Created	What It Reveals
Pristine	Never belonged to a real person	Non-permission-based list acquisition
Recycled	Old inbox turned into a trap after inactivity	Poor data hygiene and bounce management
Typo	Misspelled domain (e.g., gmal.com)	Lack of proper address validation

Understanding these spam trap types highlights why they’re so damaging to email deliverability.

How Spam Traps Damage Deliverability

Spam traps don’t just hurt your list quality - they can seriously harm your sender reputation and email deliverability. When an email lands in a spam trap, it sends a strong negative signal to mailbox providers. These providers track spam trap hits at the IP, domain, or subdomain level. As your reputation score drops, even legitimate emails sent to active recipients are more likely to end up in spam folders, get throttled, or be blocked entirely.

In the short term, you might notice more bounces, lower open rates, and reduced engagement - even if your email content hasn’t changed. Just a few hits to pristine spam traps, especially in smaller campaigns, can raise red flags for mailbox providers.

Over time, repeated spam trap hits can lead to more severe consequences. Your sending IPs or domains could be added to blocklists like Spamhaus, which triggers aggressive filtering by major providers like Gmail, Outlook, and Yahoo. Recovering from this damage often requires extensive efforts, such as warming up new domains, segmenting email traffic, and rebuilding your sender reputation from scratch.

According to Blueshift, poor list hygiene and spam trap hits can slash deliverability rates by up to 50%, significantly reducing the likelihood that your emails reach inboxes. Industry standards also suggest keeping spam complaint rates below 0.1% (1 complaint per 1,000 emails) to maintain a strong reputation.

The real cost of spam traps goes beyond technical issues. When emails fail to reach inboxes, sales opportunities are lost, and outreach campaigns struggle to generate leads or drive conversions - directly impacting revenue.

Why Cold Email Campaigns Hit Spam Traps

Cold email campaigns are particularly vulnerable to spam traps, often due to poor data sourcing. These campaigns frequently rely on purchased lists, scraped data, or outdated databases, all of which increase the likelihood of including spam traps.

For instance, purchased or brokered lists often combine contacts from various unknown sources, such as scraped websites or old databases where spam traps are deliberately placed. Even small lists can contain a high concentration of traps, as it’s nearly impossible to verify how the contacts were collected or when they were last active.

Outdated databases pose similar risks. They often include email addresses tied to people who have changed jobs, abandoned their inboxes, or never engaged with your emails. Without routine validation and bounce management, sending to these contacts can gradually damage your reputation.

The risks are even greater with high-volume cold outreach. When you send emails on a large scale - across multiple domains and mailboxes - just a few spam trap hits can generate a cascade of negative signals. This often leads to stricter filtering by mailbox providers. To avoid these pitfalls, it’s essential to implement effective spam trap detection and maintain clean, validated email lists.

How Spam Trap Detection Tools Work

Spam trap detection tools act as a safeguard between your email contact lists and your sending infrastructure. They analyze each email address using specific checks to identify risks before you hit "send."

How These Tools Detect Risks

Spam trap detection tools rely on a mix of technical methods to evaluate email addresses. These methods include infrastructure checks, historical data analysis, and pattern recognition to determine the risk level of each contact.

DNS and mailbox-level validation forms the backbone of these detection systems. They perform tasks like SMTP handshakes and MX lookups to verify if an email address is valid. Domains with catch-all settings, which accept all incoming mail, are flagged as high-risk since their delivery status cannot be confirmed.

List scoring translates technical signals into an easy-to-understand risk score, typically ranging from 0 to 100. Each email address gets a score and a label such as "safe", "risky", or "toxic." These scores take into account factors like the likelihood of being a spam trap, bounce rates, and historical complaint data. Advanced tools allow you to set custom thresholds, so you can automatically suppress high-risk addresses and segment your list based on risk levels.

Engagement history analysis is another critical step. By reviewing engagement data, these tools can identify active contacts and flag abandoned or trap addresses. This is particularly helpful for spotting recycled spam traps - email addresses that were once legitimate but now silently harm your reputation.

Role-based email detection identifies addresses tied to organizational functions rather than individuals. Common examples include info@, sales@, support@, and admin@. These addresses are typically flagged because they rarely indicate personal engagement.

Real-time verification ensures email addresses are checked immediately, either when they're captured or just before sending. Through API integrations, the system conducts syntax checks, DNS and MX lookups, and disposable email validations. If an address shows signs of being a spam trap, it can be blocked automatically, preventing it from entering your active campaigns.

These methods not only help assess risks when you upload a list but also guide how detection is applied during your campaigns.

Key Stages of Detection

Spam trap detection takes place at three critical stages: before sending, during campaigns, and in real time as emails are delivered.

Pre-send list cleaning happens before launching a campaign. At this stage, you upload your contact list into the detection tool, which performs a thorough verification and risk analysis. Contacts are categorized into "safe", "monitor", and "suppress" groups based on their scores. High-risk addresses are removed, borderline contacts are tested in smaller campaigns, and the safest addresses are used for primary outreach. This initial cleaning step is essential for protecting your sender reputation.

Continuous monitoring kicks in during active campaigns. The tool connects to your sending data to track issues like rising bounce rates, spam complaints, or sudden dips in open rates. If it detects problems - like repeated emails to known spam traps or a spike in complaints - it identifies the problematic addresses and flags them for suppression. This allows you to adjust your campaigns before further damage occurs.

Real-time suppression is the final layer of protection. As emails are prepared for delivery, the detection system checks each address against the latest data, including trap lists and reputation rules. High-risk addresses are automatically blocked from receiving emails. This is especially useful for large-scale operations, as it prevents newly flagged addresses from harming your campaigns.

In addition to these scheduled checks, detection tools continuously monitor for emerging risks.

Warning Signs of Spam Trap Risks

Detection tools help identify potential spam traps by flagging specific warning signs. Keeping an eye on these indicators in your dashboard can help you address risks early and maintain better list hygiene.

• Trap-likelihood scores: Higher scores for certain domains or clusters of addresses could indicate questionable contacts. If your lead sources frequently yield high-risk addresses, it’s time to reevaluate your data acquisition processes.
• Catch-all and disposable addresses: Catch-all domains accept all mail, making it hard to verify individual addresses, while disposable addresses from temporary email services often lead to low engagement. Both increase the risk of spam traps.
• Suspicious domain patterns: Domains associated with spam traps, recent reputation downgrades, or unusual configurations are flagged. Detection tools monitor these patterns and alert you to potential risks.
• Role-based addresses: Emails like contact@, help@, or noreply@ often show no engagement. Repeated sends to these addresses could signal they’re functioning as passive traps.
• Inbox placement shifts: If emails from specific segments or domains increasingly land in spam folders, it’s often a sign of risky addresses triggering spam filters.
• Rising hard bounce rates: A spike in bounces, especially from certain lead sources, suggests issues with your data acquisition practices. Scraped lists or purchased databases are common culprits.

What to Look for in Spam Trap Detection Tools

Spam trap detection tools come in all shapes and sizes. Some stick to basic email verification, while others provide more robust protection tailored for scaling cold outreach campaigns. Accurate detection is essential, but advanced features can take your deliverability and email operations to the next level.

Core Detection Features

At the heart of any effective spam trap detection tool is its ability to spot risky email addresses before they wreak havoc on your campaigns. The best tools rely on multiple detection layers instead of single-point checks.

• Historical engagement data: Tools should analyze past interactions, such as opens, clicks, and replies, to identify inactive or abandoned addresses that could have turned into spam traps.
• List-source analysis: A good tool tracks where and when contacts were collected. It flags risky batches, like those scraped from the web or sourced from questionable vendors.
• Pattern-based detection: Confidence scores are assigned based on red flags, such as role-based emails, pristine traps, or typos, allowing for automated suppression.
• Advanced verification checks: These include format validation, DNS, MX, catch-all, and mailbox-level checks. Email statuses like valid, accept-all, disposable, or likely traps allow for easy segmentation.
• Confidence scoring: Risk scores translate technical data into actionable insights. You can use these scores to pause sending or test borderline contacts in controlled campaigns.
• Real-time verification: API integration allows for on-the-spot checks at the point of collection or before sending, automatically suppressing high-risk or undeliverable emails.

These detection features are the backbone of any tool, but they work best when paired with security and deliverability enhancements.

Deliverability and Security Features

Beyond detection, strong security features are vital for maintaining your sender reputation and ensuring ongoing deliverability:

• SPF, DKIM, and DMARC validation: These automatically verify authentication records for sending domains, flagging any misconfigurations and offering clear steps to fix them.
• Blacklist monitoring: Tools should continuously check if your IPs or domains appear on major blocklists. Instant alerts help you address issues quickly by linking them to specific campaigns or lists.
• Real-time alerts: Notifications for spikes in hard bounces or spam complaints keep you ahead of potential problems. Alerts can be customized for quiet hours or escalated across teams in different time zones.
• Domain impersonation protection: Detect unauthorized or lookalike domains to safeguard your brand and deliverability before damage escalates.
• Access controls and audit logs: For agencies or large teams managing multiple domains, role-based access and detailed logs reduce the risk of cross-contamination.

Features for Scaling Operations

When handling dozens - or even hundreds - of domains and mailboxes, manual checks are no longer an option. The right tool will streamline processes through automation and centralization:

• API integration and bulk operations: Support for bulk uploads and real-time verifications via API ensures smooth integration with CRMs, sales platforms, or internal tools.
• Centralized dashboards: A unified interface provides a clear view of domain, IP, mailbox, and campaign metrics, making it easier to spot trends and fix issues at a granular level.
• Detailed mailbox-level reporting: Break down key metrics like inbox placement, spam-folder rates, bounces, and complaints by provider (e.g., Gmail, Outlook). Trend reports over time help refine your strategy.
• Integration with infrastructure platforms: Tools like Mailforge can sync domain status, reputation data, and DNS checks. This allows you to shift sending volumes away from stressed domains before ISPs impose stricter filtering.
• Scheduled rechecks: Regular revalidation - weekly for high-volume lists or monthly for slower campaigns - keeps risk assessments up to date, as some addresses may turn into traps over time.

How Detection Tools Improve Your Email Deliverability

Spam trap detection tools play a key role in boosting email deliverability by identifying and removing risky contacts that can harm your sender reputation. By cleaning your email lists before sending, you reduce the chances of triggering inbox providers' red flags. This means more of your emails land in recipients' primary inboxes rather than being flagged as spam or blocked entirely.

Preventing Spam Trap Hits

When a detection tool identifies a contact as high-risk or a potential spam trap, suppress that address immediately from all current and future email campaigns. Even a single spam trap hit can send negative signals that impact your entire email-sending system.

Once you've suppressed flagged addresses, dig into how these risky contacts entered your database. If a specific data source - like an enrichment provider, scraper, or purchased list - repeatedly introduces spam trap–suspected contacts, it's time to reevaluate, audit, or replace that source. Track trap-risk rates by source and focus on scaling channels that consistently maintain low-risk scores. This approach ensures that increasing your email volume doesn’t compromise your list quality.

Regularly reviewing your data sources and updating your processes is crucial. Only contacts that pass both validation and spam-trap checks should make it into your sending segments. This creates a feedback loop that continuously improves the quality of your email lists and strengthens your overall campaigns.

How This Improves Your Campaign Numbers

Avoiding spam trap hits helps your campaigns steer clear of the negative signals that lead to filtering. When fewer emails land in spam traps, inbox providers are more likely to trust your emails and deliver them to the primary inbox, boosting visibility. This means recipients are more likely to open your emails on time and in the right folder, leading to higher open rates, more replies, and better performance across platforms like Gmail and Outlook.

Filtering out invalid or risky addresses also reduces hard and soft bounce rates. Since bounces are a red flag for inbox providers and anti-abuse networks, lowering them helps protect your sender reputation. Fewer bounces and trap hits also minimize the risk of your domains and IPs ending up on blocklists. If you're already listed, consistently sending clean emails can help rebuild your reputation and improve inbox placement over time.

These efforts directly impact your campaign metrics. With more emails reaching legitimate recipients, open rates rise. Reply rates improve as you're connecting with real people who match your targeting criteria. Spam complaints drop because you're no longer sending emails to invalid or abandoned addresses. These improvements create a snowball effect - better engagement signals encourage inbox providers to trust your emails, leading to even better placement in the future.

Tracking Your Deliverability Progress

To measure the impact of spam trap detection on your performance, closely monitor key metrics like inbox placement, open rates, reply rates, bounce rates, spam complaints, and blocklist data. Break these metrics down by campaign, domain, and mailbox to understand how your list-cleaning efforts are translating into better results.

Keep an eye on domain and IP reputation scores through major providers or third-party reputation dashboards. These scores reflect how inbox providers view your emails over time. Conduct periodic inbox placement tests using seed lists across major providers to observe where your emails land - primary inboxes, tabs, or spam folders. This helps you track how algorithms are treating your emails.

To see trends, compare your reputation and placement metrics before and after implementing stricter spam-trap controls. For example, if your inbox placement rate was 65% in October 2024 and increased to 82% by December 2024 after adopting detection and suppression workflows, you can directly link the improvement to better list hygiene.

A strong feedback loop is essential. Use a central dashboard to track spam trap risks by list source, campaign, and domain. Automate updates to suppression lists and segmentation rules based on detection results. For high-volume programs, review these trends weekly, adjust acquisition channels or sending volumes as needed, and monitor the impact on inbox placement, engagement, and reputation in subsequent cycles.

For larger teams, integrating detection tools with platforms like Mailforge can simplify the process. Mailforge combines spam trap detection with tools to manage hundreds of domains and mailboxes. It allows you to route clean, low-risk segments through your highest-reputation assets. With centralized DNS automation, infrastructure warming, and bulk domain management, Mailforge helps isolate risky traffic, safeguard core domains, and implement updated list hygiene rules across multiple mailboxes. This makes detection-driven improvements scalable, even for high-volume cold outreach programs.

Adding Spam Trap Detection to Your Cold Email Setup

To keep your cold email campaigns running smoothly, spam trap detection should be a core part of your workflow - not just a one-off task. By embedding detection into every stage of your operations, you can prevent risky contacts from ever entering your system, ensuring better deliverability and protecting your reputation.

Where to Use Detection Tools in Your Workflow

To safeguard your email deliverability, spam trap detection should be applied at three key stages: when importing leads, before launching campaigns, and during ongoing monitoring of your sending infrastructure.

When importing leads, make sure new contacts are verified and scored before they’re added to your lists. Whether you’re uploading a CSV file, syncing data from a CRM, or collecting leads through web forms, route all entries through a detection system. This step flags role-based addresses, catch-all domains, and other high-risk patterns. Quarantine questionable contacts and enforce a rule: no list can be used in a campaign until it meets a quality benchmark, such as zero known spam traps and minimal unverifiable addresses. This simple measure reduces bounce rates and complaints.

Before launching a campaign, perform a fresh verification of your email list. Use updated spam trap databases and recent bounce or complaint data to identify suspicious addresses. Suppress contacts linked to hard bounces, frequent complaints, or prolonged inactivity. Making this a mandatory step helps prevent deliverability issues that could disrupt your campaigns or even your entire quarter’s performance.

Ongoing monitoring involves regular list rescans - weekly or before major campaigns - along with checks on your sending domains and IPs for reputation and blocklist status. Set up alerts for unusual spikes in bounces or complaints. Review metrics like inbox placement, spam folder rates, and engagement trends weekly, and correlate any negative changes with potential spam trap hits or list issues. Use dashboards and alerts to pause campaigns, rotate domains, or clean up lists as needed.

Using Mailforge for Large-Scale Deliverability

Managing multiple domains and mailboxes can get complicated fast. That’s where platforms like Mailforge come in. Mailforge helps streamline the process for teams handling large-scale email operations, offering tools for DNS setup, authentication, and configuration - all aligned with best practices for deliverability.

Mailforge’s shared infrastructure simplifies risk management while maintaining consistent warmup and hygiene standards. The platform standardizes critical configurations like SPF, DKIM, DMARC, SSL, and domain masking, reducing errors that could worsen the impact of spam traps. It also prevents new domains from inheriting bad reputations.

With Mailforge, you can enforce global deliverability policies across all domains. For example, you can set rules requiring verification for all contacts, limiting risky addresses, and capping bounce thresholds. Every new domain or mailbox must pass a checklist - covering authentication, warmup, and test sends to monitoring inboxes - before being allowed to send campaigns. Once active, automated workflows sync lists through spam trap detection and continuously monitor results. This ensures that risky segments are suppressed, and problematic domains are rotated or throttled without manual intervention.

Mailforge is trusted by over 10,000 businesses, from startups to Fortune 500 companies. Its cost per mailbox - $2–3 per month - is significantly lower than Google Workspace ($8.40 per mailbox) or Microsoft 365 ($6 per mailbox), making it a cost-effective solution for scaling your infrastructure without compromising deliverability.

Combining Detection with Other Forge Tools

For a comprehensive approach, integrate spam trap detection with other tools in the Forge ecosystem. This creates a seamless cold email setup that covers everything from lead acquisition to campaign monitoring.

Start with Leadsforge to source or enrich leads, and immediately run all new contacts through spam trap detection. Only verified leads should move into your CRM and Salesforge for outreach. Salesforge handles personalized cold email and LinkedIn campaigns using these clean, low-risk segments. By feeding it only verified data, you minimize the risk of deliverability issues.

Warmforge, included with any Salesforge subscription, focuses on gradually warming up domains and mailboxes. This step is critical for new domains or mailboxes, ensuring they’re ready for production without jeopardizing your reputation.

Here’s how it all works together:

• Leadsforge identifies and enriches leads, running them through spam trap detection and scoring.
• Mailforge manages domain and mailbox provisioning, DNS setup, and authentication.
• Warmforge warms up domains and mailboxes before they’re added to campaigns.
• Salesforge executes outreach using only verified, warmed-up contacts.
• Continuous monitoring ensures that spam traps, blocklists, and inbox placement issues are addressed promptly.

For larger teams, centralizing deliverability and list hygiene responsibilities in a dedicated operations or RevOps team is a smart move. These teams can define standards for data quality, verification, and acceptable risk levels. Real-time suppression via APIs or integrations ensures that flagged addresses are immediately removed from active campaigns and future uploads. Pairing these policies with platforms like Mailforge and structured monitoring - such as weekly reviews of reputation trends and engagement metrics - helps maintain scalability without constant firefighting.

Conclusion

Protecting yourself from spam traps is crucial for maintaining strong inbox placement and consistently reaching key decision-makers. Falling into spam traps repeatedly harms your sender reputation with email providers like Gmail and Outlook, which can directly impact your pipeline, response rates, and revenue from cold email campaigns.

Spam trap detection tools play a vital role in safeguarding your sender reputation. These tools constantly scan your email lists for risky addresses, flag patterns associated with spam traps, and suppress questionable contacts. When paired with proper email authentication, gradual warm-up strategies, and regular monitoring, these tools help maintain essential deliverability metrics - like delivered-to-sent ratios, bounce rates, and complaint rates. Over time, typically within 3–6 months of consistent use, these efforts build momentum, enabling you to scale your daily email volume without triggering new filters or landing on blocklists.

To further strengthen your email outreach, tailored infrastructure solutions can provide additional support. For example, U.S.-based teams handling large, multi-domain cold email setups can benefit from Mailforge. This platform simplifies the technical side of deliverability by centralizing domain and mailbox management, automating DNS configurations, and ensuring consistent authentication and hygiene policies across numerous sending identities. At approximately $2–3 per mailbox per month, Mailforge offers an affordable way to scale your operations while minimizing risks to your sender reputation.

This interconnected approach reinforces the importance of maintaining list hygiene and monitoring deliverability. The broader Forge stack extends protection across all stages of your outbound workflow. Tools like Leadsforge verify leads, Mailforge handles domain provisioning, Warmforge warms up new mailboxes, and Salesforge manages targeted outreach campaigns with clean contact lists. Together, these solutions ensure that spam trap detection, authentication, and reputation monitoring remain consistent as you expand your operations with new domains, mailboxes, and campaigns.

Deliverability isn’t a one-time task - it’s an ongoing strategy. Instead of just asking, "Is this list safe to send to?" think about the bigger picture: "Will this sending behavior still be effective months from now as we grow?" With that mindset, spam trap detection tools and platforms like Mailforge become essential pieces of a reliable outbound strategy - one that allows you to scale without damaging your reputation, burning through domains, or losing access to your prospects' primary inboxes. When technology, processes, and team education align, you’ll be well-positioned to maintain high inbox placement and maximize the ROI of your cold email efforts.

FAQs

What are pristine, recycled, and typo spam traps, and how do spam trap detection tools identify them?

Spam traps are special email addresses designed to expose spammers and highlight poor email practices. There are three main types:

• Pristine spam traps: These email addresses were never used by actual people and exist solely to catch unsolicited emails.
• Recycled spam traps: These are old, inactive email addresses that have been repurposed to flag senders using outdated or poorly maintained email lists.
• Typo spam traps: These result from common misspellings of legitimate email addresses, often added unintentionally.

To identify these traps, spam trap detection tools analyze factors like bounce rates, engagement levels, and recipient behavior. By removing suspicious addresses, these tools help keep email lists clean, protect sender reputations, and improve the success of cold outreach campaigns.

What happens if your email campaigns consistently trigger spam traps?

Consistently hitting spam traps can wreak havoc on your email deliverability. These traps are specifically designed to catch senders who rely on outdated or unverified email lists, flagging them as potential spammers.

When spam traps are triggered repeatedly, your sender reputation takes a hit. This can cause your emails to be marked as spam or even blocked outright by email service providers. The result? A smaller reach and less effective campaigns, which can derail your efforts to connect with your audience.

The good news is, you can avoid this. Use reliable tools to detect and steer clear of spam traps, keep your email lists up to date, and stick to proven best practices for cold outreach. It’s all about being proactive to protect your sender reputation and ensure your messages land where they’re meant to.

How does Mailforge help ensure clean email lists and boost deliverability for large-scale campaigns?

Mailforge makes handling large-scale email operations a breeze. It allows you to set up and manage hundreds - or even thousands - of domains and mailboxes in just minutes. One standout feature is its automated DNS setup, which keeps your email lists clean and compliant. This reduces the chances of triggering spam traps and boosts deliverability.

With its streamlined infrastructure setup and powerful tools for improving deliverability, Mailforge empowers businesses to scale their cold email campaigns efficiently. At the same time, it helps maintain a strong sender reputation and ensures emails land where they should - in the inbox.

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