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IP Reputation vs. Domain Reputation

EMAIL DELIVERED MANAGE MONITOR MONETIZE Domain IP Reputation VS Reputation Email reputation determines whether or not your email messages will make it to the inbox. There are two components that make up your email reputation: (1) IP Reputation and (2) Domain Reputation. Some ISPS rely more on IP reputation while others rely more on the domain For example ISPS such as Gmail put much more weight on the sending domain. In other words, if you send to a lot of bad addresses, receive a lot of complaints, etc., then Gmail may decide your domain is the problem. Simply changing the IP address won't resolve the situation. You'd actu- 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" repu- tation within AOL's internal scor- ing, then you'll find that your emails are often sent to the junk folder or blocked entirely. A neu- tral score is generally okay with ally need to set up a whole new domain and build reputation for the new domain. AOL. TIP: Gmail does not have a formal feedback loop. The reason ISPS are shifting more to the domain versus solely IP is that it's relatively simple to change IP ad- dresses, but not so easy to change domains due to all the data that needs to be moved. How do you know if you should make a change? Generally when you have a problem, it's due to under- lying issues that need to be resolved first and foremost. It's not simply enough to change your email program and get a new domain and new IPs (plus, it requires starting from scratch, setting things up all over again, and a new warm up). This is costly and time consuming, although possible if absolutely necessary. You will want to first work through the underlying problems and get those cleared up before reworking your program. In other words, you want to do the following before considering the time and expense of setting things up all over again: Evaluate complaints (why you're getting them, campaigns that gen- erate them most frequently, etc.) Look at list quality (list building practices, list hygiene, engage- ment, etc.) wwwww Evaluate your content. Is the content caus- ing a problem? Is your HTML formatting correct? Are words, links or patterns in your messaging causing problems? Look at your IP reputation. If your IP doesn't have significant issues, then you can probably salvage the IP address (you don't want to keep hopping from IP to IP address). And you don't want to obsess over your score. Again, it fluctuates even within a single day, and it's really just an indicator of overall behavior. Check your domain reputation. If you have a good reputation, but see messages still going to the spam folder, then you will want to first try to resolve the issue. If you can't resolve the issue, you may consider setting up a new domain from which to send. But this really should be a last resort and once you're certain that you've resolved the underlying problem moving forward. www.EmailDelivered.com For More Information: For more information on how your IP address and domain reputation can dramatically influence your response rates and profitability, visit www.emaildelivered.com/email-reputation-ip-domain- reputation. BONUS: Watch the complete video on how to get your emails delivered to the inbox by visiting: www.EmailDelivered.com. © Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc.

IP Reputation vs. Domain Reputation

shared by emaildelivered on Jun 03
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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 t...

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