Whenever someone is suspected of a crime, they check where that person lives, who they are, and whether they have a criminal record. To measure domain reputation, they check the history of the sender’s domain address. To determine the IP reputation score, ISPs check the reliability of the sender’s IP address. The differences between them are primarily in the scope. IP reputation and domain reputation comprise the email sender reputation. High bounce rates indicate that your mailing list isn’t maintained regularly, making ISPs suspicious.ĭepending on these factors, your IP address will receive a reputation score between 0 and 100. For more information on the difference between hard and soft bounces, read our dedicated blog post on this. A permanent failure is called a hard bounce, while a temporary failure is a soft bounce. Bounce rates – bounces happen when emails can’t be delivered to the address.Spam complaint rates – frequent spam complaints indicate to ISPs that your recipients aren’t interested in your emails.If the open and click rates are low, your emails may be seen as spammy. Open and click rates – ISPs also check your recipients’ engagement.However, if the IP isn’t warmed up (more on that later), high sending volume can raise red flags among anti-spam filters and reduce the reputation as a result. Sending volume – this one is particularly tricky because high sending volume can positively impact your reputation.Multiple factors impact email IP reputation: Your server IP reputation directly impacts email deliverability whether you send transactional emails or carefully-planned email marketing campaigns. When ISPs spot malicious activity, such as phishing attacks or spoofing, they put the IP address on blacklists. Vice versa, emails will be discarded or marked as spam if the reputation is poor. If IP reputation is good (and all other parameters are in check), ISPs will most likely deliver the emails to the inboxes. They do so to determine if the emails should be delivered to the inboxes, rejected, or sent to the spam folders. What is email IP reputation and why is it important?Įmail IP reputation is a measure that Internet Service Providers (ISPs) use to evaluate whether the sender is legitimate or not. There could be multiple culprits, and poor email IP reputation is one of them. You fixed everything in terms of code and assumed your emails would be delivered right to your customers’ inboxes.īut once you start sending, your emails land in spam folders instead. Let’s say you spent months developing an app and integrating an email-sending functionality.
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