![]() While many factors can influence your deliverability, your IP reputation is a vital component for ISPs deciding if they trust you. If you want your emails to make it to the inbox, you need a good IP reputation. This means there’s not just one overall IP reputation, and depending on the relationship you have with each ISP, your reputation may vary significantly across all receivers It’s important to note that every receiver (including middlemen like forwarders, third party spam filters, third party block lists, etc.) will have their own experiences and data associated with your sending IP address. Think of your email sending IP as the address that pinpoints the sending server for your emails-and your IP reputation as the level of trust inbox providers have in that sending IP. ![]() Internet Protocol addresses (IP addresses) are unique identifiers that define a location on the internet. A shared IP’s reputation, on the other hand, is built on the activity of all senders that are using the same sending IP. If you use a dedicated IP, then the reputation is based solely on your actions. For example, a history of low spam complaints and bounce rates makes your sending IP more trustworthy, while a high number of complaints will put a dent in your IP’s credibility. Inbox providers are looking at many different data points to form their opinion. Just like in real life, reputations are built on past actions, both good and bad. In the same way, your sending IP address has a history and associations that receivers keep track of to know whether your message deserves to pass the velvet rope. They may bounce or reject people based on what they've done in that club in the past, and they may accept people based on who they're associated with. It’s their job to assess anyone who wants to come in and decide if they should let them past the front door.īouncers, just like ISPs, want to maintain a safe and interesting space. Internet service providers (ISP) are a bit like bouncers outside of your subscribers’ inboxes. Looking for a sender with great IP reputation?.Email deliverability is an ongoing process.Thankfully, there are quick ways to get a gauge on what mailbox providers think of your sending IP. If you want to monitor or improve your email deliverability, IP reputation will be one of your first stops. But until you check under the hood, it can be hard to tell if your work has paid off. You do your best to follow the rules and send emails that make both customers and inbox service providers happy.
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