The hygiene of your email list combined with best practices ensures better deliverability and not just some Email Inbox Sender. Let’s reconnect to discuss some more things to help you improve email delivery. Sending IP/Domain reputation is something that is considered a key to achieving good delivery rates.
If the target is the prospect’s inbox, then make sure the winning strategy is building a solid sending reputation and then maintaining it in the long run. The overall reputation essentially depends on the reputation of originating IP address and the sending domain.
Table of Contents
- IP reputation
- Dedicated IPs
- Domain reputation
- Mumara IP/Domain reputation monitoring
IP Reputation
Since the emails you send originate from an IP address, their reputation plays a vital role in achieving good inbox delivery rates. There are certain things that count and can help you identify how good your IP’s reputation is for hitting the target inbox.
Return Path has a good service at its credit that lets you gauge the IP reputation in terms of your sender score from number 0 to 100.
The position of your sender score between 0 to 100 reflects the ISP’s behavior toward the IP address. The metrics that Return Path considers to scale the sender score are more are less similar to what ISPs take into account for evaluating the IP reputation.
Building and maintaining an IP reputation can sometimes be controlled by the sender, depending on the sending infrastructure. Several service providers share IP addresses across several senders/companies, for them to send the emails from the shared originating IP.
While some other senders trust a dedicated IP address for their sending. Service providers that offer shared IP access to numerous senders, often place strict surveillance on the sender’s activity to maintain a good sending reputation.
And if the senders’ activity isn’t well monitored through initiatives like Omnivore by Mail Chimp, delivery rates of all the senders on the shared IP can drop due to the wrong activity performed by one user to damage the IP reputation.
Dedicated IPs…
However, for the dedicated IP, you have been given good control and flexibility to build and maintain the reputation of the IP address for improved inbox placements. When considering infrastructure other than the ESP solution i.e. self-hosted SMTP server, always go for dedicated resources, especially the IP address.
Don’t jump to the maximum volumes when the dedicated IP is new, warm up the IP address and gradually increase the sending volume. ISPs suspect the traffic coming from a new IP address and take note of certain things (i.e. Subscriber Engagement) until they conclude that the incoming traffic is legitimately originating from IP with a clean reputation.
Also, make sure that the IP you are using isn’t listed publically across any of the blacklists. Deliverability significantly suffers due to the listed IPs and domains.
Domain Reputation
Along with the IP address, sending domain also carries substantial value to improve overall sending reputation and deliverability. The reputation of a domain depends on a number of things that include, including domain age with spotless history being the most favorable factor.
Newly registered domains that aren’t recognized for any past activity are considered suspicious like cold IP addresses, web monitors and ISPs tend to thoroughly scrutinize incoming emails from the newly registered domains.
On the other hand, emails sent from a well-reputed old domain are accepted more swiftly. So before deciding on a domain for the purpose of sending from, make sure the domain is preferably an old domain and shouldn’t be listed on any of the blacklists to avoid suffering from poor inbox rate.
Mumara IP/Domain Reputation Monitoring
Mumara helps you manage the reputation of your IP as well as sending domains with its integrated feature that monitors IPs and Sending Domains against the selected blacklists, which instantly marks/ notifies the IPs/domains listed on any of the selected blacklists.
To avoid the listed IP killing your effort, it moreover offers you the ability to deactivate the SMTP with the listed IP and automatically shift to another SMTP with clean IP to send. Keep an eye on the reputation of your IP and Domain for sustainable deliverability.
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