What is IP and Domain Reputation?
In the context of
Email Marketing, IP and domain reputation refer to the credibility score assigned to your sending IP address and domain. These scores are crucial in determining whether your emails land in the inbox or get filtered to the spam folder. Reputation is influenced by factors such as email volume, complaint rates, and engagement metrics.
Why are IP and Domain Reputation Important?
Maintaining a good IP and domain reputation is essential for ensuring high email deliverability. Internet Service Providers (
ISPs) use these scores to gauge whether your emails are legitimate. A poor reputation can lead to emails being blocked or sent to the spam folder, severely impacting your
email campaign effectiveness.
Sender Score by Validity: Provides a score from 0 to 100, indicating your sending reputation.
Google Postmaster Tools: Offers insights into how Gmail users are interacting with your emails.
Microsoft SNDS: Allows you to monitor your sending IP reputation with Microsoft email services.
MXToolbox: Provides a comprehensive analysis of your domain and IP reputation.
Email Volume: Sending a high volume of emails can attract scrutiny from ISPs, especially if your engagement rates are low.
Complaint Rates: High rates of spam complaints can significantly damage your reputation.
Bounce Rates: A high number of undeliverable emails can signal poor list hygiene.
Engagement Metrics: Low open and click rates can indicate that your emails are not relevant to your audience.
Spam Traps: Hitting a spam trap can severely harm your sending reputation.
How Often Should You Check Your Reputation?
Regularly monitoring your IP and domain reputation is crucial for maintaining high deliverability rates. It is recommended to check your reputation at least once a month, or more frequently if you notice a drop in engagement metrics or an increase in bounce rates.
What to Do if Your Reputation is Low?
If you find that your IP or domain reputation is low, take immediate action to rectify the issues. Start by identifying the cause, whether it be high complaint rates, poor list hygiene, or low engagement. Implement the best practices mentioned above and consider consulting with an
email deliverability expert if necessary.
Conclusion
IP and domain reputation checks are vital components of a successful email marketing strategy. By understanding the factors that influence reputation and taking proactive steps to improve it, you can enhance your email deliverability and achieve better campaign results.