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IP Reputation im E-Mail Marketing

Today I’m writing about something that’s not always fully understood and I’m going to do my best to debunk a few myths along the way.

IP Reputation, also known as Server Reputation, used to be one of the most important factors that determined whether or not your emails would reach the inbox. While many other factors now impact deliverability, the server an email is sent from was one of the very first ways the primitive spam filters could decide if the sender could be trusted.

The RACE Model

Firstly, I’ll recap on the four pillars of deliverability that can all affect whether or not the emails that you send will reach the inbox, or whether they’ll be confined to the spam folder. They spell out the word RACE, which stands for:

  • Reputation

  • Authentication

  • Content

  • Engagement

Recap on Reputation

In general, reputation plays a big part on whether your email will be delivered to the inbox. If you, or the email platform you use, have sent emails in the past that have been judged to be unwanted or unsafe, then that information gets filed away by the mailbox providers to be used next time you send more emails.

Now that Authentication is so widely used, it’s the actual email address you use to send your emails that often has the biggest impact on your reputation. As long as you’re using DKIM to digitally sign the emails you send, the sending address in your email will impact what’s known as your Domain Reputation.

The other main form of reputation is IP Reputation, which is based on the IP address of the server that’s sent the email and that’s what we’re looking at today.

What is IP Reputation?

Every computer on the Internet, often known as a server, has one or more unique addresses. Just like the house or apartment that you live in, the address tells the world how to find that server and is unique.

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