What is an IP reputation and how does it affect your business?

When it comes to sending emails and launching email marketing campaigns, your organisation’s IP score, or IP reputation, is highly important. Also known as a sender score, the IP reputation affects email deliverability, and this is fundamental for a successful email campaign, as well as for communication more widely.

In this article, we examine IP scores in greater detail and look at how you can maintain a strong IP reputation.

What is an IP score or IP reputation?

An IP score is a score associated with the sending IP address’s reputation. It helps service providers to assess whether or not your email makes it past the spam filter. Your IP score can change depending on various factors, including receiver complaints and how often you send out emails.

Why is the IP reputation important?

A strong IP score means you are considered a trustworthy source. This means that your emails will reach your intended recipients and your email campaign therefore stands a greater chance of being effective. Conversely, if your customer base regularly notices emails from your organisation in their spam folder, it may start to foster a negative image of the company, which could have a long term impact.

How does the IP reputation affect email deliverability?

A sender’s IP reputation is part of the process deciding whether an email reaches the inbox or the spam folder. A poor reputation means your emails are more likely to be marked as spam, or in some cases just rejected altogether. This could have real consequences for the organisation. If you want to be confident in the deliverability of your emails, maintaining a strong sender reputation is very important.

How do you ensure a strong IP reputation?

There are a variety of factors when it comes to determining and maintaining your IP reputation. Allowing customers to easily unsubscribe from your emails if they want to is one step you can take; this will reduce spam complaints about your emails. Pay close attention to how many emails you send and how frequently you send them as well – sending too many in quick succession may be damaging for your IP reputation.

Another useful step is to verify your email lists by using an opt-in method or regularly removing email addresses that bounce from your mailing list. Your exact score will always change over time, but taking these steps will help it to stay as strong as possible. You could also use 3rd party tools to verify your email list.

Tools to check an IP reputation

Various software is now available that allows you to easily check your IP reputation; you might find this useful ahead of a mass marketing campaign. Some software can also give guidance on ways to improve your sender score as you go forward. Search online for tools that allow you to do this, but keep in mind that every tool uses slightly different data, so different tools may provide slightly different results.

If you need more help with your organisation’s IP reputation or email deliverability, contact us for further details.