The ultimate goal of every email is to reach the inbox of the user. However, many factors may result in affecting the delivery of the emails and in consequence you may be landing in an undesirable folder. IP and Domain Name are key metrics for Email reputation. The emails you send will get a better chance to be delivered to the inbox if its reputation score is good.
For instance, that reputation is one of the factors that mailbox providers take into consideration to determine whether your email belongs to their inbox. Therefore, each inbox service provider has its own algorithm that weights factors such as reputation score, engagement level and Spam blacklists.
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Types of Sender’s Reputation
While IP reputation and domain reputation are the two sides of the same coin thus they play an important role in your overall sender reputation.
The IP is a straightforward identifier that helps in determining your reputation. It takes into consideration historical email sending volume, flags generated by users and engagement level from users.
Therefore, If you happen to send the mail from a shared IP, there are possibilities that you could have a poor reputation as result of other users sending with that IP. In this case, many mailboxes might affect your campaign. For this reason organizations looking for a long term Email Marketing solution usually send from a dedicated IP.
A dedicated IP address isolates your email reputation from other users with poor email practices.
Domain reputation is measured on the domain level. This means that your brand takes precedence when it comes to ISP filtering decisions. Moreover, if you could have hundreds of different domains sending on the same IP, domain reputation score gains more weight.
Website content classification results in the reputation of a domain. A separate domain name is desirable for outreach campaigns. This will be advantageous in a way that it will have better control over reputation.
New domain names needs about 1-2 months to earn reputation. For this reason, you should put in place an IP warming strategy to gradually increase the email sending volume.
Give a try to our Free IP Warming Scheduler
Free Tool to Check your IP and Domain Reputation
Cisco Talos Intelligence Group provides an awesome tool to check IP and domain reputation. Consequently, it helps you to monitor whether an IP address is blacklisted in an SBL (Spam Block List).
How to use it:
- Visit https://talosintelligence.com/
- Enter your sending domain name or IP address
- Check if there is Blacklist Alert
- Check your Email reputation
How to Interpret the Score
Cisco Talos will grade your IP reputation with a neutral, poor or good reputation. A good reputation classification should be the ultimate goal you should fight for. Therefore, to improve your score take into consideration the points mentioned by the tool. Cisco Talos tool is a good reference as it is the main source for reputation score for Snort IDS and SpamCop SBL.
Use MailRush.io Email Marketing Tool to Improve Reputation
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In conclusion, If outreaching to a targeted audience is your goal, domain and IP reputation are crucial factors to take care of.