What Is An IP Address Reputation And How Does Your IP Score Affect Your Email Deliverability?

Your organization’s IP score, or IP reputation, is highly important when sending emails and launching email marketing campaigns. Also known as a sender score, the IP reputation affects email deliverability, which is fundamental for a successful email campaign and communication. In this article, we examine IP scores in greater detail and examine how to maintain a strong IP reputation. 

What Is An IP Score Or IP Reputation?

An IP score is a score associated with the sending IP address’s reputation. It helps service providers to assess whether or not your email makes it past the spam filter. Your IP score can change depending on various factors, including receiver complaints and how often you send out emails.

Why Is The IP Reputation Important?

A strong IP score means you are considered a trustworthy source. This means that your emails will reach your intended recipients, and your email campaign, therefore, stands a greater chance of being effective. Conversely, if your customer base regularly notices emails from your organization in their spam folder, it may start to foster a negative image of the company, which could have a long-term impact.

How Does Your IP Reputation Affect Email Deliverability?

A sender’s IP reputation determines whether an email reaches the inbox or the spam folder. A poor reputation means your emails are more likely to be marked as spam or in some cases, just rejected altogether. This could have real consequences for the organization. If you want to be confident in the deliverability of your emails, maintaining a strong sender reputation is very important.

IP reputations are managed across third-party services, ISPs, and blacklist servers. Some are shared and synchronized, some are proprietary and even unavailable for checking.

Dedicated IP Address versus Shared IP Address?

You might be surprised that most email service providers (ESP) do not provide a dedicated IP Address for each of their accounts. In other words, your sending account is shared across multiple email accounts. This may be good or bad depending upon the IP Address’ reputation:

How Do You Ensure A Strong IP Reputation?

There are a variety of factors when it comes to determining and maintaining your IP reputation. Allowing customers to easily unsubscribe from your emails if they want to is one step you can take; this will reduce spam complaints about your emails. Pay close attention to how many emails you send and how frequently you send them as well – sending too many in quick succession may be damaging for your IP reputation.

Another useful step is to verify your email lists by using an opt-in method or regularly removing email addresses that bounce from your mailing list. Your exact score will always change over time, but taking these steps will help it to stay as strong as possible.

How Do You Create A Strong Reputation With A New Sender?

Whether you’re sending bulk messages through your own mail server, or have signed up for a new Email Service Provider, IP Warming is the processes by which you need to generate an initial, strong reputation for your IP address.

Read More About IP Warming

Tools To Check An IP Reputation

Various software is now available that allows you to easily check your IP reputation; you might find this useful ahead of a mass marketing campaign. Some software can also give guidance on ways to improve your sender score as you go forward. Here are a few to get you started:

If you need more help with your organization’s IP reputation or email deliverability, contact us for further details.

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