Email Reputation: IP vs. Domain Reputation

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Visit www.EmailDelivered.com for Email Marketing and Deliverability Tips, Tools, & Training IP REPUTATION & DOMAIN REPUTATION HOW YOUR REPUTATION IMPACTS YOUR DELIVERABILITY

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Email inboxing is relying more and more on both the domain reputation and the IP reputation. Some ISPs rely more on the IP reputation, while others rely more on the domain, they are shifting more to the domain though, because it is harder to change the domain due to all the data that needs to be moved. Generally there is an underlying issue that should needs to be resolved before making a change. First look at your complaints and why you are getting them, look at the list quality, evaluate your content, look at your IP reputation, and check your domain reputation. If none of these seem to be the problem, then at a last resort setting up a new domain might be the right thing to do.

Transcript of Email Reputation: IP vs. Domain Reputation

Page 1: Email Reputation: IP vs. Domain Reputation

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IP REPUTATION & DOMAIN REPUTATIONHOW YOUR REPUTATION IMPACTS YOUR DELIVERABILITY

Page 2: Email Reputation: IP vs. Domain Reputation

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IP REPUTATION AND DOMAIN REPUTATION HAVE A BIG IMPACT ON WHETHER OR NOT YOUR EMAILS ARE

MAKING IT TO THE INBOX

Page 3: Email Reputation: IP vs. Domain Reputation

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SOME ISPS RELY MORE ON IP REPUTATION WHILE OTHERS RELY MORE ON THE DOMAIN

AOL has it's OWN IP reputation monitor that rates your reputation on a scale of "Bad" "Neutral" or "Good".

If you have a "bad" reputation within AOL's internal scoring, then you'll find that your emails are often sent to the junk folder or blocked entirely.

Page 4: Email Reputation: IP vs. Domain Reputation

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ISPs such as Gmail put much more weight on the sending domain than other ISPs.

Simply changing the IP address won't always resolve delivery problems with Gmail.

SOME ISPS RELY MORE ON IP REPUTATION WHILE OTHERS RELY MORE ON THE DOMAIN

Page 5: Email Reputation: IP vs. Domain Reputation

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ISPs are getting more sophisticated, looking at the “big picture” versus just one single element (like the sending IP.

However, IP address and sending domain still remain the primary filtering mechanism for many ISPs.

Page 6: Email Reputation: IP vs. Domain Reputation

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How Do You Identify If You’ve Got A “Reputation”

Problem?• Look at your overall program and

determine whether or not there are underlying issues that need to be fixed.

• Evaluate the problem, not just the symptom!

Page 7: Email Reputation: IP vs. Domain Reputation

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NOTE: It’s not enough to just change your IP and/or domain. If there are problems with your program, they will resurface.

Work through the underlying problems and get those cleared up before getting a new IP or domain.

How Do You Identify If You’ve Got A “Reputation”

Problem?

Page 8: Email Reputation: IP vs. Domain Reputation

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Evaluate complaints (why you're getting them,

campaigns that generate them most frequently, etc.)

Page 9: Email Reputation: IP vs. Domain Reputation

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Look at list quality (list building practices, list hygiene, engagement, etc.)

Page 10: Email Reputation: IP vs. Domain Reputation

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Evaluate your content. Is the content causing a problem? Is

your HTML formatting correct? Are words, links or patterns in your messaging

causing problems?

Page 11: Email Reputation: IP vs. Domain Reputation

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• Check your IP reputation

• Check your sending domain reputation (look for the ‘return-path’)

• TIP: For a complete troubleshooting process, get the Inbox Troubleshooting Guide at EmailDelivered.com

Page 12: Email Reputation: IP vs. Domain Reputation

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IP REPUTATION & DOMAIN REPUTATIONLearn more about how IP & domain reputation affect your email delivery: http://www.emaildelivered.com/email-reputation-ip-domain-reputation/

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