Domain reputation

How it works

Reputation is built from signals like spam complaints, authentication results, age, and whether the domain has appeared on blocklists. A good reputation gets your mail delivered and your links trusted; a poor one sends you to spam or behind warnings. Abuse from a lookalike domain can spill over and dent how recipients perceive your brand even when your own domain is clean.

Recovering a damaged reputation is slow, so prevention matters.

How it relates to brand impersonation

Impersonation hurts the trust your domain has earned. Removing the lookalikes and phishing that abuse your name protects the reputation your real domain depends on.

How nebty helps

nebty protects the reputation tied to your brand by detecting and removing the lookalike domains and phishing that would otherwise drag it down. Monitoring is where this starts.

What builds and breaks reputation

Domain reputation is scored continuously by mail providers, browsers, and security vendors, and you rarely see the number directly; you see its effects in whether your mail lands in the inbox and your links open without a warning. It builds slowly from consistent authenticated sending, low spam-complaint rates, and a clean history, and it drops fast after a spam spike, a malware incident, or a blocklist appearance. The part many teams miss is spillover: when a lookalike domain abuses your name for phishing, recipients who get burned associate the harm with your brand, and aggressive blocklisting of the lookalike can bleed into how filters treat anything resembling it. Protecting reputation is therefore not only about your own sending hygiene; it includes finding and removing the impersonators trading on your name.