ISPs take into consideration your IP and domain reputation as separate functions.Ĭontent not only plays a role in whether or not an email gets delivered to the spam folder, but it also can affect your domain reputation. 
If you switch to a provider that has a low IP reputation then you’re at risk of lowering your domain reputation. Your IP reputation can help or harm your domain reputation.Domain reputation is unique to your domain regardless of the IP you’re sending from.Read our post on the false promises of dedicated IPs here.
You can send from a dedicated IP or a shared IP.
IP reputation is tied to the specific server you’re sending from. But for now its important to understand the following points: We’ll share a few deliverability tools towards to the end of this guide. IP reputation and domain reputation are two interdependent concepts that affect each other. But if your domain reputation is low then having a high IP reputation won’t be of much help. To be clear, we aren’t implying that sending from IPs with a high reputation do not impact deliverability. But if you start sending from another IP that has a high reputation, then the chances of that email reaching the inbox improves. All emails sent from that server will be at risk of not being delivered because of the low reputation of that IP. IP reputation and domain reputation are two different concepts but they can affect each other. Let’s imagine you’re sending from an IP that has a low reputation. But what all can influence your domain reputation? Let’s first discuss two things can impact your domain reputation - IP reputation and content. That’s why it’s important to check it regularly and fix all issues that may weaken it before you start any proactive outreach. The good reputation of your domain increases the deliverability of your emails. But if your domain reputation is low you’re at a higher risk of having your emails classified as spam. That means you could add new IPs, you could move IPs, you could send mail from different systems, even different ESPs – and you’d still enjoy the benefits of your good reputation. 
Unlike IP reputation, your domain reputation is portable. Poor-reputation IPs you’ve been associated with or a slip-up sending to the wrong recipient affect how ISPs see you, but there’s always a way to redeem yourself. It’s affected by what you’ve done in the past and who you’re associated with. Watch the recording 30 minutes Domain reputation and deliverability #ĭomain reputation is a lot like the reputation we build as people. Learn how domain reputation affects deliverability, what factors influence domain reputation, and what can be done to maintain or improve your domain reputation.
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