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IP Reputation

What is the meaning of IP Reputation?

The IP Reputation of a sender is a comprehensive approach to your IP, encompassing factors like sender actions, email deliveries, reports, and spam complaints. Factors like low open/click rates, spam complaints, and bounces adversely affect the sender’s reputation.

Since emails are sent from IP addresses, they are seen as unique identifiers of email streams. An IP address can either be dedicated or shared. Shared IP addresses are such that several companies send their emails using the same IP address.

Dedicated IP addresses are preferred by senders with higher email sending volume. Irrespective of your sending volume, most email senders prefer sending their marketing and transactional emails on different IP addresses.

Dedicated IPs allow improved control of your IP reputation, after all, the activities of other senders do not affect your sending reputation.  When using a dedicated IP address, ensure the IP is properly warmed up before you send emails to your entire list.

You can learn how to warm up your dedicated email IP address here.

3 Key Aspects of Email Reputation

  1. Bounce Rate, which is the number of messages that are not delivered divided by the number of sent emails.
  2. Compliant Rate, which is the number of recipients who reported your messages as spam divided by the number of delivered emails.
  3. Spam Trap Hits, which is the number of messages delivered to addresses that are meant for tracing and documenting spam.

Some of your emails may end up in the spam folder or be segmented into tabs if you have a somewhat poor reputation.

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