How APRF Helps You Understand Your Email Reputation
Blog post from Resend
Aggregate Performance Reporting (APRF) is a draft email deliverability feedback standard supported by contributors from Comcast, Google, and Iterable that would provide senders with daily, aggregated reports on how mailbox providers classify emails and how recipients engage with them. Reports, delivered as JSON to an address configured through DNS similarly to DMARC reporting, indicate whether messages reached the inbox or unwanted folders and summarize positive, negative, or neutral engagement, though providers may define the underlying actions and use intentionally imprecise bucketed counts to protect data. Senders configure APRF using a DNS TXT record derived from their DKIM selector and domain, and may optionally use a Signer-Defined Identifier header to segment reporting by factors such as campaign, region, or transactional versus marketing mail. Inbox placement and positive engagement generally indicate healthy sender reputation, while unwanted classification and negative signals suggest deliverability issues. Although APRF has not yet been adopted by an IETF working group and Gmail does not currently issue reports, Comcast has implemented it, making the proposed standard a potentially useful tool for monitoring bulk-email reputation as adoption expands.
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