What is IP reputation? How to improve email deliverability!

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2019-04-05(Updated: 2024-12-28 )
Email Delivery BasicsIT knowledge


Some of you who distribute email newsletters may have noticed that your delivery rate is low. There are various reasons for low delivery rate, such as email capacity and domain, but one of them is low IP reputation.

This time, we will introduce you to ways to improve loan officer email list your IP reputation and increase your deliverability.







Table of Contents [Hide]

1. What is IP Reputation?
1.1. IP Reputation Mechanism and Delivery Rate
2. How to check IP reputation
3. How to improve your IP reputation
3.1. Setting up sending domain authentication
3.2. Send emails that are relevant to your recipients’ interests
3.3. Mailing List Review
4. Summary



What can senders do to avoid their emails being marked as spam?
There are "senders" and "receivers" in email delivery, and their definitions of "spam prevention" seem to be polar opposites. You may think, "If I send it, it will arrive without any special measures, right?" However, the rules regarding spam mail from mobile carriers and Internet service providers are getting stricter every year, and there are cases where emails are not delivered.
Alala Message


What is IP reputation?
IP reputation is a system that evaluates the reputation of the IP address from which email is sent, such as its integrity, and restricts communication when sending email. A score is assigned to each IP address used to send email, based on whether the IP address is sending spam or operating a malicious website.

Therefore, if the rating (score) is low, it is more likely to be deemed spam or junk mail and will be blocked.







How IP reputation works and deliverability
IP reputation is

Each ISP, such as Google or Microsoft
Third-party services such as Return Path's Sender Score and Cisco's SenderBase
is evaluated by:

There are two types of evaluation indicators: "sender's delivery practices" and "engagement." Specifically, "sender's delivery practices" include spam reports, sending emails to spam traps and non-existent recipients, while "engagement" includes opening emails and clicking the "not spam" button.

If your IP reputation is low, your email will be rejected before it reaches the receiving server and will become spam, which will result in a lower delivery rate.