What is email IP reputation and its importance in email marketing?

IP reputation refers to the evaluation of the quality of the IP address from which emails are sent to subscribers. Email providers are responsible for monitoring and determining the potential risk of different IP addresses using different tools. This score is crucial to ensure the success of your email marketing campaigns, as it determines whether emails reach users’ inboxes or are instead classified as spam.

This rating is calculated based on several factors, such as the number of unsubscribes , the rate of emails marked as spam , and user behavior . IP reputation is crucial, as a bad reputation can lead to your emails being classified as spam, which brazil phone number data not only reduces the opening rate but can also damage your brand image.

How can MDirector help you with your IP reputation?

At MDirector we want to help you monitor the reputation of your IP , so that you can be sure that your email marketing campaigns have the email marketing to improve the customer journey: practical guide with examples desired impact and that your emails do not end up in the spam, trash or blocked folders.

At MDirector we have a team of professionals who constantly monitor IPs and analyze their reputation. When an IP goes down, the possible email leads database causes are studied and analyzed, the client is contacted and an optimal recovery strategy is implemented.

Factors affecting IP reputation

Understanding what may be failing in your IP reputation is key to improving it and achieving success in your email marketing campaigns. Some critical factors are:

• Spamming : If subscribers mark your emails as spam, service providers may detect suspicious activity.
• Email volume : Sending large volumes of messages all at once can be considered spam. It is important to keep the volume consistent and gradual.
• Bounce Rate : A high bounce rate indicates an outdated database or one with incorrect addresses.
• Blacklisting : If your IP is on a blacklist, email providers may block your emails.
• Recipient behavior : Marking emails as spam or ignoring them also negatively affects reputation.Factors affecting IP reputation

• Message content : Unsafe links or keywords associated with spam can lead to your emails being filtered.
• Email Authentication : Not having proper authentication, such as SPF, DKIM, and DMARC , can lead to blocking.
• IP Address History : IP history influences your reputation. Changing your IP address frequently can be perceived by email providers as a suspicious practice, such as an attempt to escape blocking or detection.
• Relationship with IPs or domains with bad reputation : Negatively related IPs affect yours through contagion.

How to improve your IP reputation?

After learning what IP reputation is and the factors that negatively influence it, it is important to ensure email delivery. To do so, consider the following recommendations:

• Implement email authentication (SPF, DKIM, DMARC): This is a set of protocols that help verify the legitimacy of your emails. SPF specifies which servers are allowed to send emails on behalf of your domain; DKIM adds a digital signature to the email to verify its authenticity; and DMARC combines SPF and DKIM to provide an additional layer of security and control.
• Clean your mailing lists and get permission from recipients. In order to have a good reputation for your IP, it is important to have a quality database, which will help reduce the bounce rate, reaching recipients who are really interested in your content. For this reason, make sure to delete obsolete or incorrect accounts, and have explicit permission from recipients.
• Get off blacklists. If you find that your IP address has been blacklisted, identify and resolve the cause as soon as possible. Once you have resolved the issue, you can then request that it be removed.

Send relevant and quality content.

Provide valuable and relevant content to your subscribers. This way, you increase the chances of them opening and clicking on your emails.Email rated as suspicious.

• Maintain a consistent sending volume and avoid spikes. It is not advisable to send large amounts of emails all at once, as this can be seen as suspicious activity by service providers. Instead, opt for a steady, gradual pace to maintain a healthy IP reputation.
• Monitor and reduce your spam complaint rate. Pay attention to messages that your recipients are flagging as spam, and work to fix the underlying causes. You can try adjusting your email marketing strategy by improving the quality of your content or cleaning up your mailing list.
• Use a dedicated IP address. If your sending volume is high, you may want to consider using a dedicated IP address instead of a shared one, as this will give you greater control over your IP reputation. It also significantly reduces the risk of being affected by the actions of other senders on the same shared IP address.
• Gradually warm up new IP addresses . If you have just started with a new IP, Mdirector will provide you with the warm-up plan with the rest of the recommendations and steps to follow, depending on your situation.
• Quickly resolve any security issues or vulnerabilities. Keep your infrastructure secure and up to date to prevent your IP reputation from being affected.
• Avoid frequently changing IP addresses. This action can be interpreted by email service providers as a suspicious practice. Keep a stable address and work on improving it.

When to use a dedicated IP to improve reputation?